When a leader in revtech software needed to lay out its vision for the future of enterprise selling, the team called us. The leadership needed to unite the product set and simplify the way it presented its value proposition to a very sceptical set of buyers – enterprise sales teams.
Together we produced a killer category which captured the specialist ‘account targeting’ and ‘buyer intelligence’ requirements of these result-focused professionals. Realising time was money and Altify could reduce sales cycles by focusing only on the sales actions which accelerate the time taking to close deals, was the breakthrough. No other products could claim to have focused on the needs of enterprise sales teams to the same degree.
Working through the category design principles helped point out the differences between existing Customer Relationship Management platforms, which merely annotated sales meetings and a new category which proactively helped close deals, was critical.
Customer Revenue Optimization was instantly embraced by sales teams and endorsed by the analyst community. The Point of View we co-created emphasised the creation of revenue was for customers, not just Altify, embracing the way in which sales teams using Altify could optimise the value they sold to their customers and the revenue satisfied customers generated for their employers. Customer Revenue Officers, who shared the CRO acronym were finally served with ‘CRO for CROs’.
With a new prominence in the marketplace and intense attention from industry analysts, our repositioning attracted the trade buyer the board was looking for. This company also adopted the vision and integrated the product category as it continued to build its market leadership with software for both sales and marketing functions.