ThoughtSpot
Owning “Easy” Amidst The Same Claims As Competitors
“The ZOOM team was not only instrumental in helping us uncover a key breakthrough in our messaging, but they got the exec team aligned and invested in our new direction. Their approach and frameworks are world-class.”
Reason to Reposition
Fueling Exponential Growth
When CMO Scott Holden approached ZOOM, the goal was clear: craft a compelling narrative that showcases ThoughtSpot's revolutionary impact on the BI landscape. In an industry plagued by unfulfilled promises of simplicity, we embarked on a mission to find the perfect words that would sway even the most skeptical customers.
Pioneering a New Paradigm
During a ZOOM-led mindful brainstorm session, an investor introduced an exhilarating concept that caught the entire team's attention: bringing a consumer-grade experience to BI. We tested various approaches to articulate this idea, discovering that the term "consumer" diluted its impact, hinting at limited functionality unfit for enterprise use. The breakthrough that united the team and resonated strongly with customers and prospects alike was "Analytics as easy as your favorite app." This differentiation is unparalleled, succinct, and in the words of the customer. It became more than a marketing message—it ignited ThoughtSpot's product innovation, driving their relentless pursuit to deliver on their promise.
Business Results
Since partnering with ZOOM for positioning, Scott and the ThoughtSpot team have propelled a consistent, distinctive story that has taken the world by storm. They've gone from a Series D startup to a remarkable valuation of $4.2 billion in just three years. Other notable achievements include:
Aligning the leadership team and fostering a resounding consensus around their compelling story
Capturing the essence of "consumer-grade" in concise, impactful language
Aligning their product roadmap to fulfill the vision of being as easy to use as customers' favorite apps
Sales professionals consistently leveraging the marketing message, resulting in their most successful initial meetings ever
Market Insights
Relatable and Seamless
Data-Driven Win
Analytics as easy as your favorite app
84% of prospects & customers really liked or liked
“It’s simple and straightforward. I get that it’s like an app on my phone.” - Prospect
Comparative Concept
Analytics as easy as your favorite consumer app
19% of prospects & customers really liked or liked
“‘Consumer’ cheapens it.” - Prospect
Why Being Relatable Matters
“Favorite app” is relatable, distinctive and implies a seamless user experience
“Consumer app” is limiting, weakens the power of conveys a sense of cheapness unsuitable for enterprise companies
Celebrating with Scott at the unveiling of ThoughtSpot's new logo in their impressive new building.