Customer Stories

Improving solution positioning with a data-driven corporate narrative

Tech Trends & Future of Work

September 20, 2021
min read
Headshot of Michael Gleason, Marketing Director at Skedulo

Skedulo conducts personalized research on Pulse Content Cloud to inform product messaging, and in the process, strengthens their positioning to earn credibility with target markets.

"Compared to other market research companies and tools, Pulse offers a differentiated experience around speed, agility, and flexibility with regards to how we can now conduct market research."

Michael Gleason
Marketing Director


Skedulo conducts personalized research on Pulse Content Cloud to inform product messaging, and in the process, strengthens their positioning to earn credibility with target markets.

The challenge

Technology investments have not traditionally been oriented to support the estimated 80% of global workers who are mobile or deskless, despite the majority of organizations expecting their mobile workforce continuing to grow over the next few years. Skedulo helps organizations like American Red Cross, DHL, and Sunrun schedule over 35 million appointments and power the full lifecycle of deskless work to better schedule, manage, engage, and analyze their deskless workforce.

Michael Gleason, Marketing Director at Skedulo, described the four key challenges he faced in developing impactful solution positioning across the organization:

  1. Determining and ranking the pain points of their target markets.
  2. Defining how Skedulo addresses pain points for customers through a differentiated solution.
  3. Building an enablement strategy for marketing and sales teams with strong solution positioning.
  4. Working with Product Management to inform product development and effectively launch new capabilities into key markets.

Michael adds, “Ultimately, we have to ensure our go-to-market strategy answers a fundamental question: Why should a customer standardize on Skedulo to serve as the operating system for their deskless workforce? There's a whole narrative arc we have to build. We start with establishing credibility by understanding what's top-of-mind for stakeholders in key industries we serve, then seek to understand their pain points, and finally, we can tie that back to how Skedulo uniquely solves their challenges.”

The solution

With experience using Pulse while at a previous company, Michael signed up with Pulse Content Cloud soon after joining Skedulo to conduct personalized research studies.

“Compared to other market research companies and tools, Pulse offers a differentiated experience around speed, agility, and flexibility with regards to how we can now conduct market research. Usually, marketers are forced to ask for a considerable capital expense and, if approved, patiently wait to get data back.” Michael continues, “Pulse is such a powerful tool for the technology industry because we see results as they’re coming in and can make quick decisions based on findings from the data. Other providers simply don’t have this speed or caliber of respondent quality.”

The outcome

Pulse helped Michael directly address his four challenges with product messaging:

Challenge Pulse solution
Determining market pain points Used Quick Polls to gather market data from verified IT buyers
Establishing product differentiation Conducted personalized exclusive studies to discover different perspectives from the target market
Enabling the sales force for impactful product positioning Created external-facing assets and a prospect outreach strategy using data gathered by studies and Quick Polls
Developing and launching new product capabilities into the market Drove business decisions based on objective research from technology decision-makers

“When we do research on Pulse, we don’t always go in with a fixed hypothesis—you need an open mind to let the data tell you the right story to share with the market. We’ve used Pulse for everything from gathering information directly from potential buyers to informing our corporate narrative, which has helped Skedulo better understand our target markets, earn credibility, and build the most important commodity in business - trust.”

Michael continues to use Pulse to help “enable the salesforce to teach a new prospect something,” especially “data-based statistics, which helps our field team get prospective customers’’ attention and makes outbound prospecting easier.”

When we asked Michael how he measures his teams’ success with Pulse, he stated: “I consider how we’ve developed our solution narrative using both qualitative and quantitative research and implemented it across the organization to be the major success factor.” Michael goes on to say, “There’s a reason I worked with Pulse before and why we’re working with Pulse again. We get an informed perspective about my target markets and buyers, all from outside the four walls of my organization. It’s so easy to fall into the trap of simply accepting tribal wisdom within your organization, but that perspective, like a game of telephone, can often distort reality. When you have an opportunity to get different perspectives from the market itself, you’ll suddenly be equipped with fresh insights you haven't considered before—and that opens countless doors.”

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