One platform, five industries, 22 buyer roles, all positioned in about 70 documents
mode40 sells one platform into manufacturing, aerospace and defence, healthcare, education, and the public sector. Each buyer needs to hear a different story, and mode40 had one marketer to write all of them.
What I did
- One source of truthA master positioning set covering the platform, how it's explained, and how it's sold, so every document pulls from the same words.
- Five industriesA brief for each, written in that industry's language and backed by the proof available today.
- 22 buyer rolesA short guide for each person who signs off or pushes back, from what they worry about to what they need to hear.
- Plain EnglishEvery claim is paired with a concrete example, so a buyer can picture it.
What happened
- About 70 documentsFinished in June, covering the whole company, with the 22 buyer roles among them.
- The master sales deckShipped the same month, built from the same set.
- Where the proof comes fromThe customer numbers we quote today come from manufacturing.