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Moving Down-market at i2

A story about how an enterprise company dominated the mid-market

i2 Technologies, the Supply Chain Management company known for being the first mover in demand and supply matching software, had grown into a multi-million dollar, multi-industry, organization with offices around the world and customers in the Who’s Who of the Fortune 500. 

Issue

As with any public company, the push to constantly grow market share was ever-present and demanded by Street, Investors, and Executive Leadership. Unfortunately, it looked as though growth was slowing. 

To gain a fresh perspective on the issue, i2 engaged with the Ironwood Agency to examine the competitive landscape and determine where there would be fresh, large opportunities.

Solution

After a review of the existing client-base, pipeline, and competitive landscape, IA proposed two new solutions:

1) Servicing the growing niche of semiconductor companies which did not have a fabrication plant (Fabless). This sector was unique in that it was extremely complex to build reverse bill-of-materials. And, to date, there was no competition in the space.

2) Moving down-stream to the mid-market environment. i2 had traditionally been a whale hunter, only focused on a few large deals each year. The recommendation was to build lighter solutions to serve the mid-market as it was a close neighbor filled with hungry companies eager to get to the next rung.

Implementation

For both solutions, IA worked closely with i2 to create a new product, one designed for a new industry, and one designed for the mid-market. In tandem, IA created assets, demonstration, presentations, landing pages, processes, scripts, videos, and competition killer kits to capture the market. They also trained new marketing and sales staff on the approach.

Results

Within 6 months of the first campaign going live, the team closed $3M in sales. It was a big win for i2, their employees, their customers, and IA. It is a testament to the power of a fresh perspective.

PROJECT DETAILS

CLIENT

i2 Technologies, Inc.

CATEGORY

TAM, New Verticals