Market Assessment and Segmentation:

Assessing, sizing and prioritizing markets and market segments

F500 high-tech company

Situation:	Company needed an assessment and strategy to target the Global Mid-Market and to identify the best segments and methods to penetrate the mid-market with their products.
Results:	Developed a detailed assessment including market sizing and identified segments, channels, and product lines to best penetrate the global mid-market. Client adopted the recommendations in this report and targeted the mid-market. Report referred to and used extensively to develop strategies and programs. Approach used extensively by the client in future work.

NetSuite

Situation:

NetSuite, an ERP/CRM/e-business ASP spin-off of Oracle Small Business software, needed to assess the opportunity to lead with its ebusiness component and utilize channels to go-to-market.

Results:

Highland Team led research into the market needs, assessed the competitive environment, identified the market segment in which NetSuite would be competitive and compelling to customers and identified the web-savvy channels to work with to build the e-business market segment. Most importantly, Highland Team recommended that NetSuite come to market with an integrated e-commerce web store/accounting and CRM product, rather than a separate web store product as the company was considering, identifying the major benefit for customers as the ability to completely integrate the web store software component and the accounting and CRM components of the software. NetSuite introduce the integrated product NetCommerce in Summer, 2004.

Skyflow

Situation:

Skyflow, a voice recognition infrastructure startup company needed to assess the benefits of targeting various market segments.

Results:

Led research into size and needs of proposed target markets, including contact center, field service and sales force automation segments. Research led to selection of customer contact center market as target and development of market positioning and plan. Skyflow has successfully utilized the go to market strategy and positioning and messaging to generate increased revenues. <read the Skyflow testimonial>

Smartscreens

Situation:	A new heavy manufacturing equipment manufacturer wanted to target new markets with its current product line.
Results:	Analyzed the needs, size, and growth of several markets, including grain processors and coffee growers and processors to determine what needs existed and where the products could fill the gap. The research set the direction for the company focus towards the grain processing industry.

Channel Strategy, Development and Evaluation

Accelerating success with channel strategy, development and evaluation

Highland Team is an Authorized Implementation Partner of IDC Global Software Partnering and Alliances Group and can now bring valuable IDC research and methodologies to client engagements.

Informix

Situation:

The database solutions company needed to rebuild their status as a leading partnering company by creating world-class partner programs.

Results:

Built worldwide program for hardware partners, ISVs, and systems integrators focusing on partner business development, sales support, training, marketing and communications programs. The new strategies, policies and programs led to company being selected as one of the Top 10 Partnering Companies by VARbusiness Magazine in 1997. Channel partners, who had questioned commitment of company, came back in record numbers to re-sell the products.

BEA Systems

Situation:

BEA Systems needed to create a channel strategy and build strategic alliances.

Results:

Defined the channel strategy, identified and prioritized types of channels and led the management of strategic alliances with Sun, HP, Digital and Unisys. Developed the partner programs including training, support, co-selling and co-marketing programs to leverage and assure achievement of partnership goals and build a competitive advantage for the company. Created a new developer program with over 100 developers joining the program in its first year. <read the BEA testimonial >

Sun Microsystems

Situation:

When Sun Microsystems created a software business, it needed a distribution strategy to get product to market.

Results:

Defined overall distribution strategy and managed all aspects of channel development. Developed multiple channel marketing programs including advertising, direct mail, sales materials, contracts,communication vehicles, promotions, seminars, advisory councils,conferences and training. Designed and implemented policies and procedures to track channels. This effort led to the successful launch of the Solaris product line, carried by major partners worldwide.

Verifone, Inc. (acquired by Hewlett Packard)

Situation:

Verifone, a leading technology provider of financial services solutions, was moving from a hardware only product line to a software based solution. They needed to develop a sales strategy that would enable them to sell and support this new product line. They had a limited time frame to launch the product and could not invest in a significant new infrastructure.

Results:

Defined a strategy to enable Verifone to move quickly into software sales through partnerships with key systems integrators. The systems integrators could provide the level of customization and consulting necessary for successful implementation of the product. Identified and qualified partners in the target market segments. Developed account management programs to ensure partners' success and defined compensation plans to avoid channel conflict with Verifone's direct sales force. Developed a resource plan to support the channel's success across Verifone's key departments.

Sybase, Inc.

Situation:

Sybase needed to expand its sales reach without increasing its cost of sales. The company needed to augment the direct sales approach and partner with key resellers and solutions providers to deliver more complete solutions to key accounts.

Results:

Developed a systems integrator (SI) program to partner with Sybase in identifying and developing large accounts. Recruited key SIs including IBM, Arthur Anderson, Coopers and Lybrand and Cap Gemini. Developed an account management program and sales compensation plan to ensure maximum cooperation between Sybase sales and the SIs. As a result, new large account opportunities increased dramatically. In addition, created and launched Sybase's ISV program. Identified and targeted key market segments including manufacturing, financial services and natural resources. By recruiting over 150 ISVs to work with Sybase, the company was able to establish a successful position in several new markets.

Ascend Communications

Situation:

Ascend Communications needed to have a better understanding of the effectiveness of its channel program, and how it was perceived vs. competitors' channel programs.

