How a multibillion-dollar data platform replaced a positioning sales never adopted with a story the sellers helped build ... and then hired us again to roll it out.
Their words were inconsistent and siloed across teams. A previous "Trusted AI" positioning never caught on ... partly because the sales team was never in the room when it was written, so nobody adopted it. Great strategy docs kept getting written and kept getting ignored in the field.
And the market read them wrong. A sprawling, multibillion-dollar platform was being perceived as a single-product company. That's what happens when every team tells its own version of the story.
We built one framework the whole go-to-market could stand on, using an Old Game to New Game spine: Systems of Record to Systems of Intelligence. The villain got a name too: Insight Without Action ... intelligence trapped in dashboards that never triggers a decision.
Crucially, we validated the narrative live, in cross-functional role-plays with about 15 GTM leaders ... the people who'd actually have to use it. That's why it landed in the field instead of dying in a deck.
The rewrite
A wireframe of the shift ... the old game on the left, the new game we built on the right. Real lines from the work.
The transformation
Left is teradata.com weeks before the engagement ... “Trusted data. Trusted AI.” Right is teradata.com today. We didn't build their site; we built the story underneath it. Hover either window to scroll.
From the wireframe we delivered
Thanks, Greg, for the partnership in delivering this critical project.
Pressure-tested the narrative in live, cross-functional role-plays before it ever shipped.
They came back for a second phase to roll the narrative across the sales org.
Read two heroes side by side. Weeks before the engagement, teradata.com led with “Trusted data. Trusted AI.” ... the positioning sales never adopted. Today it leads with “from real-time insight to real-world action ... automated by Teradata's autonomous AI and Knowledge Platform.” The framework named the category Autonomous AI + Knowledge and the villain Insight Without Action. We didn't build their website; we built the story underneath it, with their sellers in the room. The quote above stays role-attributed until it's cleared, no lift metric lives here, and the re-hire is the receipt. This page will earn its named quote, not borrow one.
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