Check Point Checks-in with Customers Worldwide
Overview
Check Point Software Technologies, Inc.
is the worldwide leader in enterprise
firewall, consumer Internet security and
VPN markets. The company’s US
headquarters is home to Check Point’s
worldwide product marketing and
communications group. As security
technologies have become more complex
so has the myriad of customer, field, PR,
and product marketing requirements for
customer references and engagement.
Check Point Software Technologies, Inc.
is the worldwide leader in enterprise
firewall, consumer Internet security and
VPN markets. The company’s US
headquarters is home to Check Point’s
worldwide product marketing and
communications group. As security
technologies have become more complex
so has the myriad of customer, field, PR,
and product marketing requirements for
customer references and engagement.
The Business Imperative
Check Point’s product marketing programs
suffered from a stagnant customer
reference program that no longer provided
the team with the customer engagement it
needed to support the company’s solution
campaigns. Check Point needed deeper
understanding of how its products are used
in the areas of compliance, mobility and
enterprise management. Field sales had
another set of complex customer reference
requirements. The field needed customer
references that could discuss how they use
Check Point products in the areas of
network access control (NAC), security
event management, and virtualized security.
Taken together, Check Point had a complex
list of customer reference requirements to
satisfy.
While Check Point has a robust customer
and sales database that captures a
comprehensive amount of customer
information, there was no way to tell how
the customers were using Check Point
products and applications. Check Point
needed a way to track and apply customer
information to shorten the sales cycle and
provide meaningful feedback to the product
marketing team responsible for creating
solution campaigns.
Check Point’s product marketing programs
suffered from a stagnant customer
reference program that no longer provided
the team with the customer engagement it
needed to support the company’s solution
campaigns. Check Point needed deeper
understanding of how its products are used
in the areas of compliance, mobility and
enterprise management. Field sales had
another set of complex customer reference
requirements. The field needed customer
references that could discuss how they use
Check Point products in the areas of
network access control (NAC), security
event management, and virtualized security.
Taken together, Check Point had a complex
list of customer reference requirements to
satisfy.
While Check Point has a robust customer
and sales database that captures a
comprehensive amount of customer
information, there was no way to tell how
the customers were using Check Point
products and applications. Check Point
needed a way to track and apply customer
information to shorten the sales cycle and
provide meaningful feedback to the product
marketing team responsible for creating
solution campaigns.
Bottom Line Results
Revitalizing Check Point’s customer
reference program was a 10-month
engagement that involved building profiles
of product deployments and then
contacting customers that match a profile
and further qualifying them. Once a
customer was qualified, I recruited them
to participate in a product market interview
process. The interview process allowed
the customer to ask questions and
provide feedback surrounding their
experience. Product marketing received
the customer insight they needed to drive
marketing strategy and programs. At the
conclusion of my engagement Check
Point’s customer reference program
provided:
Revitalizing Check Point’s customer
reference program was a 10-month
engagement that involved building profiles
of product deployments and then
contacting customers that match a profile
and further qualifying them. Once a
customer was qualified, I recruited them
to participate in a product market interview
process. The interview process allowed
the customer to ask questions and
provide feedback surrounding their
experience. Product marketing received
the customer insight they needed to drive
marketing strategy and programs. At the
conclusion of my engagement Check
Point’s customer reference program
provided:
 | A database containing details of more | |
| than 200 customer deployments | ||
| Answers to 96 customer reference | |
| requests from the worldwide sales force | ||
| An audio library with more than 20 | |
| customer interviews to support product marketing initiatives | ||
| A partner success story program and | |
| several high-quality success stories. See an example here | ||
| Win reports highlighting best practices | |
| in the field and sales achievements |
| Copyright © 2009 Tiffeny Price, Mountain View, CA All rights reserved. 411@tiffenyprice.com. |
| "Tiffeny led a fast track approach to answer our need to connect with our customer base and build a deeper understanding of how our products are used in the areas of compliance, mobility, enterprise management and both IPSec and SSL VPN remote access." David Burton, Director of Product Marketing, Check Point Software Technologies, Inc. |
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