Understanding the market was the first step, they also had to understand the decision makers and what type of pitch they responded to best. The results empowered the sales group by giving them a clear understanding of who their target market is and who they should talk to within the organization.
Technology Strat-up— Goto-Market Presented by:
Market Directions
Go-to-Market Strategy Technology Start-up
Competing Against a Giant Go-to-Market Strategy can make or break a start-up. New Technology used within an old platform, requires innovative marketing. “Market Directions provided us with information required to complete our Goto-Market implementation. We had used market research firms before, but Market Directions recruited the right respondents, probed and provided real insights as to their pain points�
Market Directions
Summary A start-up CDN provider needed to build their customer base--- fast. They first needed to understand their market and the niche that they could penetrate. They faced a huge competitor in Akami, a company that created the standard for CDN. Understanding the market was the first step, they also had to understand the decision makers and what type of pitch they responded to best. How did they want to be contacted? The results empowered the sales group by giving them a clear understanding of who their target market is and who they should talk to within the organization. They also had a clear picture of the understanding in the market of what a CDN is and does.
www.marketdirectionsmr.com
CASE STUDY
Challenges •
Determining Correct Niche Market
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Determining Need for Service
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Determining Decision Makers
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Communicating Findings to Sales
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Interviewing the Correct People
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Understand level of sophistication within targeted niche.
Recruiting
The Niche Understanding the right size customer was a given, but determining which industries were open to this technology was not obvious. Sever industries were researched including, e-retail, publishing, entertainment, and manufacturing.
The Need The needs within various organizations were explored through qualitative interviews. The search for the correct decision maker was on. We interview marketers, CFO’s, COO’s, and IT professionals. This not only determined the correct decision make, but also “who owned the website and who was accountable for results,”
The client and the management of the company had used market research services before, without good results. They were skeptical because they did not believe that the right people within the organization could be interviewed. Market Directions used its proprietary methods to talk to the right people within some of the most prestigious companies in the SMB space.
Results
The results were so insightful that sales took notice and changed some of its processes and behavior to target the right people within the right organizations. The company also redeveloped its website to educate prospect better so that they could clearly understand the technology.
About Market Directions Market Directions assists companies with marketing strategy, tactics and programs to create interest, demand and recognition for the firm and its products. Our insight helps insure that the products you create communicates the benefits that the customer wants in the manner expected. Market Directions does this by compiling and summarizing data gathered by primary, quantitative and qualitative research. Contact: Mary Malaszek mary@marketdirectionsmr.com 617-323-1862
Market Directions
www.marketdirectionsmr.com
CASE STUDY