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Syncsort's rebranding in May 2018 wasn't simply a marketing facelift in response to upstart competition. It represented a broader shift in business strategy to meet the needs of modern business objectives and purchase behaviors.


  • Rebranding, for Syncsort, included significant organizational changes. The rebranding follows a period of sustained company growth, and emphasis has been placed on cross-departmental training initiatives and new leadership to solidify the updated positioning and value proposition.

Features and Benefits

  • Assesses Syncsort's historical role in the data management market, and evaluates the company's choice of timing to initiate a rebranding initiative.
  • Identifies the current trends in enterprise purchasing power and purchasing behavior that influenced, and prompted, Syncsort's strategy to rebrand.
  • Compares Syncsort's new positioning to its old marketing and sales strategy, identifying how the shift helps convey value to the modern enterprise decision-maker.
  • Identifies organizational changes that have occurred within Syncsort within the last 18 months, accompanying and accelerating the rebranding efforts.
  • Analyzes the broader enterprise software trend toward business-oriented positioning, and identifies Syncsort's potential differentiators in this market.

Key questions answered

  • What were the market drivers and historical factors that influenced Syncsort to rebrand at this particular point in time?
  • How have enterprise preferences and purchasing behavior for complex software solutions changed over the last several years?
  • What are the fundamental changes that Syncsort made to its positioning, marketing, and sales strategy in the course of rebranding, and how do they convey value to enterprise decision-makers?
  • How does Syncsort's rebranding initiative complement the company's sustained growth, and what organizational changes have been made to accelerate the new brand?
  • What other vendors in the information management market have recently undergone similar positioning changes, and how does Syncsort compare from a competitive standpoint?

Table of contents

Ovum view

  • Summary
  • A sign of the times, and shifting enterprise preferences
  • Streamlined messaging, underpinned by organizational change
  • Syncsort is not alone in its efforts, but has certain advantages


  • Further reading
  • Author