Stronger positioning: Impactful and Uplifted Messaging

VMware: Professional Services Messaging

VMware needed to quickly improve the messaging for its consulting and education services business. The goal was to better communicate value to its customers and better position VMware against competitors. The new messaging needed to be integrated into a large-scale solution launch that was just two months away.

On The Mark stepped up to the challenge and completed international and U.S. focus groups with 50 customers, internal one-on-one interviews with 40 VMware stakeholders, secondary competitive research, and an in-depth review of VMware corporate messaging and branding. In a little over one month, On The Mark presented a first draft of the revised messaging.

Both corporate marketing and field sales teams were thrilled with the new positioning and core messaging and asked On The Mark to develop messaging for all five individual consulting and education services businesses.

"With little runway, On The Mark jumped in and produced outstanding results for our Professional Services marketing team. We needed to update our messaging, and needed to do it fast. On The Mark took charge of the project, drove all elements to completion, and uncovered key messages that truly demonstrated the unique value of our services. Ever since, we have been working with On The Mark on a variety of marketing projects and programs. They are a go-to source for talented and experienced marketing consultants." VMware Senior Marketing Director