Video Interview Part 1: Rebrand

Interview: EI & Citrix

Tony Jarvis, Managing Director at EI, speaks to Rachel Teare, Senior Director High Touch & High Reach Marketing at Citrix, about their rebrand.

Citrix's marketing organisation is typically led by the Global team, in conjunction with regional leads such as Rachel.
For their rebrand, Citrix wanted to challenge the traditional view of what a brand launch could be. While some colleagues were focused on the traditional big initial splash, Rachel and her EMEA team were determined to lengthen the brand launch timeline of impact.
A key focus was ROI and ensuring that the initial splash would lead, over time, to pipeline growth.
As such, Citrix's work with EI focused on media partnerships for visibility, thought leadership, and ultimately demand generation activity.
Before the pandemic, Citrix had established a hybrid culture of remote and in-office working, so they were well-positioned to ensure that the pandemic did not destroy the opportunity to collaborate.
The technology was in place to ensure that Citrix could remain agile, and working remotely enabled Citrix teams to move faster, and enable conversations that may not have been possible otherwise, bringing more people actively into the process.
The interaction with regional marketing teams, who had responsibility for working with key local vendors and publishers, was crucial, as was the ability to hold global stakeholders to account for what was needed at a regional level.
Everyone had a seat at the table from the beginning, enabling the agility that Citrix demonstrated during their rebrand.