Building bridges

Challenge

The client was a large state-owned enterprise operating in highly technical fields and markets. One of the company’s divisions offered industry informatization solutions. The client came to us with the understanding that they had a great product that was a smash hit with larger enterprises with sophisticated IT departments. However, while they enjoyed great success with larger organizations, they were failing to realize the same level of success with small and medium-sized enterprises.

Our aim was to help this client better understand its customers and build the necessary framework for the development of products and services that would provide a bridge to smaller customers.

Proces

After assessing the organization, the stakeholders and the services of the client, it became clear that they needed to systematize how they communicated the value of their services to smaller clients. We decided to lead by example and present two prototype service solutions that would allow the testing and quantifying of our findings, and give concrete evidence of where and how issues could be overcome.

Outcome

One solution was to reorganize the services of the sales and marketing department of the client, aligning them more with the customers’ needs. This included organizing the departments by industry and providing the entire department with new language and value propositions, which would resonate more with customers.

The other solution was to create a series of graphics that the client’s sales force could use to convey the usefulness and value of the product, again aligned with the value expectations of small to medium-sized clients. This made it easy for prospective customers to grasp the abstract nature of the informatization solutions on offer.

Our solutions fulfilled the brief, allowing the client to convey the value of its products and services to small and medium, as well as larger, clients.