Launching a government performance platform in the Arabian Gulf

The question

Government agencies in the Arabian Gulf ran scattered, disconnected systems, with no central way to track strategic goals or monitor performance. How do you bring a new software product to that market?

Research and data

The launch was built around the problems agencies faced with tracking goals, performance and accountability.

The plan

The strategy for the government software line combined branding, product demos, direct marketing, sales enablement, trade shows, content and digital advertising.

The result

Government agencies in the region adopted Citizen1st after the first year of its launch campaign, and its success opened the way for more industry-specific products.

Full-time role: Brand Manager, 2007 to 2011.