Rapid launch of a new value proposition
Challenge
TECHNIA wanted to quickly define, develop and launch a Cloud based Product Lifecycle Management (PLM) application solution. The market was moving towards cloud first deployments so time was of the essence. TECHNIA needed to safeguard its existing client base, migrate them to the cloud offering and expand into new accounts globally. It needed to take an agile marketing approach to drive it forward.
Bright was engaged to run a rapid proposition development process with the objective of a minimum viable launch within four weeks. It was important to align the needs and requirements of its 12 territories and bring together multiple stakeholders for the launch to be a success.
Method
The project was broken into sprints so that it was easy to iterate and collaborate with the TECHNIA team and keep the project moving at pace. A combination of market research and perception interviews were used to benchmark the current offering and define the new proposition. Validation was undertaken at key stages to ensure messaging resonated and engaged the target audience.
Bright delivered a go to market strategy to help TECHNIA launch the proposition quickly and took a test, learn and improve approach to quickly understand performance of the launch positioning and messaging. Sales enablement was supported by toolkits including microsite and sales collaterals to support consistency across the global territories.
They understand how to use agile marketing to bring together key stakeholders, create allies and get projects done at pace in a global organisation.
Defined value proposition in market within 4 weeks
TECHNIA’s new cloud application was successful launched to market within four weeks, other benefits include:
Introduced agile ways of working to rapidly introduce a new proposition into market and continual improvement
Roadmap for global and local launch, bringing together multiple stakeholders to support and align to go to market strategy across key territories
Snappy, sharp and value led messaging and content to engage leads and convert them faster.
