The Big Idea
Biggest brains on the planet; enthusiasm you could power a city with; and yet... sales are slow. You’re just not “getting the message” across.
So what is the message? And how are you delivering it?
CfG aims to get your growth back on track, by helping you establish the messages that you really need to be delivering in order to win new business.
That means working with you to understand your market, your technology and your value propositions; changing your market-facing materials to reflect these, or creating all-new materials, such as web content, case studies, white papers or sales team primers.
CfG believes that for emerging technology companies, “communicating for growth” requires understanding of the different expectations and behaviour of two quite distinct markets.
Early Stage Market Communications |
Mainstream Market Communications |
Technology-focused Workshops and whiteboards Technical evaluations Purchases by empowered technologists Ability to experiment is more valued than references Peer buyer-to-vendor relationship Customised propositions Communications need to be in person, and focus on technical explanation and proving |
Business and customer experience focused Whitepapers and references Operational impact evaluations Purchase by combination of technical, business and procurement staff Wider industry reputation is important Vendor is a supplier, not a peer Standardised propositions Communications need to be more structured, direct and self-service |
CfG offers a way to effect the necessary change in approach, emphasis, language, style and content of market-facing communications.
Whether for start-ups or established companies, CfG’s support enables clients to:
- Generate more inbound, good fit sales opportunities and accelerate the sales cycle
- Release key technical staff or executives to focus on strategy and management
- Effect a material change in their market positioning from start-up to emerging leader
- Rapidly develop further market-facing materials that reinforce key messages
- Leverage PR activity to support both sales and strategic growth
- Successfully deliver effective messages to the right audiences
And because we’re exclusively focused on the core messages, our work can complement in-house Marketing as well as existing relationships with creative agencies or PR firms. We’ll even provide recommendations of complementary vendors.