Results:

Developed a benchmark study to compare all aspects of Ascend's channel program vs. its competitors. Surveyed key resellers for Ascend as well as competitors' products. Delivered a comprehensive assessment to Ascend identifying areas of strength and weakness, as well as defining key issues affecting reseller satisfaction. As a result, Ascend re-structured many key components of its channel program, resulting in better performance and communication from resellers.

AlphaSmart

Situation:

AlphaSmart, a manufacturer of mobile computing devices wanted to understand how to build a retail channel and to develop a VAR channel to drive revenue for its new product line. The company needed to determine which vertical markets offered the greatest opportunity for VAR sales for the company.

Results:

Developed financial model for building retail channel, analyzed revenue streams at various investments. Provided channel support recommendations to build retail channel and managed co-marketing opportunities with channel. Developed VAR strategy by first assessing range of vertical markets to determine the best opportunity and fit for products. Prioritized target markets for the company based on growth, product fit, need for technology and competitive landscape. Identified and qualified top VAR prospects for partners / resellers in each market.

Ambeo

Situation:	A manufacturer of database monitoring tools needed to determine a channel strategy to use for a new network appliance. The company used direct sales for their high-end product and needed a new way to go to market.
Results:	Highland Team developed a buyer study to understand needs and characteristics of the target market. Using that data, channels were analyzed for their fit with the buyer target audience and the product. Identified specific potential companies in the selected channel, developed value proposition and qualified top channel companies for the company to follow up with and close.

Branding, Awareness and Demand Creation

Creating High Awareness Branding, Awareness and Demand

Hewlett Packard

Issue:

Build awareness and demand for launch of new HP Apollo workstation. Create differentiated image for HP PCs. Build demand for HP engineering software.

Results:

Led development of competitive, market analysis and target market focus groups to create differentiated positioning and messaging. Planned and managed implementation of awareness and demand creation campaigns for computer hardware and software, including lead generation, advertising, and branding programs. Created breakthrough advertising campaign for HP Apollo workstations, changing perception of the marketing prowess of the company, generating awareness of product as a strong competitive alternative to market leader, Sun, and creating thousands of lead opportunities for the field. <read the HP testimonial>

Blue Pumpkin Software

Issue:

Uniquely position the company in the marketplace and build awareness and demand for products.

Results:

Developed a positioning and branding strategy, and planned and executed public relations and analyst relations to establish clear market differentiation and a leadership position in the market space. Her team built integrated communications program utilizing advertising, direct marketing, online marketing, and collateral to build awareness and demand in the market. Gartner Group recognized the company as one of the market leaders within one year and the company increased revenues 400% within the year.

California Society of CPAs

Issue:	Understand the best way to build awareness,demand and sales of education programs to membership.
Results:	Evaluated direct mail strategy and introduced new monthly direct marketing vehicle, rather than mailing weekly. By redesigning weekly mailing into monthly magazine format, increased customer satisfaction 35%, increased sales 20% and reduced costs 10%.

Competitive Analysis

Competitive analysis and strategy development

Zigwit

Issue:

Analyze competition in the market and potential success of company newly entering the market.

Results:

For analytical applications software manufacturer, analyzed the competitors in the analytical software market as well as customer contact center software market. Identified their product directions, target market selection, product/market focus, successes in their markets and future strategies. Developed differentiation to position the company in new space in customer contact software market without competition. <read the Zigwit testimonial>

E-business and Internet Management

Manage development of breakthrough internet sites for information and business sites

Nortel Networks

Issue:

When Nortel acquired Bay Networks to become Nortel Networks, they needed to integrate the corporate Web sites. In addition Nortel had unique Web sites and strategies for each of it's business units creating over a dozen different sites to be integrated. The challenge was to create a new Web site that would deliver a unified branding, customer experience, and ebusiness capabilities and position Nortel as a leader within the internet space.

Results:

The website was built with functionality for Deployed online sales, service and marketing functionality in record timing.The Web site was built with functionality for Deployed online sales, service and marketing functionality in record timing. Designed and implemented policies and procedures to ensure consistent branding and content management for all users. Nortel's site handled over $10 Billion in electronic transactions. User traffic increased by 100% in the first 6 months. Over 100,000 users received personalized pages. Launched webcasts to over 250,000 users per year. Introduced market leading features of web to call center connections delivering a high level of customer satisfaction. Deployed website with online sales, service and marketing functionality in record time.

Bay Networks

Issue:

Move Bay Networks to the web.

Results:

Successfully created and launched the award winning web site for Bay Networks. Deployed personalization capability of site, registering 100,000 users in the first year. Increased user traffic by 400% within 6 months. Launched webcasts that reached over 250,000 users per year. Designed and implemented policies and procedures to maintain smooth operations cross company. Translated site into 8 languages and created content management processes. Spearheaded communication programs and promotions internally and externally for web adoption. Architected the strategic plan for the merger of Bay Networks and Nortel Networks Web site integration.

Product launches:

Orchestrating successful product launches

Blue Pumpkin Software

Issue:

Launch several new product lines and build momentum for company.

Results:

Orchestrated the introduction of several product lines to partners, field, current customers and prospects. Resulted in four product of the year awards by industry publications and trade shows. By utilizing a combination of email, direct mail, partner account meetings, new sales tools and press releases, ensured each audience had the necessary and comprehensive information they needed. Created buzz through high impact orchestrated marketing themes throughout press, events, advertising and email marketing.