Click Contracts - Product Led Growth Implementation

Client Problem:
A successful real estate team owner built a contract automation tool to speed up transactions and ensure compliance across his team. It worked so well in his company that he brought it out to the rest of his local market. He wanted to expand nationally and find a go-to-market strategy that would resonate beyond his existing customer base.

What I did: 
Given the nature of the product and user base, I recommended moving from an account executive-driven GTM approach to Product-Led Growth (PLG). We launched a self-serve free trial flow supported by in-app prompts and messaging. I also led early top-of-funnel experiments and delivered a product assessment to identify changes needed for national rollout.

Outcomes:
  • Defined, built, and launched PLG motion within 45 days
  • Immediate user conversions began following the launch
  • Product audit showed saturation in the home market; further marketing spend would be inefficient without new product enhancements
  • Introduced a layered GTM strategy combining PLG with executive-to-executive sales, using the founder’s network to create scalable sales opportunities




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Versare - Go-to-Market Consulting

Client Problem:
The Vice President of Sales at a manufacturer of space management products (including movable walls, temporary flooring, and buildable wall blocks) needed to shift away from a heavy reliance on first-time buyers acquired through digital ads. At the time, 90 percent of revenue came from ad-driven, one-time sales. Rising ad costs and decreasing effectiveness made this approach unsustainable.

While the company had a strong product offering and high customer satisfaction, it lacked customer segmentation and had not implemented a strategy to engage past buyers for repeat or larger purchases.

What I did: 
I began with a month-long deep dive into the company’s products, operations, culture, and sales strategy. Through that review, I identified an opportunity to support the VP of Sales’ vision with a structured product marketing approach.

We focused on customer segmentation by use case, identifying where previous buyers could be grouped and targeted more strategically. To ensure the plan was repeatable and scalable, I selected one high-potential segment and mapped out the exact steps needed to pursue it. This served as a live model for how the VP of Sales could apply the same strategy to other segments.

The goal was also to make the case for hiring dedicated support. I delivered a clear plan, job description, and resourcing model that led to an internal hire.

Outcomes:
  • Developed and implemented a go-to-market playbook for targeting customer segments
  • Hired a Product Marketing Manager based on the job description and role definition I provided
  • Diversified revenue sources by applying segment-specific positioning across key markets



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Match Tracks - Go-to-Market Consulting

Client Problem:
A family-owned logistics company had developed proprietary software to manage bulk commodity shipments and had begun offering access to their clients. However, they recognized that growing this new line of business would require a more intentional sales and marketing approach. Lacking both marketing experience and technical capabilities, they needed support to take the next step.

What I did: 
I started by gaining a deep understanding of their business and the problem their software solved. This included interviews with leadership and observing live sales demos to hear firsthand how they positioned the product.

From there, I created comprehensive positioning and messaging guidelines to guide all future marketing and sales efforts. With that foundation in place, I led a project to redesign both their software product website and the logistics business site. The goal was to modernize their web presence and give them full control over content updates through a user-friendly CMS.

I also wrote the new site content based on our messaging framework and helped them update their sales deck, including the creation of a new infographic that clearly communicated the value of their business to prospective customers.

Outcomes:
  • Delivered clear positioning and messaging guidelines to support consistent marketing execution
  • Launched two modern websites on a new content management system
  • Updated sales materials, including a new visual infographic that helped define their business for customers






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