After launching a new brand identity, leadership had no data to gauge how the market was responding. Internally, the rebrand was viewed as modern and differentiated. Externally, awareness levels, favorability, and clarity were unmeasured. Across six global regions and four business units, teams operated without a shared understanding of how the brand was perceived by buyers.
While awareness reports existed in pockets, they weren’t tied to behavioral data—such as quote activity, funnel velocity, or win rates. In some markets, awareness exceeded 70% with no commercial lift. In others, low visibility brands were outperforming. The company couldn’t distinguish between familiarity and real buying interest, which meant budgets, campaigns, and enablement materials were being deployed without targeting precision.
Brand leaders were under pressure to prove that identity work and messaging changes were translating into market traction. With over $12M invested in creative, digital, and global rollout efforts, the team needed a repeatable framework to measure success—not once a year, but quarter by quarter, region by region, segment by segment.
We partnered with the client to design a global brand performance system—structured to capture perception and map it to real outcomes. The goal wasn’t just to track reputation, but to show how it impacted decision-making, funnel conversion, and revenue growth.
Survey results were integrated with internal CRM data—including quote generation, win rates, and average deal velocity. In markets where favorability increased by 10 points or more, quote activity rose by 12.4% on average. In regions where aided awareness exceeded 70%, win rates were nearly double. Critically, intent—not awareness—emerged as the most reliable leading indicator of downstream performance.
“We finally had the truth—not just what people thought about us, but what it meant for revenue.”
Each region received a quarterly brand dashboard showing trends in perception, funnel behavior, and market share. Marketing used it to refine messaging by segment. Sales used it to prioritize engagement. Executives used it to direct investments. The brand finally had operational relevance—and influence.
Discover how Intellimark can help you link brand metrics to commercial outcomes—and use them to drive real decisions.
Contact USThe brand team moved from perception to performance—and gained credibility at the leadership table:
12.4% average increase in quote volume in high-favorability markets
2x win rate in markets with aided awareness >70%
624 decision-makers tracked across 6 countries and 3 roles
5 competitors benchmarked in every market for context
A brand isn't what you say. It's what the market sees—and what it does next. Now they had the proof.