The newly formed business unit of an established global information services provider was keen to accelerate its ability to place its new offerings and capabilities in market.  The company had recently acquired new products, which complemented their existing offerings but wanted to understand the opportunities available to maximise the value of their new solutions and services within both established and new market sectors.

Work had already begun on assessing market opportunities and developing value propositions against the opportunities identified.  However, without a structured process and understanding of how to apply the outputs to the marketing and sales teams, progress was slow.

Client Need

Declare was asked to improve and accelerate the process for assessing market opportunities and, based on findings, to develop a formalised approach for developing value propositions, Business Unit market positioning, sales messages and providing feedback to ongoing product development.

Declare was also asked to equip the sales and marketing teams with suitable tools, content and frameworks which would enable the value propositions and sales messages to be applied across future marketing programmes and sales engagements.

Declare’s Role

Declare set up a series of workshops involving industry sales teams, product groups, sector specialists and marketing teams in order to assimilate all relevant market, commercial, statistical, competitive and customer data.  Drawing on Declare’s established Go-to-Market planning methodology, a number of strategic outputs were identified which served to highlight areas on which product development would need to focus in order to meet both customer and market needs.

Findings from the series of workshops also enabled Declare to lead the team in the development of value propositions and sales messages for key solutions and services.

Specific Focus Areas