Communicate complex technology in a simple way
Golf course managers and owners didn’t know (or care) about technical stuff like big data or revenue management. These messages simply didn’t sell. Sagacity wanted a simpler way to talk about their innovative products, so prospects could understand the value.
Make sense of a large portfolio of different products
Sagacity was launching 8 different products. Some were existing products from a previous company and some were brand new. They needed to present their products under the new Sagacity umbrella brand, and clearly articulate the value of each to sell and cross-sell.
Inspire people to change the status quo
The golf industry has been slow to adopt new innovation. As a brand new technology, Sagacity’s biggest challenge was to convince prospects to change how they do things. Sagacity needed a story that inspired people to change the status quo.
Build trust with an audience skeptical of software vendors
Golf course managers and owners are notoriously wary of software vendors with false promises. Sagacity didn’t want to sound like just another software vendor. They wanted to convey the incredible value of their products in a credible way.
Tell a story around customer needs — not buzzwords
Most golf technology companies talked about their technical features and integrations. But this messaging fell flat with golf course managers and owners, who were skeptical about investing in technology and making big changes to their daily operations.
Punchy interviewed Sagacity customers to understand why they used their products, the problems it solved for them, and the value it brought to their businesses — in their own words. We discovered the real things that motivated customers: worrying about unsold inventory, wondering if your pricing is right and having too much work to do every day.
Punchy positioned Sagacity’s technology in the context of these problems, so prospects could instantly see how it could help them.
Established a unique market position
Sagacity’s competitors positioned themselves in technical categories like revenue management, which had little meaning to customers. Punchy positioned Sagacity as business performance tools that help you unlock new revenue in everyday tasks.
Created new product architecture & product names
Out of Sagacity’s 7 products, 4 were brand new and didn’t have names; and 3 were existing products from the previous companies with different names. It was unclear how these products were related, and how they connected to the parent company, Sagacity. This complicated marketing and sales.
Punchy created a product architecture that clarified the relationship between Sagacity and the individual products. We grouped them in a way that made them easier to sell, upsell and cross sell. We also gave them golf-inspired names that were simple and memorable, to make them more accessible.
Clarified value propositions for individual products
Based on customer interviews, Punchy outlined the value propositions for each individual product and the company, to ensure consistency across marketing activities and their sales team. Each product had a clear value proposition and benefits that resonated with Sagacity’s target customer.
Powerful marketing & sales enablement
With messaging and positioning finalized, we brought everything to life on Sagacity’s website. The messaging speaks simply and directly to golf course owners and managers — without the technical jargon — so they can easily grasp the value of Sagacity products. This messaging also extended into sales enablement through sales sheets and presentation decks.
Wowed investor meetings
Sagacity has secured investment using the new pitch deck and messaging.
More successful demos
Prospects have become more engaged in product demos. Now, they start the demo with a clear understanding of what the product can do for them.