Portfolio
ADG
Making a complex China-entry offering easier to evaluate.
Making a complex China-entry offering easier to evaluate.
Western technology companies faced customer demand for service in China, alongside concerns about compliance, investment, and control. ADG offered a co-managed approach to market entry, but that model required a clear explanation for prospective customers.
TWG organized ADG’s positioning and sales collateral around the decisions behind market entry: how to meet customer demand in China, which responsibilities to retain, and when to invest further. The story made control and staged investment central to explaining the co-managed model, rather than presenting market access as a standalone benefit.
Program evidence: The resulting materials separated ADG’s operational responsibilities from the customer’s platform responsibilities and explained buyer fit and alternatives. This gave the team a reusable framework for sales conversations, helping prospects evaluate an initial entry and understand how their commitment could expand over time.
Capabilities: Brand and Positioning · Content and Visibility
