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Challenge

The Innovation Center in a Fortune 100 Telecom developed a new product concept and was ready to share the idea with potential partners and customers. The technical team lacked the product marketing capacity and capability needed to design the initial marketing and sales collateral.

Actions

• Shaped key messaging to describe market needs, product benefits and enabling technologies.
• Created product and technology overviews to inform non-technical internal audiences.
• Developed a complete portfolio of product marketing materials for potential customers, partners, tradeshows and events.

Results

• Drove clarity on the new product concept communicated throughout the organization.
• Successfully engaged target partners and potential customers using the marketing materials.
• Executive team next engaged DataKey to create a comprehensive business plan for the new product.  Market opportunity in excess of $500M.