Brand Benchmarking for a Global CRM

The CHALLENGE

A global CRM software provider wanted to understand its brand performance across key metrics and establish benchmarks for global growth across 14 countries. The company commissioned a research study targeting a diverse range of organizations within key industries to better understand the ‘dig sites’ for current and future positioning benchmarks relative to the competition.

The APPROACH

Given the long buying cycle and “sticky” nature of the category (where customers rarely switch providers), it was crucial for the client to deliver the right messages and measure their impact on brand image positioning. Additionally, the messaging needed to support growth into new categories.

Burke designed a 20-minute online survey to help the company track the evolution of its brand positioning metrics among global customers and prospects. Conducted as a tracking study in 14 countries, the research program required central project management, a strategic partnership, and diligent resource management to ensure accurate and representative data.

The OUTCOME

Ultimately, our team identified key variables for the client to leverage in management decision-making. This enabled the client to confidently advance with more impactful and competitive campaigns by:

• Establishing growth metrics to benchmark awareness, consideration, and overall brand connection
• Defining and setting up brand growth metrics by category, and using these metrics for competitive benchmarking
• Determining the client’s brand positioning relative to key competitors within its primary category (CRM) and other current and future categories, aiding in developing future growth strategies