Changing perceptions in strategic accounts

Business challenge

Through a series of strategic acquisitions, Oracle has transformed itself from database vendor to digital innovator. This elevates its value for customers, taking Oracle out of the IT heartland and creating space for a new type of dialogue with business stakeholders.

Our aim was to win the attention of senior decision makers in strategic accounts - asserting Oracle’s voice as a partner for business transformation.

ABM objectives at a glance:

  • Identify stakeholders and inspire them with Oracle’s vision
  • Turnaround customer views of Oracle
  • Trigger a step change in Oracle’s role as  a ‘database supplier’
  • Convince key accounts that Oracle was more than a technology player

Strategy

The first aim was to target Oracle’s key and lead accounts. MomentumABM was tasked with targeting up to 70 of these accounts in the first phase and put in place a scalable ABM to reach more in the future. A single go-to-market message was created, rather than disparate messages for each line of business. A customer-first approach rather than a product-first approach gained more credibility and created more strategic relationships beyond the IT function.

Oracle is investing heavily and aggressively in its move to building modern digital platforms, with a strong portfolio of cloud-based applications, platform services, and infrastructure. With its digital team, this is now allied to a clear understanding and expertise in digital strategy and projects.

Jane Mackenzie-Lawrie - VP Customer Centre of Excellence, QuintilesIMS (now IQVIA)

Execution and engagement

Our engagement strategy used thought leadership to demonstrate Oracle’s perspective on digital transformation and what this means in practice.

We chose Oracle’s Head of Digital – a respected digital transformation expert – to act as a ‘hub’ for opinion pieces and perspectives. These included blogs, interviews and roundtable events which grabbed the attention of analysts, journalists and industry commentators such as Wall Street Journal, The Times, Forbes and IDG.

We also created a series of assets which visualized digital use cases within the context of different industries. For further relevance we customised these assets to reflect the language and visual identity of individual accounts.

Oracle may not be the first name that comes to mind as a digital partner, but over the past two years, beginning in the EMEA region, the company has developed a strong competency to advise enterprises on digital strategy.

Tim Jennings - Chief Research Officer, Ovum IT

Results

Over the duration of the program we have accelerated $mm deals in strategic accounts. To illustrate with just one example, our narrative about digital innovation in the transportation sector went viral in one account and was ultimately played to the board which signed off a strategic deal.