Challenge

• Leading technology company and its business partners looking to solidify their position in an emerging technology and networking sector
• Opportunity exists to work across partner companies and integrate computer processing, hardware, software, networks and services through integrated solution
• Diverse group of companies, lacking common vision, objectives, strategies and tactics

Action

• Interview internal team members to understand individual partner company
• Prepare initial strategy issue and hypotheses, as input to marketing strategy and plan development
• Conduct facilitated workshop, to review and refine initial plan, including “real time” refinement based on individual team member input
• Finalize marketing strategy and plan, including prioritized tactics to launch new opportunity

Result

• Marketing strategy and plan itself, including details on value proposition, segmentation, targeting and positioning
• Marketing tactics, including prioritized list of action items, responsibilities and timing  in moving toward launched
• Shared commitment for marketing the brand, based on group identification and resolution of key marketing issues