Game-changing Product Launch in 3 Months
Launching an enterprise GTM strategy for an AI-powered cloud contact center solution in a competitive market.
Nextiva is an AI-powered customer experience platform with business communication services used by over 150,000 customers.
Industry: Unified Communications as a Service (UCaaS), Contact Center as a Service (CCaaS)
Size: 1,001-5,000 employees
Location: Scottsdale, Az.
Background
Nextiva recently secured a $200m funding round at a $2.7 billion valuation to enhance its offering and expand its operations. The company aimed to increase its enterprise solutions by partnering with Five9 (FIVN), a leading AI-powered contact center provider. This strategic partnership led us to launch an integrated AI-powered contact center and business communications solution to the market.
The product launch
As Nextiva’s Principal Product Marketer, I collaborated closely with Product and Enterprise Sales teams to lead the go-to-market strategy for the launch. I also directed partner marketing with Five9, and developed the product positioning, marketing content, demand gen, sales enablement, and internal communications.
Results
Named Five9’s Breakthrough Partner of the Year 2021 (fastest growing partner).
Well-crafted positioning that landed for its audience of mid-market and enterprise businesses.
Developed an in-depth library of internal, external, and channel assets, including pitch decks, web pages, customer stories, FAQs, joint ebook, joint webinar, channel campaigns, competitor battle cards, and product sheets.
Launch process
Created the launch framework and led the complex cross-team initiative and plan to ensure each team properly communicated updates and stayed on task per the tight timelines.
Positioning
Developed the joint value proposition messaging with Five9 and Nextiva to ensure our solution resonated with buyers and led the announcement strategy.
Sales enablement
Created tightly woven communication and feedback loops with the enterprise sales team, to ensure they had pitch decks, customer stories, FAQs, pricing, operations, and sending key input for the product roadmap.
Marketing content
Crafted all web copy, ebooks, and partner marketing content & webinars to bring the joint value proposition messaging to life and drive leads.
Competitor intelligence
Created all of the competitor intelligence and sales battlecards for the new solution.
Channel events
Co-created the “campaign in a box” for the sales channel network, to properly pitch and position the new solution to their buyers.
“Hollie is a bright light at Nextiva. She brought all her charm, knowledge and skills to bear successfully bring Nextiva's CCaaS product to market and grow it in a crowded field. She knows how to identify and communicate the most critical points of value, to the right audience, at the right time.”
Caroline Hacker, Dir. Communications
“Hollie is an absolutely elite marketer across multiple dimensions and I was immensely lucky to have her on my team. In addition to being elite at messaging/positioning, product strategy, and creating structure out of ambiguity, Hollie has such a strong executive presence that commands the attention of the highest executives down through the earliest employees.”
Chris Haberle, VP Product Marketing
“Hollie made immediate and resounding contributions to the business through her detailed product and project management, impactful copywriting skills, interpersonal relationships, and overall great attitude.”
Jeff Turner, VP Channel Marketing
