Sales and Marketing Alignment Workshop to Develop a New Marketing Strategy and Messaging for EMEA for a Global Cloud Company
A global cloud company aimed to enhance its market presence by leveraging our expertise in aligning sales and marketing efforts.
The Situation
The client asked IDC to help with their annual planning. This included leading a workshop to educate the leadership team about their customers’ needs and wants, focusing on the topic of digital culture. The workshop’s findings would be used to inform the client’s annual planning, build a new marketing strategy for Europe, the Middle East, and Africa (EMEA), and develop a regional thought leadership campaign targeting C-suite executives.
The Solution
IDC proposed a one-day strategy workshop led by an IDC consultant featuring analyst presentations and moderated interactive activities. This would link the client’s sales and marketing strategies using IDC’s leading C-suite research and analyst insights. Part two of the workshop focused on taking the topic of digital culture and building compelling and new thought leadership themes and narratives that would resonate with our client’s target buyer personas.
“The session has really made us think about our business, how and where we sell, and the clients that we support and want to sell to. There’s a lot we were just doing because that’s how we’ve always done it — now we can build from this and make it better.”
VP, EMEA Marketing
The Results
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By plugging the gaps in its sales and marketing strategies, the client was able to align its leadership team on a set of shared strategic goals in EMEA.
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Emerging market opportunities were identified and target buyer personas were aligned.
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Workshop materials, including presentation slides, facilitator guides, and participant workbooks were prepared for use on the client’s learning management system.
