Quali

An infrastructure automation company aims to expand their target audience, and they hired Product Savvy Consulting, LLC for assistance. The team refined the client's branding to better communicate core values.

THE REVIEWER

CMO, Infrastructure

Automation Company


THE PROJECT

Market Research for Infrastructure Automation Company

Branding Market Research


THE REVIEW

"As outside consultants, they're not distracted by "who is right" but focus on "what is right".


Project summary:

An infrastructure automation company aims to expand their target audience, and they hired Product Savvy Consulting, LLC for assistance. The team refined the client's branding to better communicate core values.


Feedback summary:

Thanks to Product Savvy Consulting, LLC's efforts, the client successfully validated their hypotheses with their expansion. The team helped align the product to the client's new strategies in order to target the correct market. Throughout the engagement, the team showed discipline in their research.


BACKGROUND

Please describe your company and your position there.

I'm the CMO of a Series C infrastructure automation company.


OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Product Savvy Consulting, LLC?

Our company was expanding our offering to address the needs of a new persona. We turned to PSG to help validate the problem statement we were addressing for this persona, refine our messaging, and better articulate our core value to this segment.


SOLUTION

How did you select this vendor and what were the deciding factors?

A colleague had worked with PSG at a previous company.


Describe the project in detail and walk through the stages of the project.

They started by interviewing key stakeholders throughout the organization to get a sense of what different groups and teams believed was the challenge we were solving. Concurrently, they researched key competitors in the space, reviewed their positioning/value statements, and when possible, got a demo of the competitive products. Next, we interviewed a handful of potential customers/proxies for potential customers to really understand the core challenges devops teams were facing. We delivered key insights along the way to both the field and product teams.


How many resources from the vendor's team worked with you, and what were their

positions?

2 - head of strategy and head of product management.


RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We were able to successfully validate some assumptions we entered the project with, while debunking others. It forced the alignment of product and GTM teams in a way that enabled us to better target prospects and demonstrate value.


How effective was the workflow between your team and theirs?

Very fluid - we set up a slack channel where core project team members communicated freely, while periodically circling back with more formal syncs and communication out to other stakeholders.


What did you find most impressive or unique about this company?

The PSG guys really know their space and are disciplined in the way they do market research. As outside consultants, they're not distracted by "who is right" but focus on "what is right".


Are there any areas for improvement or something they could have done differently?

A challenge for any outside vendor is understanding all the moving pieces outside of the specific project - the sensitivities, dynamics between teams, and additional context that drives business decisions. Not really something that they could do better, per se, but something that limited some of the outcomes/recommendations from sticking.