Stylemark - Portfolio and Market Assessment Consulting

Client Problem:
The President of a metal fabrication and custom anodizing manufacturer had a bloated product catalog and significant issues with client concentration. They lacked the expertise to rethink their strategy and did not have the capacity to narrow their target market and grow sales.

What I did: 
After interviews with key stakeholders and deep research into the company and market, we created a detailed assessment of the market, competitors, and their internal capabilities. We delivered our results in a report and presented the recommendations to the President and CFO. This three-month project led to several initiatives to achieve the President’s goal of retiring with the business in a better place.

Outcomes:

• Identified operational issues were causing flat sales more than marketing or sales issues - we then led sourcing a new Director of Operations to reactivate a third shift.
• Recommended revamping of the company positioning and reducing the number of advertised products and services. Resulting in the creation of a new website with a comprehensive messaging revamp.
• Developed options for offboarding the President by identifying successors and updating the corporate structure to attract top talent.

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Versare - Go-to-Market Consulting

Client Problem:
The Vice President of Sales at a space management products manufacturer (movable walls, temporary floors, and buildable wall blocks) needed to adjust their go-to-market strategy from 90% first-time digital ad-driven sales to more diverse, less costly revenue sources. While digital ads had worked until now, their cost had inflated and their effectiveness had diminished. 

The company had a solid core of products and high satisfaction but had not segmented its customer base or used its previous customers with a strategic approach to drive repeat or larger sales. 

What I did: 
I started with a month-long review of the business to learn the products, company, culture, and the VP of Sales’ strategy. I quickly identified the need to back the VP of Sales strategy with a product marketing approach that would segment by customer use cases and apply them against identifiable segments. 

The VP of Sales wanted the ability to execute a repeatable plan against market segments in the future and provide a business case for hiring a resource for the plan. To meet this requirement, I identified a single segment and defined the steps to begin targeting it. This allowed them to see the steps required and understand how to execute them. 

Outcomes:

• Implementation of a playbook for targeting new market segments.
• Hired a Product Marketing Manager to execute the strategy going forward based on the job description and requirements I provided.
• Diversification of revenue sources based on updated segment-specific positioning.

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Match Tracks - Go-to-Market Consulting

Client Problem:
A family owned logistics business had built a software product for them to manage bulk commodity shipments. They had begun to sell access to their clients, but wanted to take a more intentional appoach to sales and marketing. They knew they didn’t have the marketing background or technical capabilities to meet their goals. 

What I did: 
I began by deeply understanding their business and the problem that it solved through interviews with the principals and participating in sales demonstrations. I then built a complete set of positioning and messaging guidelines to inform future marketing materials. 

I led a project to replace both their software product and logistics business websites to modernize their internet presence and provide them control to manage their content. Based on the messaging guidelines, I wrote the content for the site and help them to revamp their sales deck and other materials.

Outcomes:

• New positioning and messaging guidelines for simpler future execution
  
• Launched two new websites on a new CMS
• Updated presentation materials including new infographic that defined their business for potential customers
  

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