Situation
This 10 year old, $200M company had a good product, a good reputation, and many loyal, Global 2000 customers. However, the brand was mostly known within lower levels of enterprise IT for software tools critical to data warehousing. With no brand awareness with senior IT or business executive decision makers, the company had focused communications on individual product messages, not one company brand position that telegraphed the value they offered customers. The result of their lack of focus was flat revenue, morale, and recruitment for over two years.

Objectives
With a formidable competitor who offered a similar solution, the goal was to generate awareness and educate prospects, customers, partners and employees about the value they offered to the market. All marketing efforts were to reinforce a single brand idea that Informatica could own and support, which reflected their core strengths and values.

Strategy
Position Informatica as the most trusted, independent and open solution for integrating and transforming complex, disparate enterprise data sources into timely, accurate and complete information for improving business performance, meeting regulatory compliance and uncovering growth opportunities. Bring this value to life in an integrated communications campaign that focused on the insightful, timely challenges enterprise prospects face in attempting to address today's diverse and ever changing needs of the enterprise.

Results
Brand strategy, performance metrics and business objectives were aligned for the first time. Partners, alliances, analysts and editors all embraced the repositioned Informatica as a more strategic provider to the enterprise.
With market dynamics supporting the strategy and campaign, Informatica started booking its biggest deals ever with each consecutive quarter setting a new revenue records and lifting the stock price.