{"id":18625,"date":"2023-05-22T13:00:32","date_gmt":"2023-05-22T12:00:32","guid":{"rendered":"https:\/\/www.franchiselocal.co.uk\/news\/?p=18625"},"modified":"2023-11-29T09:03:33","modified_gmt":"2023-11-29T09:03:33","slug":"focalpoint-case-study-raised-the-bar-for-how-a-big-tech-company-markets-its-products-and-services","status":"publish","type":"post","link":"https:\/\/www.franchiselocal.co.uk\/news\/focalpoint-case-study-raised-the-bar-for-how-a-big-tech-company-markets-its-products-and-services\/","title":{"rendered":"FocalPoint Case Study: Raised the bar for how a big tech company markets its products and services"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #101010;color:#101010\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #101010;color:#101010\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"#\" data-href=\"https:\/\/www.franchiselocal.co.uk\/news\/focalpoint-case-study-raised-the-bar-for-how-a-big-tech-company-markets-its-products-and-services\/#company-profile\" >COMPANY PROFILE<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"#\" data-href=\"https:\/\/www.franchiselocal.co.uk\/news\/focalpoint-case-study-raised-the-bar-for-how-a-big-tech-company-markets-its-products-and-services\/#challenges\" >CHALLENGES<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"#\" data-href=\"https:\/\/www.franchiselocal.co.uk\/news\/focalpoint-case-study-raised-the-bar-for-how-a-big-tech-company-markets-its-products-and-services\/#solutions\" >SOLUTIONS<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"#\" data-href=\"https:\/\/www.franchiselocal.co.uk\/news\/focalpoint-case-study-raised-the-bar-for-how-a-big-tech-company-markets-its-products-and-services\/#results\" >RESULTS<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> &lt; 1<\/span> <span class=\"rt-label rt-postfix\">minute<\/span><\/span><h3><span class=\"ez-toc-section\" id=\"company-profile\"><\/span><strong>COMPANY PROFILE<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>IBM, a global software and services company.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"challenges\"><\/span><strong>CHALLENGES<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The company&#8217;s business units were marketing products in silos and not getting the value that a cross-portfolio strategy can bring.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"solutions\"><\/span><strong>SOLUTIONS<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>We started by working with the sales department, the product management department, partners, and customers to understand the technology and the business challenges in specific industries. Initially, there was internal resistance due to goals aligned to specific products instead of a broader portfolio sale.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"results\"><\/span><strong>RESULTS<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>We successfully broke down barriers between marketing, product management, and sales by creating a win-win mindset and establishing mutually beneficial goals across disconnected stakeholders. Also, by working collaboratively, they were able to create impactful product demos, consistently fill rooms at events, and influence revenue growth in multi-million-dollar deals. This collaboration changed the mindset of the teams and raised the bar for how one of the biggest technology companies in the world markets its products and services.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>COMPANY PROFILE IBM, a global software and services company. CHALLENGES The company&#8217;s business units were marketing products in silos and not getting the value that a cross-portfolio strategy can bring. SOLUTIONS We started by working with the sales department, the product management department, partners, and customers to understand the technology and the business challenges in [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":18649,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[30,1536],"tags":[],"class_list":["post-18625","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business-franchises","category-focalpoint-uk"],"acf":[],"jetpack_featured_media_url":"https:\/\/www.franchiselocal.co.uk\/news\/wp-content\/uploads\/2023\/05\/unnamed-33.png","_links":{"self":[{"href":"https:\/\/www.franchiselocal.co.uk\/news\/wp-json\/wp\/v2\/posts\/18625","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.franchiselocal.co.uk\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.franchiselocal.co.uk\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.franchiselocal.co.uk\/news\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.franchiselocal.co.uk\/news\/wp-json\/wp\/v2\/comments?post=18625"}],"version-history":[{"count":0,"href":"https:\/\/www.franchiselocal.co.uk\/news\/wp-json\/wp\/v2\/posts\/18625\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.franchiselocal.co.uk\/news\/wp-json\/wp\/v2\/media\/18649"}],"wp:attachment":[{"href":"https:\/\/www.franchiselocal.co.uk\/news\/wp-json\/wp\/v2\/media?parent=18625"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.franchiselocal.co.uk\/news\/wp-json\/wp\/v2\/categories?post=18625"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.franchiselocal.co.uk\/news\/wp-json\/wp\/v2\/tags?post=18625"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}