Case Study

Marketing & Business Transformation

Business Strategy

For a second-generation family-owned and run pharma/biotech SaaS compliance  business engaged to identify and embed marketing strategy and customer insight for a traditionally sales and product driven business, faced with significant market and competitor shifts.

Challenge

Senior leadership team had a general “sense” of the importance of marketing at this time in the company's life, and wanted to gain a clear understanding of what that would look like: goals, priorities, metrics, capabilities, and investment required.

Path

Conducted in-depth employee (leader and influencer) and client interviews to surface brand perceptions, opportunities and challenges across Product, Sales, and Service, and organization readiness to embrace and support marketing leadership.

Codified the immediate priorities given an impending product launch significant to the Company's overall performance, and led marketing launch including developing digital, sales and PR assets.

Advised Chairman and VP - Sales on recruiting Company's first Marketing Director.

Results

Product launch vastly exceeded targets.

This first-ever experience with a professionalized approach to marketing led to establishing a Marketing function and recruiting a full-time, high potential leader to continue this journey for the Company.

Business Strategy

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Senior Lecturer, Harvard Business School; Former Chief Marketing Officer, Aetna