Examples of Work : Cylink Corporation

Effectively Positioning & Branding a Company

At Cylink, a provider of security solutions for e-business, Theresa was Vice President of worldwide marketing, reporting to the CEO. She was a key member of the executive team and an Officer of this $80M public Company. Theresa started Cylink's transformation from an engineering-driven company into a market-driven organization, and built a strong, well-respected team of 30 professionals.

Theresa's accomplishments there include developing Cylink's new positioning to unify the company and its messages. Crystallizing a disparate group of products (hardware & software) and services, Theresa developed an "umbrella" positioning that the company could identify with. It was the high-level "elevator" pitch, which preceded the more detailed concepts on products, services and Cylink's value.

The net result was a unified corporate positioning known and embraced by all employees. Now, when the CEO asks, "what do we do?", the employees can answer in one voice. This enables Cylink to reap the benefits of synergy in spreading the word to a larger audience. In general, it's now much easier to introduce Cylink to outsiders: industry analysts, press, job candidates, investors, etc.

Entering a New Industry with a New Product

Theresa's work at Cylink continued by developing the PKI group from infancy to a robust, market-aware organization. PKI is an increasingly -competitive area (number of players growing, prices shrinking), and Cylink was poised to enter this field with a product that lacked the features to be competitive and an offering that did not include a technical consulting expertise.
Theresa developed a marketing and sales strategy for the PKI that would focus efforts on one market - government - which would capitalize on;
- The Company's strong Federal Sales team,
- Close relationships with established government integrators,
- Previous wins, good reputation, and strong references in government accounts

The net result was a respectable PKI offering finely focused on a select market in which Cylink had the greatest chance of success, thus optimizing the investment of resources.

Managing Product Life Cycles

At Cylink, Theresa formed a solid, professional, world-class Product Line Management group. Instituting EOL programs that will trim the long list of over 60 products currently being manufactured by Cylink down to just over 20, while continuing to satisfy the Company's installed base.
The net result will be millions of dollars in annual savings in Cost of Goods Sold (COGS).

For more information, see www.cylink.com

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