Lytics cut through the noise in a crowded & complex CDP space

CHALLENGE

Standing Out in a Crowded & Complex Market

The CDP industry is complex and often ill-defined, with many solutions competing for attention. The market was dominated by players who built their messaging around data volume and ease of implementation. Lytics found itself in a difficult position—its strongest differentiator was not its data collection capabilities but its ability to turn data into actionable insights.

However, this value proposition wasn’t always clear to prospects. Many sales conversations were overtaken by technical stakeholders, making it harder for Lytics to win deals on a marketing-first narrative.

Lytics recognized the urgency to clarify its differentiation and appeal directly to marketers—the audience that would benefit the most from its platform. The company needed a new strategic narrative that would cut through the noise and give sales teams a stronger foundation for their conversations.

SOLUTION

Understanding the Competition

To create a compelling positioning strategy, we first needed to understand the competitive landscape and the challenges Lytics’ sales team was facing. Through interviews with sales reps, we uncovered key pain points, identified the ideal target audience, and explored how deals were being won and lost.

We also conducted an in-depth analysis of competitor messaging and industry trends. This research revealed a crucial opportunity: while most CDPs emphasized data collection and management, few focused on how to turn that data into meaningful insights and actions. This was Lytics’ opening.

Crafting a Differentiated Narrative

Through a series of workshops with the Lytics team, we developed a new messaging framework that positioned Lytics as an insights-first CDP built for marketers. Rather than competing on data management alone, we shifted the focus to how Lytics helps businesses make sense of their data and turn insights into marketing results. This differentiated Lytics from the other data-oriented CDPs - epspecially in the eyes of their marketing ICP.

This helped shape discovery calls by helping prospects reflect on what they needed data for.  Instead of assuming more data is always better, we moved the focus to using the right data to drive marketing.

Bringing the Story to Life

We gave substance to this new story by  demonstrating how the platform turns raw data into marketing insights. The slides walked prospects through real-world use cases and envisioned how the platform could work for them.

IMPACT

Driving sales & marketing success

With the new sales narrative in place, Lytics’ sales and marketing teams had a clearer, more compelling way to communicate their value. The updated messaging helped:

• Support discovery calls, allowing prospects to better articulate what they wanted to achieve with their customer data.
• Empower account executives to close key deals by making the value proposition more accessible and impactful.
• Extend the messaging beyond sales, with the new narrative repurposed into a voice-over marketing video that reinforced Lytics’ positioning across different channels.

By repositioning Lytics as an insight-driven CDP, we helped the company break through the noise in a crowded market. The result was a stronger, more compelling sales story—one that resonated with decision-makers and gave Lytics the competitive edge it needed.