Actifio, Branding, KnowledgeVision, PTC, SalesMarketing, UKTI, verivo, ZoomInfo

On- Message – On Brand: What Does it take?

December 4, 2012
Jill St. George, Sr. Director of Marketing from PTC kicked
off our event this morning presenting on PTC’s new brand.  PTC underwent the daunting task as they felt
their current tagline and messaging was not resonating well. Harnessing their
play in service, they included this in their new tagline “Product and Service
Advantage”.   Most of their time and
effort was spent on messaging to make sure it resonated with their new
audiences.  The effort to come up with the
purpose and how to deliver it was massive. 
Parna Sarkar-Basu, VP of Corporate Communications at Verivo Software presented the company’s re-brand from Pyxis Mobile.  A huge task considering it had to be
completed in 2 ½ months.  She relied
heavily on analyst feedback for confirmation and adjustments.  Parna shared results which included
phenomenal media pick-up.
Mike Troiano, CMO at Actifio rebranded to simplify its message.
This comes substantially from Mike’s work at Holland-Mark which encourages “One
Simple Thing”. At the core of any rebrand is finding a single, simple idea that
can be easily understood and shared. 
Learn to tell the story behind your brand by engaging the external
reality.  The entire process took 3 months.  “We are “on message” around the world.  We have had a dramatic uptick in analyst,
press coverage, 20% acceleration in new rep productivity, dramatic increase in average
sales per head, inbound leads up over 600% and quarterly booking up >500%,
year over year.”

When Mike took over as CMO at Actifio some of he best advice
he heard was stay close to sales.  They
said “yeah, you’re going to do your nice Mike Troiano dance, but you need to
have sales on your side to succeed”. 
Mike’s priorities were sales priorities.   And in regards to refining the pitch, he
delivered it hundreds of times – seriously – before he got it right.  During the process, he realized he was the
Sara Palin of enterprise storage.  He was
good until he was asked a question J
Thanks to everyone that attended, our speakers, UKTI for hosting the event and our sales and marketing sponsors Holland-Mark, ZoomInfo and KnowledgeVision.
We hope to see you at our summit in February: OPTIMIZE: Doing More with Less.

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