The Premiere Human Capital
Saba Software was already a recognized leader in the learning
management, but was looking to expand its product portfolio to address
the broader business problems in the strategic human capital management
market. They set on a plan to expand their products, both by
internal development and acquisitions.
The company was in the process of acquiring Centra Software and was
looking for ways to leverage the assets and positioning of Centra to
reach new markets. Centra already had a presence in the Academic
and Small-to-Mid-Sized Business (SMB) markets, but mainly for virtual
classroom products. Saba had no experience in these markets and
needed a broader view of the opportunities these segments offered before
committing resources to them. Unfortunately, the organization was
very resource constrained yet needed to make decisions ahead of their
annual budgeting process.
Saba needed to get comprehensive business plans developed for both the
Academic and SMB markets in a four month period. These plans
needed to look beyond the virtual classroom and provide a framework of
the customer needs around the broader human capital management space.
Saba could only provide limited assistance to the effort, as many of the
internal resources were tied up on other projects.
Marketricity formed a small working team comprised of Saba staff and
Marketricity consultants to research the broader opportunities in the
selected market segments. These plans would look at specific
customer needs for each market, company assets to address these and
associated gaps, competitors, and would offer an overall market sizing
for the opportunity. The plans were also intended to provide
specific recommendations of how Saba should proceed in these markets,
including investment levels required, positioning, sales and marketing
support, and potential partners or strategic options.
Marketricity developed comprehensive business plans for both markets.
These plans included detailed competitive profiles and comparisons to
help bring Saba management up to speed on the new players that would be
on their radar screens. It outlined specific recommendations for
product development, sales, marketing, and pricing approaches to
optimize Saba's opportunity in each market. The result was that
Saba decided to invest in these markets, dedicating a sales team and
prioritizing product features to solidify its position. The
decision and efforts were highlighted at the Saba user conference, which
was particularly well attended by Academic customers and prospects, and
in press releases that surrounded the event.
See for yourself...
Saba Academic Markets Web Site.
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