Testimonials
“Dave was a valued member of my leadership team. He brought a wealth of expertise in field, partner and customer marketing to the role and helped us take the Marketing organization to the next level during his tenure. ”
“Dave has a rare ability to identify a strategic objective, rally diverse viewpoints around it, and then build and manage an operating plan that gets the organization to accomplish the goal. ”
“Dave is someone I have consistently relied on as a key member of my team. He is creative, passionate about his work and relentlessly focused on driving the entire organization forward. He is someone you can trust to develop a sound corporate or marketing strategy and then drive its execution through his team, his partners and his ecosystem. ”
Some of Our Work
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Go-To-Market
A leading communications service provider was struggling to expand their business into new enterprise markets. They had built a strong business selling to wholesale customers, but their traditional value propositions and sales process was not resonating with the enterprise customers they wanted to sell to. They needed to change the way they were marketing and selling to these new customers in order to win.
We conducted primary and secondary research to uncover needs, preferences and buying criteria that drove enterprise customer purchasing. Armed with this knowledge, we developed segment-specific solutions and value propositions aligned to them. We then trained, enabled and activated the marketing and sales teams to deploy these new resources as an integral part of their go-to-market programs.
The result was an exponential increase in business sourced from the new target market. Within two years, the company’s business with these customers surpassed their entire base of business with their traditional markets. This was a critical strategic pivot for the organization.
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Sales & Marketing Alignment
A leading storage hardware and data management software provider was struggling to activate their sales organization. Marketing campaigns were resonating with sellers and resulting in marketing qualified leads, but sales was not taking action on those leads. In addition, the head of sales was struggling to drive meaningful progress with some of the CEO’s key go-to-market initiatives.
We uncovered the root causes of the sales and marketing disconnect. We recommended and implemented a series of process changes and change management initiatives across, marketing, sales and operations to address these issues.
Through a combination of improved strategic clarity, process changes, better communications and new accountability tools and incentives, we increased sales accepted opportunities sourced by marketing by 115% and improved engagement with key target accounts by 60%. This significantly contributed to sales and revenue growth that exceeded the company’s 2020 financial plan.
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Customer Experience Marketing
A leading technology company found that a significant portion of their funnel was stalling at the “consideration” phase of the sales cycle. Their value proposition was resonating, but many new prospects were reluctant to make a significant investment with a new vendor.
We designed a program that integrated happy customers into the company’s sales process. We identified ways for existing customers to advocate, ranging from logo usage to case studies to willingness to share their experience live with prospects. We designed and executed a series of high-touch executive summits where customers and prospects could connect and share concerns and experiences. We built a references database and series of video and written case studies that documented customers’ post-sale experience and built confidence for those considering buying.
These events and resources were heavily used by the sales team and proved to be by far the most effective marketing tactics for deal acceleration. Return on marketing investment was higher than any other program.