It’s not often that a company with more than $400 million in revenue has to completely remake itself, but that’s the position Commerce One found itself in. Having had tremendous success selling enterprise software to connect buyers and suppliers, the market suddenly shifted. Decision-makers no longer made software investments on visionary promises. They wanted to see “Return on Investment.” So we set about repositioning the company’s brand, streamlining the suite of products from 18 to 4 and putting the tangible business value realized by Commerce One’s corporate customers front and center. Our message of “Proven in the real world, measured on the bottom line” resonated with CEOs and CFOs making the global launch of Commerce One 5.0 the most successful product launch in the company’s history.
Initiatives & Selected Projects:
Commerce One 5.0 Product Launch
Directed complete revitalization of company’s go-to-market strategy with launch of flagship application suite, including brand identity, key messaging and sales tools.
Launched in tandem with Commerce One 5.0, this web site revamp was recognized by the WMA as ‘Best Software Web Site of the Year.’
Branding, Messaging & Identity
From high-level brand awareness to more targeted direct marketing, we shifted Commerce One’s messaging to focus on improving customer’s bottom lines.
10 Proven Ways White Paper
To spur demand, we created this campaign focusing attention on the dramatic cost savings realized by streamlining inefficient corporate sourcing and buying processes.
Commerce One Accelerator
Developed online resource portal for delivering customized information to partners and customers to ease implementation and shorten time-to-benefit.
Rather than vapid statements about a visionary future state, we anchored this campaign on real customer ROI and tied it together with a forward-looking brand identity.
To retain key customers, we developed an e-mail program to support varied goals from thought leadership and customer satisfaction to support and maintenance.
Customer Case Studies
To promote Commerce One’s emphasis on ROI, we developed a robust Customer Reference and Case Study program to reinforce our message with real stories from the front lines.
With a renewed focus on ROI, we developed a calculator for prospects to measure the potential cost savings they could derive with Commerce One’s software.
Collaborative Platform White Paper
To support the Commerce One 5.0 product offering, we developed this white paper to serve as an educational leave-behind for prospects and analysts.