The project goal was to improve the field sales force’s understanding of the value propositions for each of the partners to enable them to engage in partner deals knowledgeably. Included review of all existing partner value propositions, review and integration of the corporate value proposition, and creation of partner-type category propositions (system integrators, application providers, technology providers).
Refine business development strategy and create marketing strategy to reposition technology-based training and distance learning division from the military and academic customer segments into the high-tech commercial marketplace.
Performed market research, customer interviews and department brainstorming sessions. Developed the primary value proposition and product positioning, and translated them into collateral and presentation tools including capabilities and differentiators, product and service offerings, and case studies.
Development of an annual subscription-pricing plan for newly launched web-based search tool.
Project included marketing analysis, internal data analysis, client surveying, market positioning and marketing materials development.