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.

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