GE M&C wanted to approach their customers in a different way. They used to go to market talking about their products, how nice and sharp and shiny they are, and it was time to change that dialogue. They wanted to talk about solutions from the perspective of what the customers’ problems are as opposed to just packaging up a bunch of products and saying, ‘Here is a solution’.
So they came to Kaon to create an interactive digital platform to arm its sales team with eight stories--one for each of the customers GE M&C serves in the oil and gas industry --that talks about customers’ operations and major challenges. The application is now the bedrock of how GE M&C talks to existing and potential customers and partners both from a sales and marketing capacity. GE M&C's initiative was the first of several others like it for a variety of GE businesses, such as GE Oil & Gas, GE Power & Water, GE Critical Power, and GE Healthcare.