Tool to Align Communications
A comprehensive reference tool guided executives, sales, and marketing in how to adopt the new messaging.
SAP Rebranding and Messaging
SAP had made several strategic acquisitions of analytics and data management companies. The expanded portfolio called for re-branding the company and aligning messaging across all industries, personas, and lines of business.
Key Challenges
Each executive and line of business was using their own version of messaging, creating confusion in the market
The sales organization was unsure how to discuss the combined value proposition from the new acquisition
SAP branding was outdated and didn’t convey the innovation and positive impact solutions provided for customers
New Message Structure
The project called for a new messaging structure aligned with the updated brand for the entire company.
The interactive document with new messaging became the foundation of all sales, marketing, and communications, including the corporate website and annual SAPPHIRE user conference.
Outcomes
Easy to remember messaging structure improved communications
The market better understood SAP’s value proposition
Key events were more effective
Increased Net Promoter Score
I've worked with Holly at two separate companies and would recommend her to anyone in B2B tech. She's a "fast learn" so she quickly understands the value prop of different types of software. She excels at strong messaging and positioning, product launches that get the attention of target buyers, and ensuring that the sales team has the right content to earn our client's business.
Stan Tims, COO, ChiroTouch
