Case Studies/Global Marketing Alliance for U.S. Launch of Paradigm-shifting Technology

Business Challenge

Position consulting firm for rapid expansion by attaining highest profile alliance level with Internet-focused global technology company.  Develop high performance working relationship to capitalize on unique opportunity to leverage consulting firm's pioneering software development effort. 

Role

Chief marketing executive for consulting firm and marketing lead for alliance with global technology company; chief interface with executives within two of global company's marketing organizations and several of its PR and marketing agencies.

Rollout

Created and managed strategic marketing alliance between leading edge consultancy and global hardware/software/services company.  Utilized consulting firm's pioneering implementation of new technology with Fortune 500 client as success story to validate new technology, to "cross the chasm."  Executed aggressive campaign to promote success of new technology as well as consulting firm's prowess. Played key role in visioning and realizing the execution of marketing alliance: conducted needs analysis, and created processes to optimize contributions of the consulting firm and the global company and drive promotion of new technology's robustness and suitability for enterprise applications.  Co-managed joint media activity and national barnstorming tours: directed consultancy's participation in highly visible conferences, seminars and roadshow appearances as well as interviews with national press.  Created partner relationships with global company's marketing groups and several vendors that enabled joint execution of program with tight deadlines.  Educated consulting firm's technologists regarding necessary responsiveness to requests for interviews, cut sheets and conference appearances.

Results

• Successfully promoted new Internet technology that has since changed the way in which information is organized, managed and delivered on a global scale. 
• Positioned consulting firm as the leading development partner for global company's most advanced technologies and applications by combining consulting firm's leading development expertise with impactful marketing execution.
• Achieved overnight transformation of consulting firm's media profile: scored dozens of hits in national technology, business and verticalized publications. 
• Authored white paper, "Adding Marketing Value as a 'Global Company' Partner: the 'Consulting Firm Case Study,'" which defined best practices for strategic partners and contributed to Global Company's ability to scale new marketing alliance program to Europe and the Pacific Rim.