Commercial insight company seeks stronger global alliance to serve unique customer segment…
The business model of this global commercial insight company depends on alliances with data companies in national and transnational markets across the globe. There’s a lot of variation in the maturity of the local markets and the businesses. How do independent companies – preoccupied with domestic customers – speak with a single voice when it comes to the needs of cross-border customers when one alliance partner “owns” the relationship but everyone (indirectly) serves them?
To help strengthen the alliance, we’ve pioneered a toolkit of portable stories crafted around the interests of the segment of customers trading across national borders. The communications toolkit uses a range of formats, including business movies, sensibly designed to promote localisation and tailoring direct by sales and marketing teams, and ultimately catalyse conversations with customers. For over two years now, Throughline has been the consultancy of choice for alliance communications and strategy, with our role continually deepening and extending.
Activities include: communications strategy, campaign execution, senior leadership conference planning, meeting agendas, design and delivery of customer panels, customer pleasure and pain interviews, animated movies, product movies, team away days, support for innovation.
We’ve seen the alliance grow stronger as we’ve brought deeper conversations with such customers into alliance decision-making, and fostering customer-centred innovation.