Leveraging TechInsights' Power product to develop a targeted sales strategy by identifying key areas for product enhancement and pinpointing gaps to address, enabling successful sales engagement with a major Foundry account

The Challenge

The Capital Equipment sales team is developing a strategy to expand business with a major Foundry account. They reach out to Marketing and Product Management to identify relevant equipment for the Foundry. To do this, the Capital Equipment product and marketing teams need to understand the Foundry’s power devices and semiconductor processes to map their products to the Foundry’s needs. However, this detailed process information is typically unavailable and requires internal reverse engineering, which can take months if lab capacity is available.

The required information includes process details and process flow, which involve identifying target devices and reverse engineering their structures, dimensions, and materials. This data would allow Equipment supplier to match their products to the Foundry’s manufacturing processes and support accurate sales pitches.

How TechInsights Can Help

TechInsights’ Power product provided the Capital Equipment company with both the process and process flow information they needed. The Power product offered a comprehensive library of the Foundry’s power device processes, enabling the supplier team to understand the Foundry’s production processes without having to perform the costly and time-consuming reverse engineering themselves. This information also gave the company valuable insights into the types of competitor equipment used by the Foundry, allowing them to quickly respond to sales requests and improve their competitive positioning.

The Results

In leveraging TechInsights’ Power product, the Capital Equipment product and marketing teams were equipped with the necessary information on the Foundry’s production processes to then deliver the necessary information to their sales team, enabling them to effectively target the Foundry customer. The company’s sales team was able to expedite their sales strategy generation process and save 2-3 months of sales strategy development work, saving them more than $50k per project and ensuring a faster time to market.

In addition, with the insights gained from TechInsights’ Power, the Capital Equipment company’s product and marketing teams improved their competitive positioning by understanding where gaps and opportunities for improvement existed within the Foundry’s current semiconductor production processes, enabling them to target the Foundry more effectively as well as other Foundries in the future. By having the right data at their fingertips, the sales team can better tailor their pitches, helping them capture new business and secure a stronger foothold in the semiconductor market.