01 — Challenge
Business Process Outsourcing services were perceived as low-value, cost-cutting solutions. Clients had matured beyond traditional transactional processes, increasingly seeking transformational capabilities that addressed both operational needs and strategic challenges like global process standardization.
The rise of procurement-led evaluations, internal benchmarking, and interest from new regions created a more sophisticated, demanding buyer. Customers needed decision-support and analytical capabilities with industry-specific expertise, not just transaction processing.
There was a huge opportunity to increase revenue by shifting customer perception, and repositioning Hewlett-Packard Enterprise's BPO portfolio as a strategic provider with digital transformation capabilities.
02 — Solution
I led a comprehensive repositioning initiative and analyst relations program to establish HPE as a strategic business transformation partner delivering complete managed solutions aligned with Gartner's emerging three-tier Process Enhancement Technologies (PETS) framework.
The new positioning centered on three pillars: CFO-aligned value proposition focused on cash flow acceleration, risk mitigation, and return on invested capital; best-in-class tools and technology within the full PETS spectrum, from labor-only to complete BPaaS with cloud services, ERP, and infrastructure; and Tier 1 finance and accounting capabilities with industry-specific expertise and no service gaps.
I executed a targeted analyst outreach program engaging Forrester, Gartner, IDC, PAC, and Ovum through regular executive briefings that showcased HPE's strategic capabilities and transformation outcomes.
I developed a thought leadership activation strategy for solution experts including live Twitter chats with industry experts, webinars on business transformation topics, and blog content demonstrating HPE's strategic point of view.
The program emphasized shifting the conversation from cost reduction to business outcomes, positioning HPE's BPO services as enablers of digital transformation and competitive advantage.
03 — Impact
The repositioning and analyst relations program tripled ARR over two years and improved HPE's placement within the Gartner Magic Quadrant for F&A BPO.
The comprehensive GTM plan with refined personas and strategic messaging enabled sales teams to engage customers at the CFO level, focusing conversations on business value in addition to operational cost savings, successfully transforming market perception from transactional vendor to strategic transformation partner.
