Strategic Marketing
Problem:
Company is the dominant market leader in a slow growth market segment. The Company
realized that it would need to enter new high growth market(s) in order to grow revenue and
position for an acquisition.
Solution:
- Conduct market research to determine high growth adjacent target market
- Leverage existing core technology platform to develop a new product and market
strategy
- Develop platform and technology roadmap
- Develop partner strategy and "pitch" to communicate new strategy to analysts,
prospective partners and OEM customer prospects
Results:
- Conducted market research and customer interviews to determine 4 recommended
markets to target. Sized markets and market potential revenue opportunities (TAM, SAM,
SOM) to prioritize targets
- Conducted detailed account analysis on key target customer accounts (account mapping,
etc.) to determine decision makers and strategic direction of the customer
- Presented recommendations to BOD and executive team. Gained overwhelming
consensus on recommended strategy
- Prepared and delivered strategic presentation to key potential customers, OEM partners
and analysts to validate strategy
- Identified and initiated partnership/acquisition discussions with several potential
partners/suitors
- Company is continuing to successfully implement recommendations and develop to
recommended product roadmap
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