After two decades of shaping successful go-to-market message strategies here’s the central issue we see time and again:
Without a market-tested message based on your target audience’s Big problem, marketing and sales end up having “random acts of conversation.”
Build buyer-centric content and have buyer-centric conversations linked to the Big problem your customers feel every day.
Promise them the right outcome directly linked to their specific challenges and aspirations.
Then, characterize your solution in a simple way - directly linked to their desired outcome.
“I worked closely with Bruce and his team in putting together a revenue accelerating executive briefing program between HP and Microsoft focused on eight focused solution areas. Our efforts together resulted in over a 50% deal connect rate and us winning the HP Circle Award for Marketing Excellence.”
Joe Sparks | Senior Director, GSI Ecosystems and Alliances, Red Hat
"We formulated a new joint venture, and Bruce and his team helped us develop our go to market messaging and characterize our offerings in a clear and compelling way. I've worked with Bruce on and off for 10 years and it is always a pleasure!"
Jason Smith | President, KCoe ISG - Technology Consulting
"I worked with Bruce and his team across two different large enterprises putting together our message strategies and stories for our offering portfolios. Bruce was incredibly thorough, insightful, and diligent in helping our leadership teams do our best work, and it paid off in rapid go to market success."
Corre Curtice, Director of Product Management, McKesson
Uncover who’s saying what internally and externally to ensure your message strategy sets you apart.
Build your buyer-centric messaging and visuals tied to the problem you are solving, the outcome you are promising, and the solution you are delivering.
Battle-test your messaging internally and externally to ensure it hits the mark.
Uplevel and fine-tune your go-to-market narrative and assets for higher impact.
0505 Launch & Learn
05 Launch & Learn
Work with your revenue team to carry your new buyer-centric messages and assets, and make adjustments as needed for greater uptake and buying experience.
Uncover who’s saying what, internally and externally, to make sure your message strategy sets you apart.
Build buyer-centric messaging and visuals, tied to the problem you are solving, the outcome you are promising, and the solution you are delivering.
Battle-test your messaging both internally and externally to make sure it hits the mark and generates necessary key stakeholder buy-in.
Unisys wanted to relaunch the managed services business with a unique go-to-market theme and story to counter global competition. Using our North Star Messaging Model, we generated a new point of view that became a powerful catalyst for services innovation and revenue growth.
Big New Bet
McKesson was launching a new “Big Bet” business around managed services and was in need of a unique market message and story. We facilitated a process that included outside research and intelligence gathering, insider insight, and internal and external validation to craft a high-impact market message and story followed by sales enablement training and a very successful industry tradeshow.
Product Centric Messaging to Unifying Story
CSC approached us with a strategic alignment problem. How could they get a few different practice areas spread across different business units to align with a unified market message and story? We identified a go-to-market theme and created a solutions framework useful for today’s and tomorrow’s needs.
Tough Industry Gorilla
Brocade was being challenged by the 800-pound gorilla in their market space and had a newer technology to promote. We launched a value-selling campaign that was very well received. We then developed and deployed their custom sales enablement tool, coupled with training, to help sales reps communicate and quantify the differentiated value Brocade could deliver over the #1 competitive alternative.
Weak "Me Too" Story
Alcatel-Lucent’s (ALU) $2.6 billion Enterprise Business needed a new market message. The market and sellers were confused, and the communications focus was on products and technologies. We applied our North Star Messaging Model to create the concept of ALU becoming a “Dynamic Enterprise” and the fundamental ways ALU could help customers be more dynamic.