Product Strategy
An e-learning software company called McKinley after acquiring a competitor. Post acquisition, the company realized they were still operating as two separate entities. The different sales forces were selling different products and sales results were unsatisfactory.
The client needed an Interim Marketing ManagerSM (IMMSM) to develop an overall strategy for the products that met the needs of the marketplace and drove revenue.
Solution
The IMM’s objectives were to:
- Validate the current market opportunity
- Define a road map for a compelling integrated product package
- Develop product positioning and messaging that resonated with buyers
- Ensure that the sales force was equipped to successfully address its target audience
Given the limited time frame, the IMM began by interviewing various customers and sales team members to better understand the company’s current industry outlook.
Her findings were presented to senior management with specific recommendations for product enhancements, an integrated product road map, and sales strategy that included direction for product messaging.
Once implemented, these measures proved to help retain customers and increase sales.
