Leading AI ISV

Accelerating Go-To-Market for a leading AI ISV

Company: Leading AI ISV

Established: 2004

Industry: Software

Our client, a leading independent software vendor (ISV), developed an app for generative AI systems like Microsoft Copilot to integrate disconnected content. Synozur was engaged for fractional product and marketing leadership to drive mew messaging, new app designs, and strategic go-to-market plans , recruiting sales leaders and mentoring staff to drive a successful product launch.

Background

Our client, a leading independent software vendor (ISV), had developed a revolutionary app to integrate multiple data sources for generative AI systems like Copilot. For AI, content can be spread across disconnected silos, with inconsistent content quality, and difficulties in ensuring accessibility and compliance. Their product connects dozens of business content systems; catalogs all content in a central app to manage, classify, and secure content; and publishes approved content to selected AI applications like Microsoft Copilot.

Objective

The client faced challenges in launching their generative AI integration app due to a compressed timeline and the need to explain the product quickly. They needed strategic leadership and marketing expertise to effectively introduce their product to the market and ensure accessibility and compliance.

Context

Our client needed to introduce their AI integration product within a compressed timeline, facing challenges in managing and securing disparate content sources. They required strategic leadership in product development and marketing to effectively position and launch their revolutionary app in the competitive market.

Methodology

Synozur established a comprehensive Messaging and Positioning Framework (MPF). A Messaging and Positioning Framework (MPF) is a strategic tool used to articulate and communicate the key messages and value propositions of a product or service. It ensures that all stakeholders, including employees, partners, and customers, have a consistent and clear understanding of what the product offers, how it differentiates from competitors, and the benefits it delivers.

We undertook an in-depth analysis of the ISV’s product, market, competition, and target audience. We conducted a series of interviews with key stakeholders, including the client's leadership team, product managers, and sales representatives.

In addition, Synozur facilitated workshops to test and develop product names and messaging concepts that brought together cross-functional teams from the client organization. These workshops served as collaborative sessions to brainstorm, refine, and validate the key messages and positioning statements. The outcome of this rigorous process was a well-defined Messaging and Positioning Framework that guided the creation of marketing materials, sales pitches, and customer communications, ensuring that the product was introduced and explained to customers in a clear, compelling, and consistent manner.

Synozur also designed a conceptual app user experience that streamlined the process of gathering, securing, enriching, and preparing content from multiple external data sources. This unified app aimed to provide a seamless and intuitive experience for users, enabling them to leverage AI-driven insights and drive smarter, faster, and more innovative operations.

Finally, Synozur developed a strategic go-to-market plan. We played a crucial role in recruiting sales leaders and mentoring sales and marketing staff, as well as developing early-stage customer prospects. Our efforts included developing blog posts, web content and press releases, working on the pricing model and channel strategy, and ensuring the client's readiness for the market launch.

Results

As a result, the client was able to announce their product on schedule, and promote it at major industry events. They’ve been able to drive customer awareness and intent while amplifying investment interest in their firm.

Our partnership has been instrumental in transforming our AI go-to-market. We’re able to clearly communicate and deliver value to our customers and drive new revenue streams.