Making a molehill out of a mountain

A European technology start-up had developed a range of unified communications services. However, the market messaging was heavily technical, and customers did not clearly understand what the products did, how they were purchased or how they solved their problems. As a result, every early sales interaction required both a salesperson and a technical consultant to explain the offering.

Problem

The founders were highly technical and had positioned the services around technology features rather than business outcomes. They were concerned that simplifying the offering or making pricing more transparent would diminish perceived value and reduce their ability to charge premium prices.

Solution

The first step was to clarify exactly what the solutions did and how they were used in practice. Once the offering was understood in business terms, it was reorganised into logical packages aligned to target customer needs.

We then led development of clearer propositions, defined bundles and pricing for selected sectors, and refocused the marketing approach on business benefits rather than technology features. The updated positioning and messaging made the solutions more accessible and easier to understand for buyers.