The Challenge: A global provider of IT infrastructure solutions needed to better understand the opportunity for its offering in a specific market segment (facilities outside of the core data center), including the potential for success of a new solution it had recently developed for this market segment.

Assessment: Blue Canyon performed and in-depth analysis of the market segment, including extensive primary research to define the opportunity size, understand how purchase decisions are made, determine the needs of the customer, and evaluate how the client’s new solution could provide value to customers. Blue Canyon discovered that the market segment was sizable and stable. There were also significant pain points, such as time to deployment, vendor complexity, and installation costs, that the client’s new solution could address, which would allow it to successfully capture market share.

Strategic Solution: Blue Canyon recommended that the client target a specific sub-segment of customers with certain characteristics where the value of the client’s new solution was greater, as well as recommended that the client develop a portfolio of designs and configuration based on size, reliability, and component requirements, to meet the diverse deployment needs across target customers.

Results: Following Blue Canyon’s recommendations, our client developed a detailed plan to focus its sales and marketing efforts on the target sub-segments, which led to an acceleration in capture of market share and growth of its sales beyond plan. Our client also redirected its solution development team to create new solution packages to better meet customer’s specific deployment needs.