Boosting operational performance
Working with a global market leading software provider in the digital media industry
Vizrt are a global market leading software provider in the digital media industry. Working as an extension of their global Marketing team, Seeblue helped reduce the time to operational model adoption by 6 months.
The challenge
Digital disruption in the broadcast industry is driving a shift in thinking and strategy. A new CMO was recruited into Vizrt to deliver a refreshed operating model across their global marketing team.
At the same time, there was a very real objective and tight deadline to be met. That was to implement a new Go-to-Market model to support the launch of Viz Engine 4, the hero product in the Vizrt Product family.
With a small core Marketing team it was a combination of a lack of time and skillset which saw the CMO reach out to Seeblue Marketing.
The launch date was just 8 weeks from the date of the first meeting with Seeblue Marketing, scheduled for IBC Amsterdam – the world’s most influential media, entertainment and technology show.
According to Steve Wind-Mozley, CMO, Vizrt Group:
“We had built the rocket ship, but in order to get it into orbit we needed to strap on a couple of boosters to speed things up. That’s where Seeblue came in to help with our Go-to- Market process and customer value proposition work.”
The Solution
Seeblue Marketing completed a full audit of the ‘as was’ go-to-market approach; identifying gaps, risks and opportunities.
Next they created a bespoke GTM Framework that would improve the efficiency and effectiveness of future product launches and updates. This was accompanied by RACI charts, checklists and briefing templates that the team would need.
Focus then turned to the creation of the value proposition for the new product launch. Seeblue started researching market trends and the industry.
We read complex tech papers and future forecasts. We interpreted the data, translated the conversations and used our perspective to challenge current thinking. On putting it all together, the answer was clear. With new competitors and new partners encroaching from all sides, the answer was not to launch another (albeit significant) ‘software release’.
The answer was to position the entire business as a Thought Leader. Leading a transformation in the ecosystem of the industry, with the Vizrt Platform at its heart.
Steve Wind-Mozley, CMO, Vizrt Group:
The Benefits
Following 8 weeks of concentrated focus, Seeblue helped Vizrt:
- Gain a clear understanding of risks and opportunities in their product launch process
- Create a new GTM Framework to improve efficiency and scalability
- Define the role of Product Marketing
- Re-position the business as Thought Leaders at Global Industry Event
Key highlights
Steve said “Seeblue were like rocket boosters for my business. As a result of the work they did we probably reduced our time to operational model adoption by 6 months.”
Time to operation
Reduced time to operational model adoption by 6 months.
Full audit
Full GTM audit completed to identify risks and opportunities.
Increased efficiency
Increased resource efficiency and scalability through new Go- to-Market launch framework.
New roles
New Product Marketing role defined.
Re-positioning
Re-positioned the business and the core Vizrt product set for Global Industry Event (IBC).
