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POSITIONING SUGARCRM FOR GROWTH

The world leader in open source customer relationship management software, SugarCRM made its name by appealing to technology insiders. But after half a decade of growth, it needed new ways to differentiate its product, position its message and zero in on one key market.

Rainmaker partnered with SugarCRM to create both corporate and product positioning. We interviewed dozens of customers across a range of organizations—large, medium, and small—to gain insights and determine the company’s sweet spot. We then managed the internal conversation and guided the SugarCRM team to consensus.

The resulting clarity led to a strong, less technical message aimed squarely at midmarket business customers: CRM Made Simple. The results have validated our recommendations: clear, consistent communication and outstanding sales among mid-market companies.

“Rainmaker’s approach is the opposite of boilerplate—it’s creative, imaginative, and pertinent.”

—Nick Halsey, Vice President of Marketing, SugarCRM