Challenge

The leader in business analytics had developed a host of new customer intelligence offerings, but struggled to secure a solid positioning that would define their territory. Meanwhile, larger competitors were making inroads with strategic buyers (CMOs). SAS needed to consolidate its distinctive advantages into a clear, cohesive story to capture the attention of CMOs and spur action.

Solution

Firebrick teamed up with SAS to create a fresh and provocative positioning story that could only come from SAS to get the attention of CMOs, drive clear points of difference and create urgency.

Result

• SAS Customer Intelligence revenues grew 68% following roll-out
• Big win for marketing: sales team was wildly enthusiastic about the new story
• Dramatically cut win/loss ratio against IBM