Success Stories
Discover how businesses have thrived with a strong alliances strategy, go-to-market plan, and a marketing strategy that includes client engagement programs to generate demand.
GTM Strategy
Challenge:
Fragmented and opportunistic approach to Go-To-Market with strategic partner. Lack of alignment across teams.
What I Did:
Created 4-part Go-To-Market framework to enable creation of plan and alignment across teams. Framework focused on documenting addressable markets, priority offerings, target accounts and sales enablement plan. Led recurring “core team” meetings to manage activities aligned with framework, track results, and course correct as needed.
Result:
Increased Sales’ leverage of joint partner offerings to meet client needs. Improved operational efficiency for joint selling by focusing on priority industries and geos. Attainment of key partner metrics including joint selling and delivery excellence.
Portfolio Management Strategy
Challenge:
Aggressive sales and revenue targets for public sector business unit. Limited budget to provide support for 12 sales teams selling to the government.
What I Did:
Built small team of experienced marketing professionals – emphasis on content development. Implementation of online catalog featuring products packaged specifically for the government and offered through government contracting vehicles. In-house production of sales materials and content for customer-facing communications.
Result:
Generated sales of $90 million annually through online catalog. Value-focused content for events and marketing that resulted in attainment of sales targets. Profitable contract and strong positioning for renewal.
Marketing & Sales Strategy
Challenge:
Sales and marketing strategies not aligned. Ad hoc approach to marketing with no formal process for budgeting, marketing planning and tracking of results. Generic messaging did not differentiate.
What I Did:
Developed a marketing strategy based on global and regional sales goals. Created a messaging strategy with differentiated value proposition. Implemented a marketing framework to guide integrated marketing planning. Created a thought leadership program to engage clients and prospects. Redesigned sales materials and website to reinforce messaging and success stories.
Result:
Outperformed sales goals 3 consecutive years. Accelerated multi-million-dollar deals with target clients. Reduced overall marketing costs by rationalizing budget and focusing on activities that generated results.
GTM Strategy
Challenge:
Sales needed a point of differentiation for clients in the healthcare provider industry who were not realizing full benefit of IT solutions. Specifically – clients were not including supply chain planning function in enterprise resource planning (ERP) procurements and implementation.
What I Did:
Led and facilitated a 3-hour workshop with subject-matter-experts from Sales and Product Development. Brainstorming format to capture customer pain points and benefits of IT solution that includes ERP and Supply Chain Planning.
Result:
Differentiated value proposition and messaging specific to healthcare provider industry. Immediate production of sales support materials based on new messaging. Immediate plan for hosting targeted thought-leadership events to engage clients and generate leads.
Marketing Strategy
Challenge:
Business not achieving revenue targets. Fragmented approach to branding – each product offering had its own brand. No over-arching brand. Lack of clear customer value proposition.
What I Did:
Developed branding and messaging framework for entire product line. Created integrated marketing plan that included redesign of sales materials, merchandising strategy and events plan. Launched eCommerce website.
Result:
50% year-over-year increase in sales. 25% sales increase from eCommerce.
GTM & Portfolio Strategy
Challenge:
US expansion of this European-based company was not meeting revenue expectations. No formal go-to-market plan – fragmented approach to marketing. Lack of portfolio management process. Lack of common brand and no clear differentiated messaging.
What I Did:
Created branding and positioning strategy for the US that aligned with parent company brand. Developed a targeted integrated marketing plan that included messaging strategy, enhanced web presence, redesign of sales materials, PR and media relations. Deployed a formal portfolio management process to eliminate non-performing products and support expansion in core growth areas.
Result:
Double-digit revenue growth year-over-year. Established competitive differentiation by focusing on the 2 highest performing portfolio categories.