Company: LiveTiles
Workfolio
Streamlining LiveTiles’ Product Portfolio & GTM
”Zack is an outstanding leader with a strong strategic vision and a deep understanding of market dynamics. He excels at transforming complex product concepts into effective and compelling marketing strategies, consistently driving impactful results.
Markus M.Head of Customer Support
Context
LiveTiles, a leading digital workplace solution provider specializing in intranet technology, experienced rapid growth through acquisitions.
This expansion led to a fragmented product portfolio, causing confusion among customers and making it challenging for sales and marketing teams to articulate a clear and unified value proposition.
Buyers struggled to understand LiveTiles’ offerings, leading to decreased sales efficiency and an inconsistent market position.
Approach
To streamline the product portfolio and enhance market positioning, I partnered with the Chief Product Officer (CPO) to execute a go-to-market product simplification strategy.
Key initiatives included:
Introducing a Triannual Release Cycle: Standardizing product updates to ensure consistency, reliability, and better alignment with customer needs.
Developing a New Product Development Infrastructure: Establishing a structured framework by hiring dedicated Product Managers (PMs) for each product in the portfolio, ensuring accountability and focus.
Aligning with Recognized Market Categories: Instead of creating a new category, we strategically worked with Gartner to position LiveTiles within an existing, recognized category – increasing credibility and discoverability.
Output
The strategy produced several tangible outputs:
New Website Messaging & Positioning: We redefined LiveTiles’ brand messaging to clearly articulate the product suite’s value, ensuring consistency across all touchpoints.
Enablement Materials: Comprehensive sales and marketing collateral were developed to empower internal teams and partners to communicate the new, streamlined portfolio effectively.
Industry Recognition: By aligning with Gartner, IDC, and ClearBox, we reinforced LiveTiles’ position as a featured vendor, enhancing its credibility and competitive standing.
Outcomes
These initiatives led to significant positive outcomes:
Revenue Growth & Sales Efficiency: The streamlined portfolio and improved messaging led to increased revenue and enhanced sales efficiency YoY.
Reduced Customer Churn: Simplified product offerings and clearer value propositions resulted in higher customer retention.
Stronger Industry Positioning: LiveTiles was featured as a recognized vendor in Gartner, IDC, and ClearBox reports, strengthening its reputation in the digital workplace solutions market.
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