We work with ventures to execute plans and to develop strategies. Combining market insights and venture experience we help ventures identify and overcome challenges. We look at Sales Execution, Strategic Marketing, Commercialization and Business Development together. Each relates to product, market and customers, and with synergy accelerates the success of the venture and unveils paths to explore. Ventures rarely develop product without a plan, but those same engineering minds can underestimate what it take to commercialize a product.
Each venture is unique, and it takes a level of immersion and teamwork to appreciate how the market values a product and embraces the ventures mission. For earlier stage ventures and products we test and validate market niche, ideal prospects, perceived value (whole product & brand development) and decompose the sales process. Mature ventures with sputtering sales can benefit from a similar process to identify what what levers to use to increase sales effectiveness.
While ventures welcome getting things right immediately, customers and markets shape ventures. Having sales and marketing leadership experience with early stage ventures through publicly traded businesses has provided valuable perspective. Later stage companies and mature products typically are serving defined markets and companies have budgeted for purchases. While those ventures are developing demand for their products they are often servicing demand. Earlier stage technology ventures typically need to develop demand for their offering, with buyers who are early adopters. Product positioning, company positioning, sales talent needed, and ideal customer profile need to align to gain traction with customers.
Thoughtfully establishing your niche, brand and value, and acquiring strategic initial customers who excel at using your offering can put your venture on a successful foundation. Where possible initial customers should have reference value and help develop the ventures niche/brand, or the venture can lose valuable time and market momentum.
STRATEGIC MARKETING PROJECTS
- Commercialization strategy: market research, niche assessment, unmet needs, pricing approach, market opportunity
- Company Marketing Plan
- Product Marketing Plan including product road map, positioning, value proposition development
- Customer Value Management
INTERIM CHIEF MARKETING OFFICER
- Company and product positioning, market segmentation, ideal customer profile
INTERIM SVP OF SALES FOR A HEALTHCARE BUSINESS INTELLIGENCE COMPANY
- Refined messaging, developed collateral, coached executive team, opened/developed and closed sales