BY PANKAJ MENDIRATTA, FOUNDER - EYQA
In today's digital era, decision-makers have embraced digital channels as the primary medium for QA platforms discovery. Thought leadership content plays a crucial role in influencing these decision-makers, and they increasingly expect such content from their existing or potential QA platform businesses. Here are a few latest stats on this expectation of thought leadership:
- 50% of senior executives find thought leadership through advisories' websites, emails, and newsletters. (Source: Edelman)
- 42% come across thought leadership when doing online research. (Source: Forrester)
- 38% discover such pieces through social media posts. (Source: Hootsuite)
- 78% of senior executives agree that good thought leadership would make them consider working with the advisor or solutions provider who produced it. (Source: The Content Marketing Institute)
- 72% agree that if their own advisor or solutions provider doesn’t produce thought leadership on their priorities, they'll look at their competitors. (Source: Gartner)
So, if the evidence is there, why are QA platform businesses lagging in establishing themselves as go-to experts?
Based on my experience collaborating with owners and leaders of QA platform businesses, I have pinpointed nine key bottlenecks. These challenges range from internal operational issues to external market positioning concerns, collectively impeding their successful digital transformation:
#1. Neglecting cutting-edge QA and business value
QA platform businesses often focus solely on the technical aspects of testing, overlooking the broader cutting-edge QA and business value their services can deliver. To attract and retain clients, QA platform businesses must demonstrate how their solutions contribute to improved customer satisfaction, faster time-to-market, and reduced costs.
#2. Resisting Agile and DevOps Integration
Integrating niche and technology in QA practices with agile and DevOps methodologies is essential in the modern software development landscape. QA platform businesses must adapt their approach to seamlessly fit into agile sprints, participate in cross-functional teams, and align with continuous integration and continuous delivery (CI/CD) pipelines.
#3. Offering Generic Services
In a competitive market, QA platform businesses should differentiate themselves by developing industry-specific niche and technology expertise. Understanding the unique challenges and requirements of specific industries allows platform businesses to productize their solutions, making them more attractive to potential customers in those sectors.
#4. Clinging to Traditional Relationship-First Strategies
While relationships are important, traditional relationship-first business strategies may not be as effective in the digital era. QA platform businesses need to shift towards digital-first strategies for marketing, lead generation, and client engagement. This includes establishing an active online presence, leveraging thought leadership content distribution, and utilizing social media platforms.
#5. Failing to Adopt Outcome-Based Pricing Models
Outcome-based pricing models align pricing with the outcomes and value delivered to customers, creating a more transparent and mutually beneficial relationship. This approach incentivizes QA platform businesses to focus on achieving desired outcomes rather than simply fulfilling contractual obligations.
#6. Sticking to Age-old Expertise Sharing Methods
The way expertise is shared has evolved, and QA platform businesses need to modernize their approach. Embracing collaborative platforms, engaging in collaborative research initiatives, and actively participating in industry forums contribute to establishing thought leadership and staying relevant in the rapidly changing tech landscape.
#7. Lacking a Growth-Centric Marketing Function
A growth-centric marketing function is essential for QA platform businesses looking to expand their client base. This involves strategic marketing initiatives that focus on highlighting unique selling propositions, case studies, and success stories, showcasing the provider's ability to drive growth for their clients through quality assurance.
#8. Prioritizing Short-Term over Long-Term Client Relationships
QA platform businesses should move beyond short-term client-centric thinking and adopt a more strategic, long-term approach. Building lasting relationships with customers involves anticipating future needs, providing proactive solutions, and improving their positioning as an ongoing strategic partner in the client's success.
#9. Inconsistent Positioning
Positioning is a key element in business development, and QA platform businesses should infuse rigor into how they position themselves in the market. This involves clearly defining their value proposition, differentiating from competitors, and consistently communicating their strengths and capabilities to potential customers.
Conclusion
As the digital landscape continues to evolve, QA platform businesses must adapt to these key shifts in business development to remain competitive and foster sustained growth. Embracing a strategic approach that aligns with business objectives, leverages digital platforms, and emphasizes industry expertise and innovation will position QA platform businesses for success in the ever-changing world of software development.
Contact EYQA for content solutions, strategic partnerships and business consulting to enhance your QA platform business.
