Transform Your Business

Through interviews with stakeholders including sales, product management, marketing and customers, I define the industry trends and resulting problems that the product solves, identify who has those problems (persona and company attributes) and articulate a framework for determining the value of solving those problems. 

Deliverables include:

• Ideal Customer Profile 
• Message Map 
• Value Proposition 
• Definition of Value Drivers (what drives ROI)
• First Call Deck  

In this engagement, I craft a buyer journey based on interviews with marketing and other key stakeholders. I then review existing content (web pages, data sheets, case studies, videos, white papers, etc.), assess their quality and currency and develop a list of recommended assets to update and/or develop, so that each stage of the journey has a minimum of 2-3 assets. 

Deliverables include:

• Buyer Journey Narrative
• Mapping of existing assets to journey
• Prioritized recommendations for new and updated assets

In this engagement, I conduct a win-loss analysis and create a process for use in-house going forward. The analysis is based on internal stakeholder interviews, interviews with customers and prospects, as well as analysis of CRM data.  Through this analysis you will gain a clear picture of why you win and why you lose, so you can take action to address your weaknesses and emphasize your strengths.  

Deliverables include:

• Write-ups for each win-loss call
• Summary presentation of interviews and CRM data
• Templates and process documentation provided to continue in-house

In this engagement, I establish a framework for collaboration between product management and product marketing, and lead the process of capturing core artifacts for the an offering or launch. Together with internal stakeholders, I will author a lean canvas, user and buyer personas, and a launch snapshot.  The outcome is not just the artifacts, but also the examples for the team to follow going forward. 

Deliverables include:

• Lean Canvas 
• Launch Snapshot 
• User and Buyer Personas  

• Marketing Strategy
• Fractional CMO
• Competitive Analysis
• Sales Enablement Framework and Content Development