Project Description

Situation

An information Technology company asked us to help them build a plan to increase the value of their enterprise offering by increasing its market share.

Our Approach

We conducted a series of qualitative and quantitative efforts to develop an umbrella positioning that would appeal to three distinct types of decision makers. The challenge was to find an overarching theme that would speak to the needs of these different groups as they were all involved in a singular purchase decision for their organization’s technology needs.

Results

We uncovered a unifying theme that resonated with all three groups of decision makers. This message was highlighted in communication messages and compelling visual representations at a series of trade shows. The results dramatically increased the company’s market share, decreased the sales cycle time and increased its market capitalization.

Discovering How People Make Decisions

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