Market Opportunity Assessment & New Value Propositions

Overview

The newly formed business unit of an established global information services provider was keen to accelerate its ability to place its new offerings and capabilities in market.  The company had recently acquired new products, which complemented their existing offerings but wanted to understand the opportunities available to maximise the value of their new solutions and services within both established and new market sectors.

Work had already begun on assessing market opportunities and developing value propositions against the opportunities identified.  However, without a structured process and understanding of how to apply the outputs to the marketing and sales teams, progress was slow.

Client Need

Declare was asked to improve and accelerate the process for assessing market opportunities and, based on findings, to develop a formalised approach for developing value propositions, Business Unit market positioning, sales messages and providing feedback to ongoing product development.

Declare was also asked to equip the sales and marketing teams with suitable tools, content and frameworks which would enable the value propositions and sales messages to be applied across future marketing programmes and sales engagements.

Declare’s Role

Declare set up a series of workshops involving industry sales teams, product groups, sector specialists and marketing teams in order to assimilate all relevant market, commercial, statistical, competitive and customer data.  Drawing on Declare’s established Go-to-Market planning methodology, a number of strategic outputs were identified which served to highlight areas on which product development would need to focus in order to meet both customer and market needs.

Findings from the series of workshops also enabled Declare to lead the team in the development of value propositions and sales messages for key solutions and services.

Specific Focus Areas
  • Documented approach for assessing market opportunities aligned to Go-to-Market methodology
  • Development of structured value proposition format and outputs for swift assimilation and application by marketing groups
  • Establishing consistent set of sales tools for use by industry sales teams in sales engagements
Client Benefits
  • Accelerated time-to-market for the introduction of new solutions and services
  • Structured market requirements to product development feedback process established
  • Ability to apply sales messages and positioning consistently across established and new market sectors
  • Clear business development plan for new target industry verticals

Client Profile

Software and services division of a global information services group

Business Needs

Assess present and future market opportunities for new products available from newly formed business unit and develop sales messaging and value propositions

Outcome

  • Formal value proposition process established & adopted
  • Value propositions developed for key sectors
  • Sales messaging and tools developed
  • Accelerated time-to-market for new products

Work Areas

  • Establish structured process for market opportunity assessment and value proposition development
  • Identify gaps in current product capabilities to meet the future needs of key market sectors
  • Understand customer value drivers
  • Assess points of competitive differentiation
We are proud to include the world’s leading technology vendors in our client portfolio. Feel free to contact us to discuss our work in more detail or to determine how we may be of help to you and your company.
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