Cox, $6 billion multi-service broadband and entertainment company, was interested in building a commercial voice, video and data services business in the 18 markets in the US where they already provided consumer services.
Regional Bell Operating Companies (RBOCs) dominated the category as the entrenched market leader and there were a slew of new competitors battling for the remaining market share.
Conceived and executed the brand’s go-to-market strategy launch Cox Business Services. Conducted market segmentation and positioning studies to identify the target customers and competitive brand positioning. Implemented a sales force automation system that provided lead generation for the Sales team based on segmentation results and profitability to serve. Created an integrated marketing campaign of TV, print and direct mail to raise awareness and generate demand.
Grew the business to $300 Million in revenue in 2 years, elevating the brand over many competitors to the clear #2 position to the established Regional Bell Operating Companies.