Sales Performance Enhancement & Marketing Analysis in IT sector

Category:

Sales

Context

The world’s leading framework for business agility was experiencing significant decline in revenue due to changes in its product offering and customer needs, and needed to transform its sales and marketing function in order to drive renewed growth.

Approach and methodology

Worked with internal data sources to summarize performance by channel
Interviewed internal owners and stakeholders to identify challenges and opportunities
Summarized best practices and industry benchmarks and identified gaps vs current go-to-market plan
Developed marketing strategies to be implemented in the second half of 2024 to drive growth
Partnered with internal teams to determine top priority initiatives and how to resource against them

Objective

Conduct a rapid diagnostic of the marketing function of the client, including consolidated view of leads and conversion performance by channel, current plans by channel, perspective on digital marketing capabilities, current organization and operating model
Help the team in detailing an end-to-end marketing plan, including ICP/personas, overall strategy and governance, org and operating model with sales function, brand and content, digital marketing, lead generation, community management and lifecycle marketing
Develop a roadmap with immediate actions to be implemented

Results Achieved

Consolidated marketing plan for 2024
Delivered marketing QBR deck, Personas, Marketing RACI chart