Paniva | Case Study
Competitive Insights Enable Better Market Positioning
Overview
Challenges
- Fragmented information on competitors
- Sales needed more current competitive information
- Need to showcase feature/benefit strengths in prospect presentations
Benefits
- Stronger market positioning
- More new customer opportunities
- Competitive talking points for sales presentations
- Stronger standing in RFP bids
New Ammunition for Sales Growth
LCS Technologies, based in Sacramento, CA, is a leading information services provider offering a single source for customer Oracle software and service needs. LCS has a simple philosophy: help our customers make the right connections to achieve successful and measurable business results. LCS leads with innovation to empower our customers to maximize their infrastructure and make their team more efficient and effective.
As a new startup in the competitive market space of Oracle-based technology software and services implementation, LCS faced a number of key challenges including:
- Identifying expansion opportunities that would enable LCS to take the company to the next level.
- Discovering unknown opportunities and potential revenue streams for its services.
- Evaluating and prioritizing the available opportunities based on skill set, experience of team, customer needs and requests.
- Creating a marketing strategy that would address the opportunities to maximize current resources and team skills.
- Identifying gaps in resources and team skills that could create a barrier to new market opportunities.
CFP MediaGroup’s Competitive Marketing Program for LCS Technologies included the development of the company’s first marketing strategy, new Website, customer experience content and key messaging and positioning for market expansion and growth.
Positioning The Elite Team
Panviva provides a powerful Cloud Knowledge Management Platform that gives employees one-click access to information specific their role and the directions they need to complete any task to expert standards, right from the start. This just-in-time guidance from Panviva improves accuracy, compliance and customer experience – while dramatically reducing training time and costs. Panviva is used by more than 100,000 users around the world at leading financial services, insurance and utility companies and government agencies.
Panviva contacted CFP MediaGroup for help expanding their market position into their highly competitive marketspace. As a midsize software technology company, Panviva was facing competitive pressures from many industry giants including salesforce.com, Oracle and Microsoft.
Panviva’s sales team need more ammunition to show customers the management power of their system when matched against more widely recognized brands. Panviva needed more than general information, they needed sales tools that their marketing and salespeople could take and use in active sales presentations and negotiations.
CFP MediaGroup’s Competitive Marketing Program for Panviva included a detailed evaluation of 12 of Panviva’s customers. The analysis featured comprehensive vendor profiles covering a detailed competitive comparison of products and services, key customers, pricing, industry positioning, branding and messaging and competitive strengths and weaknesses.
Insights Plus Tools Means Results
New insights were developed that provided recommendations on how to counter competitive strengths in sales and marketing situations. Deliverables highlighted competitive weaknesses using a detail product feature by feature comparison delivered in an easy to read “At A Glance” vendor matrix.
Too often with competitive analysis, the analysis project ends with the delivery of the information and the rest is up to the client. With marketing and sales resources in most companies stretched to the limit, that means the information sits on the shelf and is never translated into action. That was not the case with Panviva.
For Panviva, CFP MediaGroup developed sales and marketing tools that included 12 Detailed competitive profiles, Sales “Silver Bullet” Talking Points, a Marketing “Customer Learnings” presentation, Sales Training, revised website content and messaging, two industry Webinars and 11 Customer Case studies.
“Working with CFP MediaGroup has armed our sales team new strategic tools and information that has helped us open more doors to new customer opportunities.” – Peter Lore, Business Solutions Advisor, Panviva
Contact us today for a personal consultation on how CFP MediaGroup’s Competitive Marketing Program can help you expand your competitive position.
