In the summer of 2014 we were commissioned to develop Fujitsu’s go-to-market proposition around the emerging theme of digital transformation. Fast-forward to 2017 – after several years of effective use – the proposition needed a refresh to reflect contemporary trends and topics.
After an initial briefing, planning began in earnest. As disciples of ‘the age of the customer’ we approached the messaging firmly from the perspective of the target buyer. Our team supervised a series of workshops with subject matter experts within Fujitsu and produced a core narrative that articulated the insights gleaned during the workshop.
But we also knew that success hinged on the sympathies of internal stakeholders, partners and industry gatekeepers. Inclusivity was key. With this in mind we built in a series of review points with local teams and industry analysts to get early acceptance of the messaging and understand the local nuances of digital transformation in these markets. We then applied this feedback to the core narrative and refined it into a bitesized elevator pitch and value proposition.
The final output was a potent story that invoked both the needs and desires of target buyers and Fujitsu’s core brand attributes. The messaging was embraced by marketing and sales teams across the globe and was well received by customers and analysts alike. The messaging is currently being applied to the existing suite of marketing assets for the proposition and will form the basis of a renewed push by sales and marketing to generate and close digital sales.