Hiviz Marketing

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Hiviz Marketing Case Study - Visioncore

Situation

In early 2006, Vizioncore’s Chief Operating Officer,  Chris Akerberg, contacted Jane Rimmer at hiviz-marketing to enquire how we could help Vizioncore build their awareness in EMEA, recruit the right distribution and channel partners and create a closer more aligned working relationship with VMware across the region.  Chris had been advised to speak with Jane following a recommendation from a partner in the Netherlands, SLTN.

Vizioncore sells virtualisation management solutions, at the time of the initial engagement, solely for the VMware platform, and whilst well known in the North American market, it was only just entering the EMEA market via a select number of channel partners and had no local presence.

Chris was keen for hiviz-marketing to act, in the first instance, as a business development/strategic consultancy for the company.

Deliverables

Initially, the key deliverables were to introduce the key sales personnel at Vizioncore to their counterparts in EMEA at VMware, highlight the channel partners that should be recruited over and above the ones already on-boarded and to research the right events for Vizioncore to participate in.

Over time, the role conducted by Jane became one of a “virtual” marketing director and as she became more entrenched in Vizioncore’s EMEA business, she helped identify a regional Director to run the region and became part of the growing sales team in region, whilst continuing to provide strategic input at a global level to the management team.  Jane’s role also expanded to include managing and directing global PR for Vizioncore.

The key highlights hiviz-marketing delivered to Vizioncore during their 3 ½ year consultancy engagement included:

• Creating awareness for Vizioncore and helping put the company “on the short list” for those considering virtualisation solutions
• Assisted in recruiting best performing distributor in the region
• Recruited and managed EMEA PR agencies (AxiCom),  and managed Outlook Marketing Services, the US PR agency
• Established Vizioncore as one of the first 7 VMware Alliance Affiliate Initiative partners
• Created the Vizioncore Alliance Partner Program (VAPP)
• Developed an EMEA-wide customer case study program
• Created an MDF program to be incorporated within the overall partner program
• Rolled out the first partner-based training centres in EMEA

Outcome

In the 3½ years that hiviz-marketing consulted to Vizioncore, their business grew exponentially in the EMEA region, the breadth and depth of channel partners increased, the local VMware field relationships significantly solidified and Vizioncore become widely recognised as a key brand within the virtualisation eco-system.