CASE STUDY

The go-to-market strategy was an important function to address early in the integration process to avoid a negative impact on revenue. There were four areas of focus - sales & marketing teams, market position/brand, marketing plan and activities, and the tech stack.

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Resource Assessment

We started by determining the resource requirements for a sales and marketing team to support the merged company and its expanded value proposition and TAM. We identified the skills needed for success in both sales and marketing and did an assessment of coverage and gaps. We then developed goals and compensation plans at the team and individual levels that aligned with new corporate objectives and ensured the focus would be on our new, expanded market opportunity.  

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Market Positioning & Launch

Once the teams were in place, we focused on developing materials to support the new value proposition. The decision was made for the combined entity to keep the name of one of the organizations as the brand had a positive market perception. We developed a positioning and messaging matrix as well as a revised ICP (ideal customer profile) to support the new offering and created relevant deliverables including training materials and content for an SKO (sales kick-off meeting).

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Program Execution

The next step was to combine and refine the marketing plan to support the new goals and budget requirements. This involved assessing program performance, gaining an understanding of what was working and what wasn't working, and focusing investments toward the most valuable areas. A revised plan was produced with the intent of revisiting it frequently. Decision-making agility was key as we gained knowledge of our place in the market.

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Data Integration & Tech Stack Evaluation

The final step of the integration process was an assessment of the sales and marketing data and tech stack to create an integrated foundation using the best and most modern tools available. When this exercise was complete, we had a single salesforce automation platform that included the historical data we deemed necessary, as well as a single contact discovery and marketing platform to support program activity.