Insight

From remote support to digital workplace platform 

TeamViewer began life as a simple remote-access tool, but it has grown into an enterprise platform connecting IT and operational technology, from office laptops to factory machines. 

The COVID-19 pandemic accelerated that shift. When engineers couldn’t travel to maintain equipment, TeamViewer became essential for keeping factories, field teams and remote workers running. 

Suddenly the company wasn’t just “fixing PCs”. It was enabling digital workplaces and smart operations for global partners including Siemens, SAP, ServiceNow and Microsoft. 

That success created a new marketing challenge: how do you make a technically respected German software company globally famous without losing its engineering credibility? 

Making bold bets 

To accelerate global awareness, TeamViewer made two high-profile moves: becoming principal shirt sponsor of Manchester United and technology partner to the Mercedes-AMG Petronas Formula One team. 

These partnerships weren’t vanity deals. They were strategic bets designed to put the brand on a global stage while aligning with high-performance organisations. 

Just as importantly, they created platforms for storytelling. TeamViewer technology powers real collaboration scenarios, from engineers supporting the F1 pit wall remotely to enabling connected operations inside modern stadiums. 

But the scrutiny was intense. The marketing team had to show that sponsorship could drive awareness, preference and pipeline, not just visibility. 

Bringing the business on the journey 

The real shift came when TeamViewer moved from sponsorship-led marketing to a clear brand platform: “Make Work Work Better.” 

This positioning reframed the company as an enabler of better work, reducing downtime, improving safety and enabling smarter collaboration across industries. 

The launch almost derailed when TeamViewer announced a major acquisition just weeks before the campaign was due to go live. The team had to revisit the narrative and secure fresh leadership alignment. 

In hindsight, the process strengthened the campaign by sharpening the brand’s story and ensuring the whole organisation rallied around it. 

Lessons for B2B marketers 

Faith shared several lessons for companies considering major sponsorship investments: 

1. Start with a clear brief. 
   With large budgets involved, marketing, product, sales and leadership must align on objectives and success measures from the start.
2. Choose partners who understand B2B. 
   Agencies need to grasp complex buying cycles and connect brand activity with demand generation.
3. Make it company-wide. 
   A brand platform only works when it shows up consistently across sales, PR, content, digital and events.
4. Expect the unexpected. 
   Plans change. The key is returning to the core story and adapting quickly.
5. Momentum matters. 
   Brands grow through continuous evolution and learning, not waiting for the perfect moment. 

Championing women in tech through sport

Faith is also passionate about opening doors for the next generation of women in tech and motorsport. Through TeamViewer’s F1 partnership, she’s helped explore how the brand can support future women drivers, engineers and leaders, particularly through the SHE Sport Tech initiative.

That commitment is personal too: she mentors at a local school supporting underprivileged girls who lack role models, helping them see a future for themselves in technology and beyond.

Humanizing for impact 

For Faith, the biggest opportunity in B2B marketing is making technology more human. Sponsorship can create global visibility. But it only builds a lasting brand when it connects technology to real human impact.