Partner Positioning and Messaging

Challenge

The world’s largest networking company engaged PhoenixCG to help them to rearchitect their technology partner program.  One of the components of the project was messaging and positioning for the program itself for a relaunch.

PhoenixCG Approach

Incorporating road-tested messaging and positioning methodologies, PhoenixCG implemented a three phase approach to the project.  In the first phase, we collected current messaging and positioning for technology partners from eight different business units, along with information published on internal, partner-only, and public Web sites.  We then interviewed more than 60 internal influencers and partners.  In the second phase, PhoenixCG synthesized the data, identified where the organizations were aligned or not aligned, and presented these findings.  We then conducted an all-day workshop with company executives in which we guided the team through a positioning process.  In the third and final phase, we created a messaging and positioning hierarchy that could be customized by product, business unit, customer or partner type.

Client Value

Our client told us that the greatest value they realized from the project was the process of aligning the eight business units around one strategic position and one set of defined messages.  They also found value in the ability to adapt the messaging by product, business unit, customer or partner type.

Sign up for Newsletter

Monthly Publication

Featuring trends and best practices in business collaboration. We never hard sell and will never sell your name.

Phoenix Rising Blog

The Next Generation Partner Ecosystem

Posted on 9/28/2017

Business models have fundamentally changed from selling and buying gear to responding to how customers consume technology and how it changes their businesses.We are experiencing seismic changes in the tech industry driven by the convergence... Read More


Take Time to Dance - Don't Rush to Contract

Posted on 8/28/2017

When should you write an alliance contract?Best practice puts alliance design ahead of structuring a contract. Many teams jump into contract way too early. It is important to have a pretty good picture of the business case for the alliance,... Read More


Subscribe to our blog via RSS »


Events

There are no planned events at this time.

Twitter

Follow us on Twitter

Our latest tweets are loading

© Copyright 2010 Phoenix Consulting Group
2595 Roop Road Gilroy, CA 95020 | 888.848.9514


Developed by FuzeFUZE