The Sorcero Guide to Enterprise Messaging: Balancing Vision and Value
Enterprise messaging is a journey, not a destination. In a recent Category Visionaries episode, Sorcero founder Dipanwita Das revealed how their messaging evolved from grand vision to concrete ROI, and finally to a powerful combination of both that drove 400% year-over-year growth.
The Three Stages of Enterprise Messaging
“We started out with a vision for a transformed industry,” Dipanwita explains, tracing their messaging evolution. This initial approach painted a picture of industry-wide transformation, but customers needed more than vision alone.
“Then we had the next generation of our messaging, which was much more specific to the product or the application we had in market at the time,” she continues. This shift focused on immediate, tactical value rather than long-term transformation.
Finally, they found their sweet spot: “Now, again, it’s gone to somewhere in the middle where we still speak to that transformation, but we’re still very specific about the ROI that people can get from each of our applications.”
Building the ROI Story
Sorcero developed a three-part value framework that resonated with enterprise buyers:
- Speed: Their platform achieves “92% faster” execution of key tasks.
- Cost Efficiency: “It’s cheaper for them to use a single piece of software rather than have a collection of tools and data subscriptions, and also pay consultants and also hire people.”
- Strategic Impact: “They are able to have insights into their data, their customers and their products in a way that they were never able to do before. And they can measure it.”
Connecting Individual Value to Industry Impact
The key was linking immediate ROI to larger transformation. Medical affairs teams weren’t just buying software – they were investing in better patient outcomes. As Dipanwita notes, “Medical affairs is much more focused in the business of treating patients, not just making money or not making money at all. It’s mainly focused on patients.”
This connection between tactical value and strategic impact became central to their message. When a company has “spent maybe about eleven years and $2.6 billion to take a new product to market,” they need both immediate returns and long-term transformation.
The Partnership Element
Their messaging also emphasized enhancement over replacement. “Our customers have traditionally bought services and have depended on expert consultants to be able to do their job,” Dipanwita explains. By positioning themselves as partners rather than disruptors, they reduced adoption friction.
Creating Network Effects
The effectiveness of their messaging was amplified by industry dynamics. “It’s both a big and a small industry. Everyone talks to each other,” Dipanwita shares. “Which means once the top three customers begin to use us and start talking about us, the other ones follow.”
Framework for Enterprise Messaging
For founders targeting enterprise customers, Sorcero’s evolution offers a valuable framework:
- Start with transformation vision to open minds
- Prove immediate value with specific ROI metrics
- Connect tactical wins to strategic outcomes
- Emphasize enhancement over disruption
- Let customer success drive industry conversation
The ultimate validation? “We collect stories,” Dipanwita notes, “and we have had a few of our investors come and tell us personal stories of how they used Sorcero to craft and to change and advocate for more appropriate treatment for themselves.”
For enterprise founders, the lesson is clear: powerful messaging isn’t about choosing between vision and value – it’s about connecting them in ways that resonate with how enterprises actually buy and adopt new technology.
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