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Product Marketing: Telecommunications

by Howard Greenfield Howard Greenfield No Comments

THE CHALLENGE 
Re-position products, increase sales
Global telecom provider (FTSE 100) client required an accelerated market strategy based on an existing, shop-worn product technology.

THE SOLUTION 
New product plan
Working across the corporate teams on most recent customer requirements – reformulated product features, pricing, and field sales force tools to increase revenues.
Product marketing work included:
– Gather market & Customer Requirements
– Develop Strategy & Pricing Model
– Produce Sales Tools

THE RESULT 

— Re-designed Product Suite, Sales Strategy, and Collateral

— Increased Global Market Penetration and Revenue Stream

— Signed Up New Partners & Channels

 

Communications: Interactive Media

by Howard Greenfield Howard Greenfield No Comments

THE CHALLENGE 
Deliver corporate digital media, e-learning
Leading Fortune 500 technology provider needed to lead industry in IT communications deployment. Its mission was to use its own internal network to deliver employee productivity applications, corporate communications, and training. Cross-departmental teams needed to be led to a functional result across global geographies (US, Europe, Asia). Additionally R&D Labs needed to showcase work-in-progress that would become the company’s next generation products. Many stake-holders, a single owner required to drive the outcome.

THE SOLUTION 
Provided digital video and interactive training applications 
After creating and staffing the first company media lab, the team led the industry in the development of ground-breaking IT and marketing applications. Using the company’s own data servers, computers, and software, projects provided office applications, curricula, documentation, and video streaming across the company for training, operations, and sales.

THE RESULT 

The work succeeded in generating multiple competitive advantages such as increased productivity, customer confidence, world-wide sales revenues, and leading industry positioning. The work supported multi-million dollar sales and Independent Software/Hardware Vendor (ISV/IHV) adoption. Other accomplishments and contributions:

— Significant multi-M$ new product sales revenues and market share

— Delivered corporate communications, training, & culture innovation

— Launched Media Center of Excellence & showcase applications

— Digital Video training resulted in better sales team product pipeline