skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration


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

Recommended Articles


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team: +44 7771 980316

Asia-Pacific team: +61 (0)3 960 16700

US team: +1 212-652-5335

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now