Sharpening the proposition for a priority institutional segment
Financial services — ICP & value proposition
An international investment organisation wanted to build a more focused commercial approach to an important institutional segment. It needed greater clarity on the organisations most likely to offer an opportunity, the needs driving their decisions and the proposition that would differentiate it from competitors.
The challenge.
The organisation had a broad target market and strong underlying capabilities, but needed to become more precise about where the best opportunities lay and how to articulate its value to them.
The task was to define the characteristics of the priority customer, understand the needs and trigger events most likely to create an opening, and build a proposition that was both distinctive and credible.
What we did.
We began with a competitive positioning and content review to understand how the market was being addressed and identify potential positioning white space.
We then worked with stakeholders to clarify the priority customer profiles, understand their needs and identify how the organisation’s capabilities translated into client value.
We brought the work together into a clear value proposition, supported by differentiators, proof points and client benefits.
We also translated the emerging narrative into an initial pitch-deck concept to show how the proposition could work in practice.
What changed.
The work gave the organisation a more focused view of where to concentrate its commercial effort and a clearer articulation of why its proposition should matter to the target segment.
It also created a common messaging framework that brought together customer needs, competitive differentiation and proof points, giving teams a stronger strategic foundation for subsequent go-to-market activity.
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