Increase Sales With High-Performing Go To Market Teams

Working closely with our CEO and VP Sales, I built a GTM strategy that focused our ICP in two areas: geographical and industry. Focusing on winning county by county in the US, the plan focused on key states with thriving community college systems and workforce development organizations, many of whom worked hand in hand. The strategy replicated the company’s initial success in the state of Alabama.

The SDR team, within marketing, was matched 1:1 with the sales team, with each SDR/AE pair responsible for up to 7 states. Using targeted cadences focused on our key persona, the SDRs worked though states in sequence, and as a group hit its opportunity creation OKR every month. The result for the business was 300% YoY revenue growth.

For Veracode, the 2023 RSA Conference was an excellent opportunity to deliver an integrated marketing campaign to launch a new product. We issued a press release 2 weeks before the conference, resulting in coverage from multiple outlets declaring Veracode as the vendor to visit during the exhibition. This drove huge visitor volume to our booth, delivering over $3M in qualified new business pipeline.

At the same time I bought out the second floor at the W Hotel, creating a “conference within a conference,” with anchor content each day. A book signing featuring Veracode co-founder Chris Wysopal and a colleague, “Space Rogue,” from his hacker group, the L0pht, punctuated the brand awareness and excitement that we generated off the show floor. Total qualified and influenced pipeline generated was over $22M, a 44X return on our $500K spend.

Forter hired me to refresh the company’s brand and positioning message to focus away from the negative (fraud prevention and chargebacks) and towards the positive: giving eCommerce leaders the confidence to accept transactions, leading to a better customer experience and more repeat business.

Working with PJA Agency in Boston, we interviewed key internal stakeholders, customers, and other influencers in the space to a positioning statement along with mission and vision statements, that shifted the conversation away from “one second to detect fraud,” its earlier positioning, to building an ecosystem of trust, so “you have the confidence to build deeper customer relationships, and unlock the full promise of commerce based on trust.” Forter was able to approve 99% of consumer transactions, generating tremendous ROI for its clients.

RightAnswers was a knowledge management software vendor that hired me to expand its target persona beyond the IT Help Desk to include external facing customer contact centers. The goal was to increase ACV from high 5-figures to mid 6-figure deals. I created a brand video that succinctly defined the problem as seen by different parts of the same organization, showing the poor customer experience that RightAnswers could turn into a great customer experience.

We distributed the video in a direct mail campaign on a video card that auto-played as soon as it was opened. This was followed by an outbound phone and email campaign, resulting in 15 opportunities created within the first month of the campaign. This campaign contributed to the company’s 25% increase in revenue the year before it exited via sale to Upland Software.