Client Success Story
“C2B created a sustainable market positioning strategy for a new product launch on our platform with quantifiable and actionable analyses. Our product and engineering teams were able to realize and deliver optimal results by leveraging the valuable information and understanding of competitive landscape and what’s necessary to gain market share in today’s crowded enterprise contact center space.”
Kathy Cambridge / VP, Client Services
XSell is an innovative technology company at the forefront of AI and ML in the Enterprise Contact Center space. They have a customer engagement platform responsible for millions of dollars in revenue lift for several Fortune 25 clients.
Business Challenge
XSell began to contemplate a value-added extension to its product portfolio, but success with this product involved a difficult-to-penetrate marketplace. The challenge for XSell was to define and then align on the best path to engagement in this marketplace. They lacked a good understanding of the competitive landscape, and they knew predictable pipeline growth would be elusive without help positioning their new capabilities against some large and well-established incumbents.
The Solution
In a 90-day engagement C2B Suite deployed as a small, agile team reporting into the SVP of Sales and Alliances and the VP of Client Success. We provided XSell with Product Marketing direction, including market and competitive analyses, as well as proof of concept (POC) and technical demo expertise.
Impact
C2B analyzed the market via different segmentation lenses
AI technology providers with a contact center focus
Incumbents’ geographic penetration
Deriving a Total Available Mark
Derived a Total Available Market, and calculated a Serviceable Addressable Market accompanied by a Share of Market / Serviceable Obtainable forecast
With the market(s) identified and segmented, C2B Suite created an extensive competitive intelligence report along with SWOTs and Battlecards for its top direct AI competitors
Characterized the Buyer Personas and developed Demonstration Storyboards keying on known pain points in the market
Developed a Tableau demonstration framework with:
Reusable Tableau dashboards to mimic the product dashboards
Demo flows for each of the storyboards showing how pain-points are addressed
Live interaction with the data, quickly drilling down from high level overviews to individual data elements in the customer’s own data highlighting the ROI achievable with the technology solution enabled
