Within a six-month window, the Amazon team and its partners needed to create a more sophisticated B2B strategy and brand informed by global research, including the look, feel, tone and approach.
Amazon Incentives also needed to better align its sales and marketing efforts, creating new global marketing materials and sales training to help the sales team better engage with its target audiences. The goal was to accelerate double-digit growth of a product offering that includes gift cards, Amazon Prime membership and Audible access all under a new brand offering called Amazon Incentives.