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Client Successes
Relex Software is the world’s leader
in helping companies manage reliability across the entire
product life cycle. In business since 1986, its products are
used by thousands of quality professionals in a variety of
businesses around the globe. Their comprehensive suite
of integrated products help companies improve product
design, comply with customer requirements, and implement
more efficient quality processes.
Challenge
Relex was looking to expand their business by launching a
new software line. They approached Aceda for help in the
selling, marketing and product management of this new line.
Their main challenge was moving from the sale of a
department based technology tool, to a broader, enterprise
level solution. Relex needed to profile a range of buyers
they had not previously approached, and determine their
needs in order to prioritize the key product features and
functionality needed today and in the future. In addition,
they needed to understand how to sell to this new audience.
Solution
Aceda began working with Relex on refining the product
vision and how the positioning of the new line would support
the overall company strategy. Through a comprehensive market
research and customer interaction, Aceda identified the
product’s fit with customer needs and competitor offerings;
using this information to segment the market and identify
the sales process. This helped uncover product gaps and led
to the creation of a product roadmap, which identified the
evolution of key feature sets.
Additionally, the effort led to
redefining the company’s overall market positioning. Aceda
then led the implementation of an aggressive action plan,
developing packaging, pricing and a series of sales tools
including a ROI analysis, case studies, and product
literature. As part of the engagement, Aceda also trained
the sales team in the marketing of the new product line and
the new vision for the company.
Results
Aceda helped Relex reposition themselves in the market, and
expand their business by packaging and selling a new
product. As a result there were able to reach a broader
enterprise level audience, achieving tangible short-term
results, and laying the groundwork for sustained revenue
growth.
Additional Information
Roles - VP Marketing
Tenure - 18 months
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