01
Client context
The firm competed for US enterprise work against much larger providers and was often seen as interchangeable with other offshore vendors.
02
Business challenge
Marketing messages emphasised scale and cost, which buyers did not find differentiating.
03
Research objective & questions
Identify how buyers select IT services partners, how the firm is perceived, and positioning options that set it apart.
- What drives IT services partner selection in the target segments?
- How is the firm perceived versus larger and niche competitors?
- Which capabilities and proof points matter most?
- Which positioning territory is credible and distinctive?
04
Methodology & approach
- Buyer interviews
- CIOs, IT directors and procurement leads at US enterprises.
- Client interviews
- Existing clients on perceived strengths and gaps.
- Competitive positioning review
- Messaging analysis of key competitors.
- Positioning workshop
- Testing positioning options with leadership.
05
Sample & geography
- ~20 US buyer interviews
- ~10 client interviews
- Geography — United States
06
Key findings
- Buyers valued domain expertise and senior engagement more than scale.
- Existing clients consistently praised responsiveness, which marketing did not mention.
- Competitor messaging was highly similar, leaving room for a specialist position.
- Industry-specific case evidence strongly influenced shortlisting.
07
Business implications
- Reposition around domain depth in two priority industries.
- Make senior-team involvement an explicit promise.
- Build industry-specific proof points and case studies.
08
Outcome
Leadership agreed a differentiated positioning direction and a messaging framework grounded in buyer evidence.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.