Late entrant in the IP networking arena exceeds sales and awareness goals

SITUATION
Client was entering the data-networking arena with no presence and faced hostile skepticism, despite a strong position and reputation in voice networking. As IP became a networking standard, credibility in data networking was key to survival. Client needed to know the best way to position itself as a legitimate player.

INSIGHTS
Utilizing Resonance Technology, buyers revealed sources of dissatisfaction in their current IP networking equipment, which was key to their credibility. Even though this message initially made prospects angry, Resonance results were instrumental in helping turn negative information into a positive outcome for the client.

IMPLICATIONS
Marketing programs could focus on the problems with the Internet and present the client’s products as a solution. Messages were pivotal in marketing programs and sales training shifted to include important motivating issues.

RESULTS
Within next six months, Nortel closed over $200 million in data-related networking proposals and boosted its brand awareness by 30%.