Growth Constraint: The company needed to transform by eliminating application businesses, which rendered old value propositions ineffective. For the solution offerings that remained, the company had no clear market vision. Additionally, the company had a number of sales representatives who made a great deal of income from selling the complex, high-PS application solutions being eliminated and were reluctant to change.
Actions Taken: Assembled a small cross-functional team comprising marketing, sales, and product management to craft a solution vision for moving forward. Developed infrastructure space by analyzing presentations given by CIOs to CIOs to determine what was deemed important. Melded the information with existing core competencies and generated a theme called “Advancing the Data Center” to create focus, a defensible market position, and a unified and meaningful solution framework. Enhanced solutions to this standard and built marketing messages, demand creation programs, and sales trainings to bring the program to life.
Resulting Growth: The company experienced a year-over-year margin increase of 34% while increasing EBITDA by $3.4 million in the first year.
Seven Steps Focus Areas: (1) Know Thy Customer, (2) Articulate a Meaningful, Defensible Value Proposition, (3) Build Passion & Commitment in the Team