Overview
The merger of our client NTT Ltd. and NTT DATA Services in 2023 marked a significant strategic move for the business, combining their strengths to form a $30 billion IT services giant. This integration enhanced global competitiveness and accelerated digital transformation for their clients.
Beyond the corporate restructuring, the merger also sparked the need for a complete realignment of partner communications. The new entity would require consistent messaging and value propositions across all partners. This would require a standardised tone of voice, global proof points and a consistent content structure and design approach.
The scope of the project spanned 11 strategic partnerships, each requiring a tailored approach. With just a single quarter to align with the launch of NTT DATA Inc, it would take careful planning and execution to ensure timeous delivery, while finding a way to balance global consistency and partner relevance.
Our approach
To support NTT DATA’s partner ecosystem, Coterie led a phased strategy starting with five key partnerships. We took a bottom-up approach, using targeted discovery workshops to uncover each partner’s unique value and co-create messaging that resonated across both sides. As NTT DATA refined its brand narrative, we stayed agile—integrating fresh proof points and case studies to keep messaging sharp and relevant. Once the pilot group was aligned, we revisited the core value proposition to reflect the updated framework. This foundation powered a full suite of tailored assets—sales decks, Perspectives, web copy, and videos—each designed to spotlight individual partner value. We then scaled this approach to six additional strategic partners with equal impact.
The outcome
Together we created a structured and consistent set of assets that clearly communicated NTT DATA’s unique value proposition to each of their key partners. The company has a unified voice across this strategic partner group, conveying a coherent and compelling value proposition to its audiences. Each value proposition has been intentionally targeted at individual partnerships, ensuring that each value proposition is simultaneously consistent and unique. NTT DATA’s sales teams are now equipped to articulate their combined strengths with precision and confidence. Highlighting the distinct value of each partnership, the assets delivered enabled sales teams to provide a consolidated view of capabilities in a structured way. This methodology ensures a consistent global message while accommodating partner specific nuances. This reinforces NTT DATA’s position as a global entity with localised expertise. Meeting the predetermined deadline, we ensured NTT DATA Inc launched with a fully realised, unified partner communication strategy
‘Coterie’s structured approach and great project management made it possible to deliver the required partner value proposition assets on time for the launch of NTT DATA Inc. The tailored assets they created have enabled our teams to communicate our joint value proposition to partners with clarity and impact. Coterie’s partnership has been instrumental in delivering our new partner value proposition assets.’
