Rapid Launch and Repositioning of Online Advertising Service
Initially launched, then repositioned service with different vertical market to increase revenue opportunity.
A competitor's service solution was undermining the market position of this
leading developer of solutions for online advertising.
The company wanted to attract the next tier of customers and establish a block to its competitor.
To achieve parity with this competitor's service-based solution, a very short window of opportunity was available.
Within 60 days, Vision & Execution marketing consultants defined the positioning
and benefits of a Web-based implementation of the software solution.
The team developed a collateral system -- brochures, data sheets, FAQs, Web site copy,
and sales tools -- and trained the software-focused sales representatives
and sales engineers on service selling.
Shortly thereafter, the Vision & Execution marketing consultants identified
the opportunity to expand the new service through another vertical market that
represented significantly higher volume.
Through customer research, Vision & Execution identified and prioritized
customer requirements to successfully penetrate this new vertical market.
The team recommended a technology acquisition strategy, and identified a
prospective partner that could satisfy time-to-market and customer requirements.
The team redesigned the collateral system to effectively reposition the service
in the new vertical.
The combined effects of the two approaches resulted in rapid customer growth
reaching 40 corporate customers in less than 6 months.