THE WORK 

TERADATA’S BEST DECISION

POSSIBLE

OBJECTIVES

  • Establish new brand category that
    incorporates acquisitions
  • Introduce Teradata to new and diverse audiences
  • Redefine brand to reflect expanded products and services

SITUATION

Teradata is the $2 billion industry leader in decision-support data warehousing. Acquisitions of business application and “big data” analytic companies gave Teradata a broader services offering — just what it needed to compete against bigger rivals such as IBM and Oracle. Teradata still sells to its traditional IT market. But now, they’re also talking to c-level executives, chief marketing officers and business analysts.

SCHERMER Insight:
To gain relevance with a non-IT audience, we established a new category: analytic data solutions.
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THE SOLUTION

We helped the Teradata marketing team quickly understand what mattered most to its new, expanded customer base: the ability to create advantage from data. We redefined the Teradata brand to make it relevant to people who never set foot inside a data center. To keep pace with customers, we prioritized Teradata’s go-to- market strategy and designed a new demand generation program. By clearly articulating what the new brand was all about — making the best decisions possible — we elevated Teradata’s game against the industry’s biggest competitors.