SmartOrg, Inc.
Challenge:
The company was trying to sell a sophisticated project and portfolio valuation process and tools based on proprietary methodology developed over many years as management consultants. They had experienced early success in selling to project management and product development functions, but they had not clearly defined their market space and were having difficulty communicating the value of the solution. The company's executives described their company, product, and value propositions in widely differing ways.
Solution:
Sutherland Corporation led management through a company and product positioning process. First, we reviewed existing company and product messaging. Next, using a qualitative questionnaire, we interviewed company executives and influencers to gather their perspectives and experiences, and generated an initial report of findings.
Sutherland Corporation then brought executives together for an intensive one-day workshop. At this workshop, we reviewed the initial report of findings and identified "holes." Next, we defined the market space that SmartOrg was in, and drafted new vision, mission and position statements, which included a new value proposition.
Sutherland Corporation summarized findings and results, developed new product messages, and issued a final report.
Result:
SmartOrg could clearly and consistently identify their value proposition to clients and prospects. With their new positioning statement, they were now able to articulate this value proposition in context, by clearly delineating specific technical and competitive advantages. |
