Business Design Technology AI

Intel — AI Everywhere:
Sales Enablement.

As AI Everywhere became Intel's central commercial proposition, Redesign designed the playbook that would let Intel's ecosystem of OEM and cloud vendor partners sell it — to customers who were still figuring out what AI meant for their business.

The Challenge

The product story was ready.
The commercial language wasn't.

Intel's AI product portfolio — built around Gaudi and Xeon — was positioned for what the company called the "AI Everywhere" era. But the sales motion hadn't caught up. The ecosystem Intel relied on to sell — OEMs like Lenovo, Dell, and HPE, and cloud vendors including AWS, GCP, and Microsoft — was being asked to sell AI without a clear, outcome-focused commercial language for doing it.

The question wasn't whether Intel had the right product. It was whether Intel's partners had what they needed to position it against customer outcomes — to make AI Everywhere feel concrete and relevant to a business buyer who didn't yet know what AI Everywhere meant for them.

Intel needed a playbook. Not a positioning document or a pitch deck — an actual commercial tool its partner ecosystem could use in the field.

How We Worked

From situation to playbook
in four stages.

Redesign led the engagement across four structured stages — from internal situation analysis through a deployed playbook and partner workshop materials.

01
Situation Analysis — Inside Intel
In-depth interviews inside Intel to map the current commercial landscape, understand the AI Everywhere proposition, and identify where the sales narrative broke down. This stage established what Intel needed its partners to be able to say — and where the current toolkit fell short of enabling it.
02
Customer Outcomes — Partner ecosystem research
Interviews with Intel's ecosystem partners — Dell, HPE, Lenovo, AWS, GCP, Microsoft, and emerging AI companies including Stability.ai — focused on translating Intel's product capabilities into the customer outcomes each partner's sales team needed to articulate. Understanding what B2B buyers actually asked, and what answers would move decisions forward.
03
Playbook Design — The Intel AI Sales Enablement Playbook
Intel's winning AI proposition, positioning story, and choice architecture — translated into a practical commercial tool. Co-marketing ideas, sales excellence checklists, and conversation frameworks designed for real partner sales conversations. Built to be used in the field, not filed as a reference document.
04
Implementation — Internal launch and OEM workshops
Internal launch materials and OEM workshop content enabling Intel to deploy the playbook across its partner ecosystem independently. The engagement ended with a capability Intel owned — not a dependency on external consulting to operate.
The Outcome

A playbook the ecosystem
could actually use.

4
Project stages from situation analysis to deployed playbook and workshop materials
14+
Interviews conducted — inside Intel and across the OEM and cloud vendor partner ecosystem
2
Product lines equipped with outcome-based commercial language: Gaudi and Xeon

The engagement produced a comprehensive Intel AI Sales Enablement Playbook and implementation roadmap — designed to be owned and deployed by Intel's internal team across the OEM and cloud vendor ecosystem.

The work translated Intel's AI product capability into a commercial language that addressed customer outcomes directly: what AI Everywhere means for a business buyer working with Lenovo, Dell, or HPE, and why Intel hardware is the right foundation for it.

Product capability that your
partners can't yet sell?

Redesign's Business Design practice builds the commercial language, playbooks, and enablement tools that turn product capability into sales motion across complex ecosystems.

Start the conversation →