OPPORTUNITY

Vendavo made major moves to expand its capabilities and reach in 2019 by acquiring two firms —Swedish price-optimization experts Navetti and Dallas-based CPQ solution provider Endeavor Commerce — transforming from a legacy SAP partner into a SaaS-based global leader with presence in eight countries on three continents overnight.

ACTION

  1. Unify these previously separate entities, products, and services under one master brand, the NEW Vendavo.
  2. Build a strong, brand-driven corporate culture that would unite, excite, and motivate the integrated team.
  3. Reposition and expand the brand to transform perceptions of Vendavo from a legacy ERP solution provider to a forward-thinking, market-leading global SaaS partner.

RESULT

SIGNAL helped Vendavo launch their newly positioned brand in July 2019. In February 2020, Vendavo announced that “in Q4 2019, the company delivered its second-best quarter ever in software sales bookings. SaaS revenue growth for year ending December 31, 2019, was 79%.” Vendavo continues its dramatic global expansion and growth, outpacing the industry in revenue growth (33%) and retention (97%) in 2021.

The new Vendavo visual and verbal expression reflects the bold size and strength of the original Vendavo organization with the speed and agility of the newly acquired Navetti and Endeavor CPQ, calling on customers to unleash their true market potential.

 

UX design direction, verbal strategy, and visual concepting guided the
ultimate development and implementation of Vendavo’s new website.

 

Brand rollout and universal employee training united and aligned the international teams from all three original entities and inspired them to be brand champions in all they show, say, and do.

A series of environmental installations were developed in partnership with Vendavo’s Chief People Officer to embed and facilitate values education, culture building, and team integration into each of Vendavo’s five global headquarters:

“We’ve often reflected back on the work we did with SIGNAL as truly foundational to transforming our culture. We’ll always be grateful for their guidance and thought leadership. Plus, it was really fun!”

– Kristin Thielking, Chief People Officer, Vendavo

Outcome

With more than 20 years in various marketing roles, the brand strategy project with SIGNAL has been one of the most seamless, insightful, and truly collaborative experiences of my career. Cheryl, Cristina, and the entire team at SIGNAL have been the guiding light for process, analysis, strategy, and 360º development of our future brand vision. They are truly experts at what they do who are flexible, thorough, and delightfully collaborative, and who have delivered above and beyond our expectations.”

– Ambur Cole, Former Director, Global Marketing Programs, Vendavo

Partners:
Husky Creative – US Environmental Production
Signbox – Global Environmental Production