Marketing strategy & customer insights for competitive intelligence company
- 2 days ago
- 2 min read
Last year, we got the opportunity to work with a global leader in competitive intelligence. Comintelli asked SUNMICO to provide strategic marketing advisory and customer insights for the company's next growth phase.
Our executive marketing consultant Mimmis Cleeren, and Customer experience (CX) and brand loyalty (NPS) expert Pernilla Brouzell were brought in to give the client the direction they needed for repositioning, branding, marketing planning and customer engagement.
The challenge: Navigating the next phase of growth
Comintelli was already recognized as a powerhouse in the Competitive Intelligence space, empowering enterprises through its Software-as-a-Service (SaaS) platform. However, to reach their next milestone, they needed a cohesive strategy to bridge the gap between their current operations and their desired future state. This required a deep dive into their market positioning, brand values, and a clearer understanding of the customer journey.
The solution: Strategy turned into concrete action plan
Our approach involved:
Deep discovery: Workshops with parts of the management team and internal interviews to conduct a comprehensive situation analysis and identify gaps.
Strategic foundation: Developing a new vision, mission, wanted position, and identifying core brand values.
Customer and employee insights: Conducting structured customer satisfaction and brand loyalty surveys and employee interviews to understand customer pain points and ensure the strategy was data-driven and customer-focused.
Brand revamp support: Giving strategic input for the agency sourcing process and evaluating design partners for a full brand and website overhaul.
Growth roadmap: Building a marketing strategy with clear priorities for the next 12-18 months.
As Peter Ahnegård, Chief Revenue Officer at Comintelli, puts it:
"We’ve had the pleasure of working with Sunmico on marketing and customer engagement strategy at Comintelli. They supported us with a structured customer survey, sharpened our marketing approach, and provided valuable insights on how to strengthen our engagement with clients. Their combination of strategic thinking, creativity, and hands-on execution has made a real difference for us."
The results: The foundation for growth
The collaboration delivered more than just nice reports; it provided a foundation for transformation and growth:
Operational clarity: Clear market positioning and value proposition ("Intelligence as a Solution") against competitors and identified focus areas for platform improvements, leadership and communication.
Customer centricity: A comprehensive understanding of the customer journey from awareness to retention, leading to improved messaging and segmentation.
New customer testimonials: The project helped secure 5 new reference customers.
Strategic alignment: Marketing priorities fully aligned with the long-term company strategy and new company vision – “Intelligence that shapes the future”.
Why partner with SUNMICO?
If you are leading a tech company through a transition or scaling up, you know that strategic direction is only as good as its execution. We provide the mix of high-level advisory and "get-it-done" mentality that CROs and CEOs need to drive transformation.
Whether you need help with marketing strategy, to sharpen your value proposition, or gain deeper insights into your customer base, SUNMICO helps you scale up and grow. Ready to take the next step? Get started with us today.
Learn more
Read more about the consultancy assignment on our Comintelli client page.