By delivering customer value
Helping you understand what your customers value through deep customer research.
Ensuring that your marketing and sales teams are aligned with the customer.
Developing value propositions that resonate with your customers.
Creating compelling and consistent messaging that sets you apart from your competitors.
Enabling sales with powerful value propositions and playbooks.
Maximizing your go-to-market channel strategy with an integrated and consistent approach.


We provide the elements to help your B2B organization grow

Does your company story stand out?

Over 200 million pieces of online content are produced every minute. That means your customer has access to more information than they know what to do with.

Is it clear to your organization what sets you apart from your competitors? Why should a prospective client choose your product or service over the competition?  We will help create one cohesive messaging strategy that showcases your unique strengths, connects with your prospects and clients and incites action.

Value Propositions

This solution is for you if:

  • Your organization doesn’t have a cohesive value proposition; sales “makes it up” on the fly.
  • Your organization doesn’t have a consistent process for creating value propositions.
  • Your content marketing and sales messaging isn’t generating results. It’s time to revisit and refresh your existing product or brand messaging.
  • You are planning to launch a new product or service to the market.
  • You are entering into a new market or industry vertical.
  • You are trying to grow business within a particular customer segment or geographical market.

Output includes:

  • Introduction of a repeatable value proposition framework.
  • Competitive analysis – what does your firm offer that is unique? Does your product or brand messaging stand out in the marketplace?
  • Customer research – Can be based on your in-house data/ research; or we can conduct a series of interviews and surveys to learn what your customers’ critical buying factors are.
  • Identification of customer themes.
  • Messaging audit to identify inconsistencies and opportunities.
  • Introduce you to a repeatable messaging framework to connect emotionally and rationally to client needs.
  • A messaging guidebook to align your organization and ensure consistency as you develop new content.


Mobilize your sales team to close more business

Face-to-face and phone contact with sales representatives continue to rank highest among B2B buyers considering, evaluating, and purchasing products, as well as in product-loyalty decisions.

Executive buyers overwhelmingly believe that the strongest differentiator is when vendors understand the buyer’s business and prescribe tailored solutions – yet only 27% of Executives find Salespeople knowledgeable about their business (Forrester research). And with the average buying committee consisting of 5.4 buyers (across multiple departments), it is critical for sales to be able to connect with each member of the committee and address their concerns.

A Sales Playbook is a robust tool for the B2B sales professional that takes them from a point of market and customer understanding through a successful sale. It helps improve sales confidence, enhance credibility, improve customer satisfaction (by being more customer centric), and ultimately leads to an increase in sales and revenue.

This solution is for you if:

  • Your sales team is having trouble elevating the customer conversation.
  • Your deals end up in “no decision” more than you’d like.
  • Your sales team generally connects well with one department or buyer type, but fails to loop in the entire buying committee.
  • You have a good “macro” story but have trouble building tailored value propositions for individual prospects that demonstrate customer understanding.

Output includes:

  • How to have a deeper understanding of your customer. Questions to ask to truly understand what motivates a prospective customer, where they seek information, and how to align your product or service to customer needs.
  • How to connect the dots from your company value proposition down to the individual buyer (macro to micro).
  • How to create value propositions at a customer level that resonate, set you apart and ultimately lead to a sale.
  • How to create a unique “personal signature” that communicates your individual value as a salesperson and establishes credibility and trust with clients.
  • Examples of how to use content and other intelligence in the sales process to advance the deal.

The Marketing plan is your blueprint for success

Your marketing plan provides the roadmap for your organization to grow. Without a marketing plan, you are left making sporadic and often ill-advised decisions, which ultimately leads to a sloppy and inconsistent customer experience with your organization.

Are your marketing and sales touch points telling a consistent story? Are your offline and online tactics well-integrated? According to Sirius Decisions, 67% of B2B buyers are completing their buying journey digitally. With an overwhelming amount of information available to your potential customers 24/7, it is critical that your Marketing and Sales content activates and delivers customer value.

An integrated marketing plan ensures that you remain focused on the top initiatives that will produce the highest results. It doesn’t mean you can’t stray from the plan, in fact we recommend that 20% of your plan is “unbaked” – so that you can test new tactics and take advantage of unforeseen opportunities.


This solution is for you if:

  • You’ve never built a marketing plan for your business. Or it’s been more than 12 months since you’ve revisited your plan.
  • You’re launching a new product or into a new industry.
  • Your marketing and sales objectives aren’t clearly aligned to greater organization goals.
  • You frequently chase the bright shiny object; i.e the latest social media app or other marketing tactic “guaranteed” to produce results.
  • You aren’t tracking your marketing ROI, or worse, you are tracking the wrong metrics.

Output includes:

  • Thorough 3rd party industry research, customer surveys and 1:1 interviews (internal personnel/ customers).
  • Current state of the industry.
  • Customer segment description and opportunities.
  • Buyer personas.
  • Competitor analysis.
  • How to connect the dots from your company value proposition down to the individual buyer (macro to micro).
  • Ideas & suggestions for content creation.
  • Comprehensive marketing calendar and budget.
  • How to repurpose, reuse and recycle content to implement on different marketing channels (social, web, email, sales collateral).


Align your marketing and sales teams to the only thing that matters: your customer

Our goal is to help you grow profitable revenue through enhanced marketing and sales alignment. According to the Aberdeen Group, highly aligned organizations achieved an average of 32% annual revenue growth - while less well-aligned companies reported an average 7% decline in revenue. Sirius Decision research reports similar findings. “B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three- year revenue growth and 27% faster three-year profit growth.”

Surprisingly, the issue of marketing and sales alignment has been around forever. And it’s not going away. During our Marketing & Sales alignment workshop, we introduce you to a repeatable framework that helps each group align to the customer by gaining a better understanding of their role in the customer’s journey.

This solution is for you if:

  • There is a general lack of understanding of how marketing and sales can work together to achieve growth.
  • One or both groups is highly frustrated with one another (A common scenario being where marketing hands “leads” to sales, and sales says the “leads” aren’t worth following up).
  • Marketing is expected to “take orders” from the sales team; making it difficult for them to be proactive and forward-thinking.
  • Sales requests something from marketing and it goes into a black hole; so they are left to create content on their own.  (90% of content created by marketing is never used by sales!).

Output includes:

  • Series of depth interviews to determine perceptions and gaps.
  • Series of workshops with Marketing and Sales representatives.
  • Introduction and discussion of ideal working situation – key issues, customer perceptions and expectations.
  • Duties and rights.
  • Working agreement between both parties.