Citrix Online had captured leadership positions in the small and medium business segments with products like GoToMeeting and GoToMyPC. However, they were unable to repeat this success in the enterprise market. Their sophisticated understanding of inbound-oriented sales and marketing approaches worked extremely well for point solutions targeted at small and medium businesses. However the key to becoming the next $500M Citrix division was tackling the large enterprise and selling to senior executives with authority over multiple functions. Citrix Online had to create a compelling value proposition for their complete collection of products and operationalize this strategy in the field.
Firebrick teamed up with Citrix Online to develop a new point of view for its three lines of business to an enterprise-level executive audience, and to drive the new division-wide positioning through its field sales and service organizations. Firebrick’s first step was to guide a transformation of Citrix Online’s market definition and buyer profile, shifting from a generic “SMB” target to a new, more clearly defined opportunity: “organizations eager to embrace a new way of working.” This shift in the buyer profile enabled Citrix Online to develop a provocative new positioning that took advantage of its leadership in the Workshifting movement as well as the combined strengths of its established product brands. By creating a field sales playbook that detailed the concerns and realities of the new target buyer, this new positioning was carried convincingly into on-the-ground sales conversations.