Supporting Buyer Understanding in a Complex Market
Citrix is a global digital workspace platform that helps organisations securely connect users to business applications and data from any device or location. Used across industries and geographies, Citrix operates in an increasingly complex environment where mobility, security and control must work together seamlessly.
Mobile security is a crowded and often confusing category. For many buyers, understanding risks, implications and value — particularly without deep technical knowledge — is challenging. Clearly articulating why Citrix matters, and how it differs from alternatives, was critical.
Supporting buyer understanding across diverse audiences
Citrix needed a way to communicate the value of its technology to a broad, non-technical audience — across multiple sectors, countries and levels of familiarity with security and IT infrastructure.
The challenge wasn’t capability, but clarity:
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helping buyers understand the consequences of poor mobile security
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explaining complex concepts in a relatable way
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enabling informed decision-making without overwhelming detail
Enabling value-led exploration through visual storytelling
POPcomms supports Citrix with an interactive sales experience designed to simplify complexity through visual, customer-centred storytelling.
At the heart of the experience is a clear, relatable narrative that visualises an ideal mobile enterprise and the working life of an employee within it. This approach creates a bridge between a buyer’s current reality and what Citrix enables — making abstract security concepts tangible and relevant.
Rather than leading with technology, the experience focuses on:
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everyday challenges faced by organisations
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risks and consequences buyers recognise
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how Citrix supports better outcomes in context
Educating without overwhelming
The interactive format allows Citrix teams to guide conversations dynamically, adapting depth and focus based on audience needs and knowledge levels.
Buyers are able to:
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explore issues at their own pace
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understand cause and effect
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see value clearly before technical detail
This helps position Citrix not just as a solution provider, but as a trusted advisor and thought leader in mobile security.
Supporting commercial impact
By making complex value easier to understand, the sales experience supports more confident buyer engagement earlier in the journey.
In the first six months of use, the experience contributed to:
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over 1,000 qualified leads
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a seven-figure contribution to the sales pipeline
This demonstrates how improved buyer understanding directly supports commercial outcomes.
Why this matters
In complex technology markets, buyers don’t choose based on features alone — they choose based on understanding and confidence.
By enabling customers to clearly grasp the risks, challenges and value of mobile security in context, Citrix is able to:
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stand out in a crowded market
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engage non-technical decision-makers more effectively
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support informed partner selection
POPcomms’ buyer enablement experiences help turn complexity into clarity — empowering customers to make confident decisions at critical moments.
