1WorldSync
Post-Acquisition Story Sparks Customer Interest
“ZOOM really pushed us to think much bigger and bolder than we could’ve done internally on our own. We’re confident where we landed.”
Reason to Reposition
Evolve the Story After Acquisitions
Under the leadership of CMO TJ Waldorf, the 1WorldSync team embarked on a transformative journey to evolve their story after a series of strategic acquisitions. Recognizing the need to speak the language of their diverse customer base, TJ and his team collaborated with ZOOM to redefine the company's positioning and unveil a bold new vision at a global industry conference and to the world.
Speaking the Customer’s Language
As 1WorldSync ventured beyond the scope of an IT and master data audience, they faced the challenge of appealing to diverse business personas such as marketing, sales and e-commerce. The team recognized that technical jargon no longer resonated and discovered that “orchestration” spoke to the profound impact on stakeholders across the product content lifecycle.
This powerful concept not only streamlines content but also harmonizes the people and processes within their organization and trading partner ecosystem. Ultimately, orchestration effectively addresses the crucial question on customers' minds: How can we ensure accurate, consistent, and relevant content across all channels in a rapidly evolving market?
Business Results
“Working with ZOOM brought tremendous rigor to the process and clarity in defining our strategic positioning and company messaging. The data and insights they garnered from customer and prospect conversations have been an invaluable asset to the work we’ve done together in shaping 1WorldSync’s go-forward plan.”
We can’t wait to follow 1WorldSync’s growth over the coming quarters. Here’s a summary of their positioning success so far:
Company-wide confidence in and activation of the positioning
Customers are inquiring about the potential benefits of leveraging orchestration to streamline their people and processes to drive success
A big, bold category and rebrand
1WorldSync is well-positioned to revolutionize the way businesses create and distribute impactful content in today's fast-paced commerce landscape
“The way you have to think of these kinds of refresh projects is: it’s not a marketing project, it’s really a company project. Having the CEO and other leaders in the company bought in and helping drive the conversation was critical and a big part of our success.”
TJ Waldorf shares his lessons and successes driving demand since the brand refresh on this Pipeline Visionaries podcast: The Benefits of Refreshing Brand for Demand.
Market Insights
Product Content Orchestration for the Win
Data-Driven Win
Product Content Orchestration
All participating customers and prospects agree that Product Content is the space which 1WorldSync can own
Nearly half of the prospects recommend Orchestration to describe how 1WorldSync harmonizes people, processes and product content
“The word orchestration implies a symphony.” - Customer
“1WorldSync does that orchestration piece of connecting us with the vendor, brand, partners, distributor, etc.” - Prospect
Comparative Concept
Commerce Acceleration Platform
Over half of the prospects disliked this concept because it felt too broad; they imagined a platform for accelerating the sales cycle
“Commerce” implies that 1WorldSync is competing with completely different set of commerce tools and services.” -Prospect
Why a clear market category matters:
Product content is the anchor of the category, clearly states what 1WorldSync does, is easy to understand across all stakeholders
Orchestration is active and the benefit of 1WorldSync, brings to mind a symphony to deliver a better experience for all, including consumers
Commerce Acceleration Platform sounds like 1WorldSync is competing with their customers or a different market; 1WorldSync handles the product content that powers the sale, not the sale or transaction itself