TIG Canada needed to establish a Canadian market presence, compete against AWS and Azure for government cloud contracts, and build a marketing function from scratch. We built the story, ran the marketing, and stayed through the acquisition.
Technology Integration Group was establishing its Canadian branch and needed to build market presence quickly. As a managed service provider to federal and provincial governments, they faced an existential challenge: hyperscalers like AWS and Microsoft Azure were coming for their infrastructure customers. They needed differentiated positioning, a marketing function, and a path to revenue.
We started with a Story Blueprint engagement to build TIG Canada’s core solution messaging. The positioning we developed reframed their cloud and data center offerings as “Software Accelerated Hybrid Cloud” and “Software Accelerated Data Center,” shifting the buyer conversation away from infrastructure cost and toward digital transformation acceleration. This gave TIG a story that AWS and Azure couldn’t replicate: Canadian data residency, hyper-security, and unified control from data center to cloud.
As their Fractional CMO for five years, we then built and ran the marketing function. This included marketing campaigns, partner collaboration to execute MDF funds, and lead generation activities that drove pipeline across their target accounts. We also provided event support and thought leadership content to build TIG’s credibility in the Canadian government market.
TIG secured cloud contracts with both the Canadian federal government and the Ontario provincial government, exceeding $1M in combined value. The company was subsequently acquired by Converge Technology Solution. The relationship continues today, under their new brand Pellera, supporting Pellera’s Riverbed campaign and partnership.
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At The Story Architect, we help B2B tech companies fix the story that’s costing them deals.
Is Your Story Ready for the Market? Let’s find out where it’s breaking down.
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+1-844-467-2282
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