Project Description

IOT Graph

The leading semiconductor chip maker and its business partners were looking to launch an integrated solution in the emerging Internet of Things (IoT) market space.

Market success required a commitment to “the common good .” As a group, though, they lacked a shared vision and strategy.

Developing the solution involved working across partner companies (computer processing, hardware, software, networks, and services) using an integrated upstream marketing framework.


  • Leading technology company and business partners looking to solidify their position in an emerging technology and networking sector
  • Diverse group of companies, lacking common vision, objectives, strategies and tactics
  • Desire to form integrated solution, across computer processing, hardware, software, networks


  • Conduct situation assessment across partners via secondary research and internal interviews
  • Prepare strategic issues and hypotheses, as input to marketing strategy and plan development
  • Facilitate strategy sessions, across all key partners, to review and refine initial plans, drawing on team member input
  • Finalize marketing strategy and plan, including prioritized tactics to launch new opportunity


  • 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

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