Case Study: Boosting Business WiFi Solutions Through Strategic Partner Collaboration

Client: A Fortune 100 Company

Challenge: After undergoing a significant reorganization, this company faced a daunting challenge. Their product marketing team, which had previously been five strong, was downsized to just one. Despite the reduced resources, the company needed to launch three new co-branded business Wi-Fi solutions within the next two years, including one international offering. Adding to the complexity, the reorganization also left the team without sufficient funding to execute these product launches.

Solution: Recognizing the need for an innovative and collaborative approach, I worked closely with key strategic partners — Aruba (HP), Cisco Meraki, and Juniper Networks — to create a robust, cost-effective marketing plan that could be approved by leadership at both the telecommunications company and the partners.

Our primary goal was to leverage the Marketing Development Funds (MDF) provided by the partners to support the launch of these products. The strategic plans we developed outlined clear value propositions, detailed launch schedules, and customized content that not only resonated with internal leadership but also maximized external partner support. In total, the strategies generated over $750,000 in MDF for the product launches.

Key elements of the strategy included:

• Co-Branding and Messaging: Crafted clear, compelling messaging and brand alignment for each product, ensuring consistency across all marketing materials.

• Sales incentives, blitz days, bundles and other pricing elements to incentive sales

• Promotional Videos: Developed two dynamic promotional videos that showcased the product features, benefits, and real-world applications.

• Custom Websites: Built two new external websites dedicated to each product, designed to drive traffic and convert leads into sales.

• Product Briefs and Use Cases: Created detailed product briefs and use case documentation to help the sales teams clearly communicate value to potential clients.

• Sales Training and Customer Presentations: Developed comprehensive PowerPoint presentations for sales teams, including training materials and customer-facing slides to ensure consistency in product messaging.

• Paid Training Sessions: Organized and executed paid training sessions for a new sales overlay team, preparing them for successful product launches and customer interactions.

• National Roadshow: A 30-city, two-day "Lunch and Learn" tour was conducted, where strategic partners led training for sales teams on Day 1, followed by joint customer meetings on Day 2, driving engagement and accelerating the sales cycle.

Results: The results were outstanding, showcasing the power of strategic collaboration:

• $50 Million in Sales: The combined marketing efforts resulted in over $50 million in sales across the three WiFi solutions.

• Ongoing MDF Support: The portfolio of products continues to be funded by MDF, even two years after the initial launch, demonstrating sustained demand and partner investment.

• Long-Term Partnership Success: The collaborative approach with Aruba, Cisco Meraki, and Juniper resulted in stronger relationships with the partners, and the strategy became a model for future product launches.

• Voted US Managed Service Provider of the Year

Key Takeaways: This case exemplifies how strategic marketing collaboration, even under constrained resources, can lead to significant business success. By utilizing external partners’ resources, aligning messaging across teams, and driving proactive sales engagement, the project not only met but exceeded expectations — delivering impressive ROI, both in terms of sales and long-term sustainability.

Why Level 1715?

At Level 1715, we specialize in delivering strategic, high-impact marketing solutions that help our clients drive measurable results, even in complex and resource-constrained environments. Our expertise in leveraging partnerships, aligning marketing strategies, and executing comprehensive plans ensures that your marketing dollars work harder for you.