Enterprise positioning
A clearer story for enterprise credentialing.
I repositioned corporate credentialing as Credentialing Advantage and carried the story into website messaging, sales and renewal presentations, and a field toolkit.
My role Enterprise positioning, messaging, and commercial rollout.
Watch the project storyMake the enterprise value clear.
A field team.
Many credentialing needs.
Supplier organizations supporting their representatives.
Required memberships can span multiple providers.
A clear way to evaluate credentialing support for the team.
The challenge
Supplier organizations were managing required credentialing across their field teams, often spanning multiple providers. Corporate credentialing needed a clear enterprise value story that acknowledged that reality. Sales and customer success also needed a consistent way to explain the support available in acquisition and renewal conversations.
My approach
Start with the enterprise buyer
I developed the Credentialing Advantage positioning around supplier organizations and their credentialing needs. This gave the offering a distinct enterprise story.
Make the story usable in the field
I translated the positioning into sales and renewal presentations, website messaging, and a field toolkit. The same narrative could support different points in the customer relationship.
Build in a feedback loop
I used feedback from commercial teams to refine the messaging and materials as they put them to work in customer conversations.
The outcome
Credentialing Advantage gained a shared enterprise narrative across its website and field materials. Feedback from sales and customer success informed ongoing updates, keeping the positioning connected to customer conversations.