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Boeing

Creating Market Entry Playbook

Challenges

  • VSOC team faces internal challenges from management to increase lead generation and grow revenue
  • Traditional focus on large-scale government procurements rather than commercial strategies for segmenting and targeting the security market
  • Distribution of VSOC through third-party channels has been unsuccessful
  • Management requires validation of market entry strategy and “go-no go” decision on further investment in commercialization of the product

Approach

  • Conducted primary market research to identify, size and prioritize target customer markets
  • Developed marketing playbook to accelerate lead generation and drive revenue growth to achieve business goals
  • Evaluated current distribution channels and potential alternatives
  • Performed market entry investment analysis and created marketing budget and execution approach
  • Delivered final recommendation to executives and concluded that investment to condition the market for success was prohibitive

Results

  • Assessed current commercial efforts and concluded that significant investment would be required for VSOC to achieve business goals
  • Validated management’s hypothesis that additional investment in commercialization of VSOC was unwarranted

 

Case Study Boeing Playbook 2

 

Develop Go-To-Market Recommendations

Challenges

  • SMM team faced internal concerns with historical culture of government contracting vs. commercial strategies for segmenting and targeting, custom services vs. product, engineering and R&D vs. marketing
  • Generating near-term revenue while building the business foundation for long-term business growth
  • Prioritization of segments to enter an immature yet emerging market with a high-end solution that is ahead of broad market adoption

Approach

  • Analyzed market data to identify, size and prioritize target customer market segments
  • Evaluated current state of SMM product and business unit to develop SWOT analysis
  • Assessed competitors to develop competitive summary, positioning and differentiation
  • Developed and delivered a series of recommendations and next-step actions to executives and the SMM team

Results

  • Developed recommendations addressing market segments and prioritization, productized solutions, partnerships and microgrid ecosystem relationships, streamlined time-to-revenue, and contracting alternatives
  • Provided a series of actionable next steps to align SMM business to current market needs and achieve both near-term and longer-term business goals
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