Oudi Antebi is the vice-president of Marketing and Strategy with Toronto-based Panorama Software Ltd. With branches around the globe, Panorama is a leading provider of business intelligence (BI) software — highly sophisticated technology for gathering, providing access to, and analyzing the kind of data that helps global organizations make better business decisions.

Antebi’s dilemma was how to clearly communicate the value proposition of their product to prospective clients. They also required a variety of sales materials to support and convey this value to targeted decision-makers. “No matter how well you know your product, using words to articulate its value is not always an easy task,” says Antebi.

This is especially true when both sales staff and prospects are looking for strategic, actionable information to cut through technical jargon. It’s a challenge that can only be solved by a unique combination of critical analysis and strategically crafted marketing collateral.

To help solve his unique problem Antebi turned to Tribal Communications. Antebi previously collaborated with Tribal while he was responsible for marketing Microsoft’s business intelligence applications.

“They absorb, learn, read, and come back to me in a matter of days, and we do a brainstorm to align our ideas, Antebi says. Tribal helped Antebi develop a solid messaging framework and gave him a number of key pieces to help position the company including a highly effective “Why Panorama?” whitepaper.

“Because Tribal comes from a more strategic place, they understand that customers need to hear exactly how the product can help them.”