Helping AMS-IX to Craft a Compelling Narrative for Market Leadership
Enhancing Customer Value through a Balanced Approach to Commercial and Technical Engagement
AMS-IX (Amsterdam Internet Exchange) is a neutral, member-based association that operates multiple interconnection platforms globally. Its flagship platform in Amsterdam has been a cornerstone of the internet's infrastructure for three decades, serving as one of the largest hubs for global internet traffic.
By connecting to AMS-IX, customers—including internet service providers, telecom companies, and cloud providers—ensure their global IP traffic is routed efficiently, securely, and cost-effectively. This connectivity enables them to deliver low-latency, high-quality online experiences for end-users.
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The
Challenge
AMS-IX engaged Cambridge Management Consulting to reposition and craft a compelling narrative for their suite of service solutions. The objective was to reinforce AMS-IX's market leadership in Amsterdam and other global locations by re-evaluating their commercial positioning and enhancing their understanding of customer value. Cambridge MC was entrusted with broadening the focus of customer conversations beyond technical aspects, striking a more effective balance between commercial and technical considerations.
Our
Approach
Cambridge MC implemented a holistic strategy to redefine AMS-IX's market positioning and elevate customer engagement. The approach centred on creating impactful customer conversations that differentiated AMS-IX in the marketplace and unlocked new sales opportunities.
By adopting an 'outside-in' perspective, Cambridge MC provided AMS-IX with actionable insights into market positioning and customer engagement strategies. A pivotal component of this strategy was the development of a clear customer buying journey that articulated the benefits customers derive at each stage. This journey was carefully aligned with AMS-IX's sales and business development processes.
Key steps included:
- Conducting a workshop with AMS-IX's sales and marketing teams to train them in adopting a 'buy-from' approach. This methodology emphasised partnership by placing AMS-IX’s expertise, experience, and services at the core of customer success.
- Undertaking 1:1 reviews with each member of AMS-IX's customer-facing team to gain insights into individual perceptions of value delivery and identify opportunities for improvement.
- Developing market narratives tailored to AMS-IX’s services, including a persuasive 'why AMS-IX' story and refined market positioning. These narratives were integrated into marketing assets such as websites, proposals, social media content, and brochures.
This comprehensive approach ensured that AMS-IX’s messaging resonated with both technical and commercial audiences while highlighting their unique value proposition.
The
Team
The project was led by a team of industry experts from Cambridge MC:
- John Wallace, Associate Partner: A specialist in sales and business growth, John played a critical role in aligning organisational efforts towards strategic objectives.
- Marcel Biesmans, Partner: Based in Amsterdam, Marcel leveraged his expertise in global account management to uncover innovative revenue opportunities for AMS-IX.
- Simon Vye, Partner: With deep knowledge of customer-centric practices, Simon contributed significantly to corporate strategic development.
- Charles Orsel des Sagets, Managing Partner: Charles oversaw the international business initiatives, ensuring alignment with AMS-IX’s vision.
Outcomes
The collaboration between Cambridge MC and AMS-IX delivered transformative results:
1.
Integrated Narrative: A unified and refined narrative was developed, embraced across the organisation.
2.
Enhanced Customer Engagement: The adoption of the 'buy-from' approach empowered the customer-facing team to engage more effectively.
3.
Compelling Market Proposition: A cohesive go-to-market proposition was created, rooted in AMS-IX’s core values.
4.
Foundations for Sustainable Growth: The groundwork for sustained growth was laid, fully aligned with AMS-IX’s vision and mission.
5.
Enterprise Market Positioning: AMS-IX solidified its position as a leader in the enterprise market, bolstering brand recognition.
6.
Go-to-Market Messaging: A suite of targeted messaging was developed for use across digital platforms, exhibitions, and other channels.
7.
Customer Journey Development: A detailed customer journey map was created, highlighting value at every stage to foster deeper engagement across all levels.
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