SPS Commerce

SPS Commerce, headquartered in Minneapolis, Minnesota, provides a comprehensive B2B integration solution to every partner in the supply chain. As the proven leader in Software-as-a-Service (SaaS) EDI, SPS Commerce stands behind its thousands of customers providing a reliable, secure, cost effective, and hassle-free way to satisfy all trading partner connection requirements.

The Challenge

SPS Commerce had long been known as a leading hosted EDI provider. Much was written about EDI in the 1990s, but little excitement was being shown for EDI’s greater impact on the global supply chain made possible by the growing SaaS model. The company also discovered that while most groups within the company were articulating the benefits in the same way, the messages needed to be up-leveled to fully exploit their value proposition. There was also a certain level of disconnect among media and analysts. For example, Gartner referred to the marketplace as “B2B Project Outsourcing,” while Forrester saw the SPS solution as primarily EDI.

As SPS Commerce’s PR Agency, PAN needed to build category awareness to ensure that analysts recognized the right market space for SPS Commerce, and take notice of its double-digit growth. In addition, SPS Commerce sells into a highly crowded marketplace. While their nearest competitor is less than half their size, dozens of vendors exist in this B2B integration space, so exploiting real differentiators and leadership was crucial.

PAN set out to elevate the value that SPS Commerce’s offerings bring to retailers and suppliers and to create a compelling, consistent message that all parties could buy into and begin to convey across the organization.

The Approach

The PAN team conducted a comprehensive messaging exercise to differentiate SPS Commerce and articulate its value for retail and CPG clients. This involved reaching out to more than a dozen individuals across different lines of business, including R&D, finance, sales, and the executive team, among others. The PAN team polled these individuals across key points—encouraging them to share frank responses to thought provoking questions. Gaining these multiple viewpoints helped the team understand what is most valuable about the firm in order to set it apart from the competition.

In addition, the team conducted an in-depth competitive study of analyst viewpoints of SPS Commerce and the overall B2B supply chain communication space.

Based on their input, the PAN team crafted messaging to articulate the value that SPS Commerce brings to its clients. The team then presented its messaging to key stakeholders, spurring more discussion and message refinement.

Concurrently, PAN initiated media training for SPS Commerce spokespersons, ensuring all executives will speak the same language and deliver spot-on messaging on a consistent basis.

The Results

The PAN team has now refined the SPS message to be more engaging and sustainable. The messaging now clearly and succinctly explains SPS Commerce’s leadership and unique benefits to its customers, prospects, analysts, partners, and media alike.

Today, SPS Commerce spokespersons can better communicate their roadmap and how their current position fits into that vision. The new messaging has given the company a strong foundation for future PR activities. The company anticipates that its messaging exercise will prove to be extremely beneficial as it launches a media and analyst tour in the New Year.