Sg2

stethescope-shutterstockSg2_31061When you’re about to introduce a product but worried it’s going to put sales of one of your other products at risk, you have one chance to get the message right.

Sg2 is an international health care intelligence company specializing in performance management tools, business planning analytics, education and access to experts. The company faced a serious challenge: How to help the sales team communicate a new program’s distinctive attributes without jeopardizing sales of another one of its programs.

Therese was asked to help craft strategic core messages to accomplish this goal. To be successful, the process needed to get everyone within the organization on the same page in spite of the fact that many were recent hires.

“Therese asks the questions that really get to what you want to say at a strategic level and to the marketplace.”

Natalie Cornell
Vice President, Marketing & Communications

Therese interviewed the management team, key sales professionals and current Sg2 customers to assess current perceptions of the company’s offerings. She discovered gaps in customer understanding of Sg2 services and identified opportunities to build on company strengths in positioning the new program.

Over two days at Sg2’s offices, Therese facilitated message strategy sessions with sales executives and the marketing team. She then presented the framework for a new message strategy to the executive team and refined the approach in additional work sessions with sales and marketing. Her work resulted in the creation of core messages that differentiated Sg2’s new program from associated offerings and provided compelling proof points to reinforce the value of the program for prospective customers.

“Therese helped us finally get our story right. And it became the basis for all of our sales materials, brochure and web content. It was like the light came on for everyone in the room. I’ve worked with other experienced people in similar situations, but the work Therese did for us was more actionable.”

Natalie Cornell
Vice President, Marketing & Communications