Telmac didn't have a capability problem. They had a perception problem. Their team brought 25+ years of hands-on experience and a record of winning deals on governance and strong partnerships. Prospects never saw that side of the firm. Their marketing led with savings, so the market saw a cost-cutting vendor.
Over four months, we worked with TechCXO and Telmac's leadership to build a new positioning plan from the ground up: category position, messaging, buyer personas, and priority verticals centred on governance. Then we put it to work, briefing every page against the plan and launching a fully rebuilt website on the new position.
Telmac's rebuilt website now reflects its expertise: governance-led messaging, dedicated vertical pages, and use cases that back their claims. Since launch, the positioning has been closing deals and new products built from the ICP work have been driving new business. Internally and with prospects, Telmac is now seen as a category leader that belongs in enterprise-level conversations.
Dave Bass · Managing Partner & COO, Telmac Group
What we did
We started with a full audit of Telmac’s website, content, and sales materials, alongside a competitive analysis of eleven firms in the IT and telecom advisory space. We looked at how each one positioned itself, what they claimed, and how buyers searched for them. Savings percentages dominated the category. Telmac had the track record and expertise to stand out, but their website told the same story as everyone else’s.
TechCXO’s Rose Lee led interviews with Telmac’s clients, partners, and leadership, while we worked alongside the team in brainstorming sessions and a brand persona workshop. We built ideas from their own language and pushed them with challenging questions about what made them different. It led to honest internal conversations about who Telmac is, and what they’re truly excellent at.
The research and interviews gave us a clear picture of the category and of what Telmac’s clients valued most. From there, we helped leadership build a position around what had always set them apart: governance-led advisory from practitioners with 25+ years on both sides of the vendor table. We sharpened those strengths and made them the foundation of how Telmac presents itself.
Next, we turned the position into messaging the whole team could use. We defined four buyer personas, focused the go-to-market on three priority verticals, and developed a tagline platform that landed on Transforming Complexity Into Capital. Together with TechCXO, we presented the full framework to Telmac’s leadership as one plan, giving them a clear way to talk about the business in every pitch.
We applied the new positioning across a full website rebuild, reframing every section around the new messaging. The site now guides visitors to the information that matters most to them and presents Telmac with the authority its experience has earned. It’s become an active part of the sales process, helping the team build credibility and close deals.
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