The following summaries are intended to provide an idea of the core engagement with each client and nature of the project. They are presented in reverse chronological order. Many engagements go beyond the scope of work as the needs arose. The information presented is generally in the public domain but typically, many of the research and recommendation deliverables are internal and confidential documents.
The bar for thought leaders has become even higher now that the web and social media has given everyone a platform to tell their story. So how do you raise the bar, especially when you need to attract the best and brightest entrepreneurs to your circle? Think about this program as collaboration for strategic advantage.
As the company grew beyond its initial K-12 target market, Marketing Recon completed a Phase I new market overview for Wimba recommending the best segments to focus partnerships and new business development efforts. Combining 1:1 interviews with research guided the Biz-Dev team with where to place their bets in a shifting educational market landscape.
How does a venture fund attract the best entrepreneurs and innovators? A rare opportunity to work with a leading venture fund has led to the creation and successful implementation of two powerful industry wide thought leadership programs. The Future of Open Source and Future of Cloud Computing together involve over 100 leading organizations.
Think differently. This client had a great idea that needed execution that combined business development, marketing, and thought leadership. Together, we created a first of its kind industry consortium that fueled a movement and a partner program.
Senior marketing executives in large organizations have many responsibilities and often need a close advisor to help manage priority, customer facing projects. A $100M unit inside a $3B company has to work hard to get its share of resources and make an impact when going to market. This is a great story of how outside virtual marketing teams come together to catalyze internal efforts.
The higher ed vertical is (oddly) not known to be a first mover. But WebCT certainly was an early leader in learning and course management systems. How to go beyond the Technology officers and reach into academia was one of the many challenges in new market growth. An intellectual and marketing challenge.
In 1998 anything was possible, but even that climate was challenging for an entirely new service with a revolutionary business model. Working in lock step with the company’s dynamic co-founders, we found partners, customers, and a market.
Everymile hit the road at the peak of the internet startup era. A relatively young team, they needed to quickly establish credibility with partners in order to secure their footprint and customer base. This was an all hands on deck assignment to bring in the first wave of partners.
An established family business with deep expertise and knowledge and no marketing program or materials. This was the ultimate opportunity to create marketing programs from scratch – from the value story to a web presence and all the supporting sales collateral, PR materials, presentations, product photography, and strategy sessions. The results were stunning.
Early stage companies often need an outsider to help create a roadmap to “next” – whatever that may be. In the case of Emode, it was a content distribution strategy during the peak internet era.
Working with thought leader Jim Masciarelli helped me fully appreciate Relationship Capital. Effectively managing relationships is the key measure of success for every C-Level executive. The formulas are timeless.
An early client, the Thomas Group, an engineering based company, needed a marketers perspective on how to grow the business and respond to a rapidly changing IT environment. Sometimes, even fellow consultants need assistance to move the meter.
Most growing businesses and entrepreneurs need an “assist” now and then to jumpstart their marketing efforts. These marketing assists provided enough juice to reinvigorate the teams to take the next steps in their marketing programs.
Some of the best companies are family owned or small businesses that have not been exposed to the latest marketing tools. 15 years ago, that included developing the first website. The Internet gave marketing a new set of tools and new challenges for …