Venture-backed financial SaaS company  


A CEO hired a new VP Sales to join a B2B application software-as-a-service company.  He was given aggressive revenue targets.  The VP Sales immediately recognized his success depended on the marketing department’s ability to develop and deliver a message and generate leads.  The marketing department was nearly non-existent:  the marketing director left the company the week before.  The VP knew he needed a strong marketing presence but did not have the time or experience to make it happen.


We walked through our marketing scorecard with the CEO and VP Sales, and identified areas for improvement.  We identified what existed in marketing, and what needed to be developed.  We identified what marketing functions were needed, and created a roadmap to develop it. We also assessed the current strategy and provided recommendations.  Midway through the assessment, VP of Sales requested help in generating leads.


Conducted the first lead generation event, a customer webinar discussing the value proposition, for the company within 45 days.   More than 50 prospective customers attended, filling sales pipeline that was nearly empty.  Developed marketing plan, and full set of strategic recommendations which resulted in new strategic direction for the company.


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