Marketing mix optimization

Client: A global 100 corporation with $400m in annual marketing spend
Challenge: Increase marketing effectiveness across the lead to opportunity to sale funnel
Resolution: Identified key performance levers across marketing strategy optimization, program spend effectiveness and lead nurturing. Evaluated service providers and vendors against these criteria. Articulated an implementation roadmap
Results: Implementation in progress

Ecosystem and partner marketing

Client: A top 5 software company
Challenge: Bring the power of the vendor’s ecosystem to bear on the sales cycle. The ecosystem consisted of 5 distinct communities, many of which were poorly understood by the market place
Resolution: Articulated a compelling ecosystem story emphasizing themes of collective intelligence, co-innovation and open platforms. Documented proof points in the form of sales brief cases for 4 industries
Results: Positive reviews at the vendor’s annual sales conference

Messaging & collateral

Client: A top 5 software company
Challenge: The vendor’s diverse set of infrastructure point products and services were not presented to the market as coherent, end-to-end solutions
Resolution: Articulated how to create business value from information technology through strategic alignment, IT architecture, IT investment prioritization and IT risk management. Presented point products and services in 7 distinct solution sets, including a complete refresh of 200 pages of collateral
Results: Positive reviews at the vendor’s annual sales conference

Client: Start-up in the application infrastructure software market
Challenge: Define and articulate the business problem that is addressed by the client’s emerging technology
Resolution: Developed the positioning for a new category of software products and tested it with CIOs. This involved prioritizing and crisply articulating the problems that the software product solves, describing the product functionality and its unique approach and developing a ROI-based value proposition
Results: The client is currently using the collateral developed with prospect customers. Early feedback positive

Pricing

Client: A top 10 technology company
Challenge: Increasing sub-par profitability in the services division
Resolution: Identified and quantified sources of value leakage across the services sales and delivery cycle. Determined process improvements, highlighted system dependencies, and re-set prices for services in top 30 countries
Results: Implementation in progress, embedded into client’s corporate order to cash improvement initiative

Business development

Client: Global leader in enterprise application software
Challenge: Previously, partner targets were set numerically across the product line, without regard for which partners within different industries could drive the greatest new business or contributed to creating a complete solution
Resolution: Created a partnering strategy around “industry value networks” for rollout at annual customer summit
Results: The new strategy was rolled out at the annual customer summit by the head of the product development and marketing business group

Client: A top five consumer video site
Challenge: Addressing the convergence between PC and TV video consumption habits
Resolution : Detailed a strategy for expanding into adjacent markets and drove initial business development efforts with partners along the video value chain
Results: Ongoing collaboration with Asian consumer electronics manufacturers

Sales

Client: A global 100 corporation
Challenge: Identify key obstacles to sale performance as well as selling best practices
Resolution: In-depth interviews with 100+ enterprises across six industries identified key performance levers including organizational and process best practices as well as leading edge technology solutions adopted
Results: Implementation in progress