Navigating turbulent success
Empowering Innovation: The Role of Strategic Partnerships in MURAL’s Ascension
Imagine you’re a startup company with a great product, toiling away at improvements and hoping for success. Suddenly, your user base expands exponentially. Among your new customers are several multinational corporations with specific needs and expectations. If you can serve them well, there’s a good possibility they will grow their accounts with you significantly.
Facing a good problem
This good problem—rapid expansion coupled with the need to meet diverse customer requirements—was precisely what MURAL encountered when they reached out to Territory for assistance in early 2020. Global lockdowns compounded the challenge, necessitating innovative remote and hybrid work solutions.
MURAL, at its core, is an online whiteboard tool that facilitates effective team collaboration through visual thinking. The complexities of their service demand a nuanced approach to strategy and implementation.
Strategic solutions for growth
When MURAL sought our help, we recommended five streams of work:
- Broad and holistic strategies to leverage the sudden user base growth, focusing on new revenue streams and service differentiation.
- A learning platform tailored for corporate clients yet partially accessible to all users, enhancing their MURAL experience.
- An advocacy program designed to identify and support internal corporate advocates.
- A training and certification system for power users and facilitators to showcase MURAL’s capabilities to major clients.
- Staff augmentation with skilled professionals from Territory’s talent network, ensuring MURAL’s team remained strong and aligned with their culture.
Each initiative was designed not only to solve the immediate challenges but also to position MURAL for sustained growth and success.
Imagining and executing big-picture strategy
Our approach centered on big-picture strategy. We innovated the client’s business model with a sharp focus on diversifying revenue streams and differentiating their services. This strategic pivot aimed to not only enhance their market position but also to secure a competitive edge by offering unique value propositions. Through this transformative journey, we ensured that our client was well-positioned to capitalize on new opportunities to drive sustainable growth and profitability.
Envisioning a creativity marketplace
In partnership with leaders from MURAL, we conceived of a marketplace designed to educate, connect, encourage, and enhance users’ experience with MURAL. This marketplace would create new opportunities for revenue, highlight MURAL experts, provide learning opportunities, and allow users to connect with each other to share best practices, ideas, templates, and more.
Creating a skill-building learning platform
We believed that training was a key component to MURAL’s success with large corporate accounts—the faster people understood how to use MURAL—not just the nuts and bolts of the software, but also how it could help them in their work—the faster accounts could grow and MURAL could become a central and critical part of the working life of employees. Territory leveraged decades of experience in corporate learning, working closely with MURAL to design a learning strategy, set up and optimize a learning platform, begin developing and producing content, and deliver that content to users.
Cultivating advocates & ambassadors
To establish a robust network of ambassadors for our client, we first clarified the business opportunity and laid the groundwork for a targeted strategy. We then developed a specialized suite of tools to empower ambassadors with the necessary skills in cloud technology, facilitation, and business strategy. With these foundations, we launched the program, focusing on the effective recruitment, training, and activation of ambassadors. This strategic approach enabled us to quickly bring a vibrant community of advocates to life, driving meaningful engagement and business results.
Building the Playmaker consultant network
We offered support and insight to assist our client’s team in role definition, recruitment, and training, aiming to align efforts with their objectives. As a participant in the Playmaker network, we played a role in enhancing our client’s industry stance, which contributed to the attraction of top talent and operational improvements. This endeavor underscored our commitment to furthering our client’s goals with precision.
This journey with MURAL underscores the power of strategic partnership in navigating the challenges and opportunities of rapid growth. At Territory, we’re committed to providing our clients with the innovation, strategy, transformation, and storytelling needed to thrive in today’s dynamic business landscape. If you’re looking for a partner to help chart your course through turbulent success, we invite you to join us. Let’s create your success story together.
Explore more
