Our Experience
Solution Portfolio
New Product Introduction
#solutionportfolio #change #positioning #maximisingeffectiveness #GTMstrategy
​
Challenge
-
Successfully introduce a new SaaS solution to the market.
-
Fragmented collaboration processes across marketing, sales and solution teams.
-
Product strategy not aligned with current brand identity.
-
Lack of marketing planning and materials to ensure a successful on-time launch.
Approach
Key engagement areas included:
​​
Value proposition
Customer requirements translation
Sales and service process
Content and collateral
​​
-
Tripartite approach encompassing customer needs, market positioning, and the human impact of change.
-
Analysis of current and future state, solution concept, and value proposition.
-
Understanding the attitudes and opinions of internal teams, uncovering a lack of communication and collaboration leading to mistrust, and a lack of confidence in delivering objectives.
-
Use of structured workshops to empower staff to bring their ideas and concerns to the table and concisely document issues for prioritisation of activities aligned to launch phases.
-
Unique insights sessions conducted with priority customers to uncover technical challenges that demanded additional development effort.
​
Impact
-
Embracing lived experience, insight, and opinions from employees as part of problem-solving enabled the implementation of a process of employee education to encourage learning and understanding.
-
Identified lighthouse customers to help test ideas, refine roadmaps, and ensure a consistent experience for all users.
-
Marketing planning brought forward to align with solution development and research activities, resulting in the creation of targeted materials for website, social, and internal and external collateral as part of a successful phase one launch. ​​
Research and Development
#newsolutions #productdevelopment #marketfit #readiness #powerfulvalueprop
Challenge
-
Ensuring products and services are attractive, profitable, and competitive.
-
Expanding new product development feed beyond internal technical knowledge and sales and service opinions.
-
Validating customer requirements and aligning product development with strongly evidenced customer needs.
-
​Sales and service teams reticent to engage customers ad hoc, expressing concerns about a potential lack of follow-up, and negative impact on credibility.
Approach
The following activities were prioritised to help the client ensure clarity of vision regarding customer requirements and resolve cross-departmental challenges around collaboration and technical development.
​​
Technology and product plan reviews
Installed base and market analysis
Program ideation, design, and launch plans
Sales and solution team enablement
​
-
Empathetic understanding the attitudes and opinions of customer sales and service executive.
-
Detailed program of customer insights development and process and journey mapping.
-
Presentation of change as a living, breathing process.
​
Impact
-
Prioritisation of best-fit customers and crafting of concise, inclusive qualitative and quantitative interview schedules, shared with all stakeholders ahead of engagement.
-
Creation of a new customer engagement framework to prioritise insights from high-priority innovation targets and their supporting users and engage customers with clarity and purpose.
-
Improved clarity, structure, and direction for customer and sales engagement to erode individual resistance to change.
-
Product teams equipped with the insights and requirements needed to ensure new solutions hit the mark and could be refined and tested with live customers.
Whatever your challenge, at Phronesis, we take the time to understand your solution portfolio needs and develop a compelling program of action to help you achieve your goals.