Winning in a Highly Competitive and Technical Market

  • Need

    Force10, a Global networking technology solution provider, struggled to differentiate its messaging and products in a highly competitive and complex market. They needed a way to position their solutions and products within key verticals that distinguished their offerings from those of their competitors.

  • Engagement

    Force10 engaged Dialog to develop solution and vertical specific messaging and to drive brand awareness/consideration of their products across both end users and the channel.

    • Researched and articulated Force10’s value proposition within specific industries
    • Leveraged company branding to created updated, solution specific messaging by vertical
    • Identified high-value, high-impact marketing materials to support the largest opportunities
    • Designed vertical-specific customer brochures and sales enablement materials
  • Outcome

    After relaunching a channel program focused around verticals, Force10 quickly emerged as a leader in each of its key focus segments until they were acquired by Dell – largely due to their strength in these markets and a clearly defined and differentiated value proposition.

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