We had a name and a launch date*, so it was time to dig into Qvidian.
- What could the brand ultimately represent?
- What did the new company do better than anyone else?
- How could they differentiate themselves from their competition?
- And, most importantly, how could we parlay their individual success into specialized category dominance?
Prior to merger, each company had strong recognition for what they brought to the sales enablement space.
The Sant Corporation was a forward-thinking and enthusiastic partner for corporate sales teams. With Sant Suite, their sales automation SaaS, Sant created sales effectiveness through RFP response time and content, sales proposal generation, engaging presentations, and sales data management.
Kadient was a powerful and dynamic company that had established a leadership position through dynamic playbooks that delivered “the right information specific to the sales situation at the right time in the right place” to corporate sales teams.
Their competition, companies like Savo and iCentera, were all aiming at the same target – making sales teams more effective through better communication and access to materials.
But we knew that Qvidian’s primary prospect, the VP of Sales at a Fortune 1000 company, was not just looking for improvement, he was looking for success. He, and his shareholders, weren’t just concerned with hitting the target. They wanted to hit the bullseye.
Ultimately, it was about winning.
Both Sant Suite and Kadient had already proven to expedite sales cycles, improve win-rates, and deliver ROI. The combined company had a legacy of wins.
And that is where we found their sweet spot. Qvidian could throw a stake in the ground by providing sales teams the guidance to win consistently.
Through proven, dynamic tools, and integrated best practices, Qvidian enables sales organizations to confidently engage prospects and win more often.
And, the Client was thrilled with this new positioning. According to Brian Vass, Vice President of Marketing:
We get a strong sense of WHO we are going to be as a combined company, and WHY it matters. It’s clear that you have listened well up to this point and we’re excited to see how this translates into the creative.
We’ll share how it translated in the next post.
Read Part 3: What’s the Big Idea?»
*Company leaders had chosen the first week of February 2011, just prior to Forrester’s Technology Sales Forum in San Francisco, to launch the new brand. So we had just over four months with which to work.
