“Trainer Communications is 'moving the needle' to elevate netDialog as the pioneer of online customer management in a very competitive industry. Their creativity, soild relationships and results-orientation have helped netDialog position its unique closed-loop solution above the crowd.”
close 
Co-Founder, CEO and President, netDialog
Positioning for Acquisition: G-Log Woos Oracle
| Project: | Elevate G-Log messaging and positioning from niche transportation technology provider to supply chain industry force. |
| Challenge: | Rapidly increase sales and global momentum to position company for acquisition. |
| Results: | Customer case studies and testimonial-based video drive inbound sales leads, ultimately leading to 16 consecutive quarters of record growth and an Oracle acquisition. |
It was a critical juncture for G-Log – the company would either remain a point solution provider to help manage transportation, or, with a strong marketing and PR push, the company would transform into a must-have enterprise software player for managing Fortune 500 global supply chains. G-Log tasked Trainer with re-messaging the company to take on i2, Manugistics, and SAP and then execute a customer program to tell G-Log’s story to the world – through the eyes of global giants like DuPont.
- Trainer re-launched G-Log, transitioning a technology-speak (feature/function), transportation-focused message to a business benefits, integrated logistics management message.
- Trainer elevated G-Log’s credibility as an international supply chain leader by cleverly aggregating statistics resulting in powerful messaging, including: “More than 15 top-tier customers with combined revenue exceeding $100 billion now use the G-Log software to support their transportation and logistics operations around the world.”
- Trainer developed a customer program and “smooth talked” blue-chip companies that had never granted interviews for G-Log to date, to sing their praises with the media.
- The customer program yielded a handful of strong G-Log advocates, including the likes of DuPont, who went on record with quotes that validated the business benefits of the G-Log solution: “Each day of inventory we can reduce is worth $25 million to the company.”
- Trainer further tapped G-Log’s customers at the company’s user event, which provided the perfect forum to videotape passionate customer testimonials. Ultimately, Trainer produced a compelling video that G-Log’s sales force repurposed in a variety of ways, immediately leading to two deals closing.
- From an editorial perspective, Trainer generated case study articles in key I.T. and supply chain publications, resulting in 26 inbound sales leads.
Ultimately, Trainer helped G-Log:
- Grow its customer base from 15 in late 2002 to more than 50 in 2005.
- Experience quarter over quarter growth for 16 consecutive quarters (and Trainer executed corporate momentum press releases to coincide with this growth)
- Realize widespread recognition from the industry analyst community as the leading provider of transportation management software for the logistics service provider industry (and ranked among the top 3 TMS providers for Fortune 500 shippers)
- Enhance corporate valuation, ultimately resulting in the acquisition by Oracle
