"Building consensus while developing a compelling differentiated position is what CXO does best. They came into Borland as partners, managed the process and helped us navigate from brainstorm discussions to the creation of an actionable story that aligned our organization and defined a vision for our sector"

Aaron T. Feigin, Vice President, Corporate Communication

After years of acquisitions, Borland Software had accumulated a wide range of products for practically every aspect of software delivery. The company sought to express a unifying vision for its disparate products and to align its corporate and product marketing messages to convey a clear focus.

Borland’s executive team hired CXO Communication to help them identify and articulate how Borland is more than the sum of its parts. As part of a systematic positioning and messaging project, CXO interviewed dozens of company leaders, customers and industry influencers to identify Borland’s strengths and opportunities. We facilitated several rounds of consensus-building workshops with company executives and ultimately aligned all of Borland behind the vision of ”Software Delivery Optimization.“ This catchphrase for Borland’s business strategy set the company’s course for the following four years.

Following the initial positioning and messaging project, CXO helped Borland develop a go-to-market communication strategy that secured the company’s position as a leader in its sector.