Jignasu Rathod, CEO and Managing Director of Elitser Technologies, defines company goals, drives growth strategies, and identifies new opportunities, vendors, and channel partners. The organisation operates on a hybrid model, with channel partners playing a key role in revenue generation. To support them, the company provides regular training, presales, implementation, and post-sales support.
With a technical background, he ensures the company focuses on solution-driven approaches rather than product sales. He plays a key role in identifying market gaps, forming strategic partnerships, and building teams to introduce innovative solutions. The most rewarding aspect of his role is shaping the company’s future, mentoring teams, and driving innovation. However, challenges include managing risks, balancing stakeholder interests, and keeping pace with evolving market demands. Employee retention and motivation remain critical factors.
According to him, for channel partners, opportunities lie in partnering with established brands to expand their market reach with minimal investment. Regular training enhances capabilities, but challenges include adapting to rapid technological changes, meeting vendor targets, and maintaining profitability in a highly competitive landscape.
Channel partners must identify solutions that integrate AI into existing systems, maximising customer investments. They must move from box-moving to solution-driven selling, embracing AI/ML and forming strategic vendor alliances. Understanding client needs and designing tailored solutions will be key to success. Long-term investment in skills, marketing, and sales will build credibility and drive growth in the evolving market.
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