Primary Research:
$5B Software CompanyProblem:
A $5B enterprise software company was preparing a major overhaul of messaging for their product portfolio. The goal was to emphasize the power of the integrated offering while increasing the simplicity and relevance of their messaging.
Solution:
We conducted in-depth interviews with the client's sales and marketing staff and then conducted focus groups with CIOs and other senior IT executives. We acquired insights into product interest, purchase intent, purchase process, key product requirements, as well as client and competitive brand awareness and perceptions.
Results:
The client used our research findings to refine messaging, devise solution names, and prioritize the key benefits to stress in marketing and sales materials. Initial focus groups were followed with assignments for additional research on other product lines.
TopPrimary Research:
Privately-Held Services FirmProblem:
A privately-held services firm was preparing for a major lead generation campaign. They wanted to ensure that their marketing and sales materials provided a compelling and convincing value proposition.
Solution:
We conducted in-depth interviews with CEOs, board members, and functional executives to determine interest, purchase intent, purchase process, key requirements, as well as client and competitive brand awareness and perceptions. The client was surprised that key differentiators they had been using did not resonate with prospects.
Results:
The research was incorporated into sales materials and the campaign was modified to reflect the differentiators that did resonate with prospects.
TopSales Enablement:
$20M Services FirmProblem:
A new sales executive wanted to get his expanded sales team off to a strong start.
Solution:
Based on the results of focus groups with prospects and in-depth interviews with clients, we helped develop new scripts, presentation materials, case studies, demos, and objection-handling strategies for salespeople. We led sales training to introduce new materials and ingrain a vertical-market approach.
Results:
Salespeople rated the training as the best they'd attended in their career.
TopSales Enablement:
$80M Software and Services CompanyProblem:
An $80M software and services firm was facing stiff competition in a maturing market. They wanted to arm their salespeople with new positioning and tools to reflect their product-line expansion and new market entry.
Solution:
We conducted focus groups with prospects to determine interest, purchase intent, purchase process, key requirements, as well as client and competitive brand awareness and perceptions. As a result of the research, we revised their corporate and product-line positioning and revamped the sales materials to address the new opportunities.
Results:
Sales in the following 6 months exceeded sales for the prior year.
TopStrategy:
$100M Software CompanyProblem:
A $100M enterprise software company was struggling to gain new accounts. They faced conflicting requirements from distinct market segments.
Solution:
We worked with marketing, sales, and development to assess:
- market requirements by customer segment
- competitive strengths and weaknesses
- technical dependencies and effort required for new capabilities
- independent win / loss analysis
- available technical resources
Results:
Growth exceeded 60% year-over-year. Company successfully IPOed.
TopStrategy:
$700M Software and Hardware CompanyProblem:
A $700M software and hardware company faced low-end competitors moving upstream in a key product line.
Solution:
We led the marketing team through a facilitated process to investigate both prospect needs and competitive strengths / weakness by market segment.
Results:
We identified a large but previously overlooked segment where our clientÕs unique capability justified their higher price. The company successfully re-focused its next campaign on this segment and that specific need.
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