GROWTH STAGE

Providing ongoing counsel.

Working with you in-person or by phone as your company grows and faces new challenges, including helping mentor and develop team members, especially in the areas of marketing, sales, and business development.

 

Launching new growth initiatives.

Applying our extensive experience working at early-stage and venture-backed companies, we bring an entrepreneurial spirit, with creativity, energy, and excitement, to revive or relaunch an existing business unit or pioneer the development and launch of a major new effort.

 

Building marketing capabilities

Working for you, specify business objectives. Implementation with you and your management team, either as a consultant or an on-site interim marketing executive. 

 

 

Areas of focus

 

Geographies

  • Austria, Germany, Switzerland
  • The US and Canada
  • Additional capabilities in the Nordic Countries, the UK, Italy

 

 

 

 

Capabilities

  • Launching new divisions and new initiatives
  • Product and service launch
  • Creating and launching developer programs
  • Strengthening marketing teams
  • Growth marketing and sales processes

 

 

 

Companies

  • B2B and B2B2C
  • B2C — software products and services, including applications and consumer-direct online e-commerce initiatives
  • Business services
  • Developer programs

 

 

 

Industries

  • Enterprise software and platforms
  • Retail and E-Commerce
  • Business to business services

 

 

What sets us apart?

  • Not simply growth marketing, but grounded in deep business experience across many industries and business challenges
  • Geographic breadth
  • Flexible engagement frameworks
  • Action-oriented, results-oriented approach
  • Ability to work hands-on, to mentor and coach, to counsel and advise

 

FAQs

We don’t expect that we’ll ever know your industry as well as you do. However, we’ve found that by working closely with a senior manage we can collaborate and put together a plan that we’ll then implement. We’ll review all of the research you have, read the trades, and attend the conferences, and, working closely with your sales and business development teams, observe customer meetings or listen in on calls.

When we do these things, we bring a fresh perspective, one that is not bound by long-held assumptions or beliefs about what’s possible and what’s not possible.

The lesson of the dramatic changes we’ve seen during the last two decades, from changing global supply and demand to the introduction of the Internet and the upending of traditional business models, is that the only prospect for success is innovation. Those who lead, who seize the opportunities, will grow and prosper. We can help you do that.

We’ve heard that before. We have a tremendous focus on implementation. Rather than spending time developing an exhaustive, detailed plan, we will work with you to identify the business objectives and create a framework that we will implement. We will evolve as we execute based on feedback from the market, expanding strategies and tactics that are working and changing or killing things that aren’t bringing results.

No, marketing is our focus. We see marketing as a critical part of any business venture, one that seeks to understands the needs of customers and potential customers and works collaboratively to deliver that product or service to the market in a way that is easy for your customers and prospects to understand, buy, use, and recommend to others.

Our focus is on delivering business objectives.

Marcom is part of that, but it comes after a marketing plan is in place. We can work with any internal or external marcom resources you have, or we can put together a team to meet your marcom needs with external specialists.

If an organization simply needs marketing collateral–they are confident about the positioning, the target audience, the message, their product or service features and benefits–then it will make more sense for them to hire a freelancer to write and design their brochure.

No, but if you are already working with one or more agencies, we will work for you and with them. Our focus is on marketing broadly and putting in place a plan to help you achieve your business objectives. Once plans are in place, we work with internal and external resources, including agencies, to implement the plans.

This depends greatly on the size of the company.

For venture-backed companies that already have some market validation, we usually are brought in when the leadership of the company decides that it’s time to invest in marketing, or significantly improve their return on their marketing expenditures. Up to that point, the CEO may have focused on product development and scaling up a sales and support organization, but at a certain point they realize that, with a proven product and basic internal infrastructure in place, they must invest in marketing to accelerate growth and lower their cost of customer acquisition.

New ventures succeed or fail based on the skills and abilities of their founder. The most successful businesses are headed by individuals who realize that, at a certain point, they need to bring in people who specialize in key areas outside their area of specialization. Engaging with us provides a way for a CEO and his or her leadership team to work peer to peer with individuals with deep expertise in marketing for new ventures. An engagement allows them to move more quickly, without the time, expense, and commitment of a search for a full-time CMO.

However, our goal isn’t to make our clients dependent on us, but rather to help CEOs build strong, successful organizations. We may serve as an interim CMO, a long-term external resource, or a trusted advisor.

For larger, established companies, it’s often when they are facing new challenges, such as responding to entrants in the market who have a different business model, or launching a new initiative to address changes in the market. We bring an objective perspective and an entrepreneurial spirit to help energize a team facing a new marketplace.

To build or rebuild marketing groups and capabilities, we work closely with you, diving into existing research, hearing the voice of the customer, and developing a framework based on your business objectives. We have a strong bias toward execution and measurement, so we will move quickly and evolve based on quantitative feedback as well as qualitative feedback from customers and partners.

We work with existing marketing staff and help strengthen or build out marketing organizations, even writing job descriptions and interviewing candidates as well as putting in place foundational materials and processes.

Here’s what we’ve found is critical:
• Your commitment to the process.
• A clear definition of objectives.
• A direct line of communication and regular briefings with you.
• Access to primary and secondary company research.
• A willingness to challenge existing assumptions and beliefs
• Your commitment to ensuring that we’re able to hear directly from customers and potential customers. This can take many forms, including primary research, tradeshows, or serving as an observer on sales calls or meetings with existing customers.
• Your commitment to act–to review recommendations, implement, measure, and assess the results

It varies from an intensive week, to ongoing work over 6 months or longer. That’s a range. After an initial conversation and once an NDA is in-place, we’ll work with you to figure out the right approach for your company and needs. The advantage of this approach is that you don’t have to make a commitment to bringing on someone full-time as an employee and instead we’ll work with you to adjust the time we spend with you based on the needs of your business at that point, and this can change over time, from initial discovery and research to a later more-intensive implementation phase.

As internal capabilities are put in place and their effectiveness demonstrated, working with you, we might begin to focus on more targeted efforts, such as the launch of a new product or the introduction of the company into a new region. Eventually, our role might be as advisors, reviewing annual plans and campaigns and evaluating strategic options.

We believe that profitable growth is the only thing that enable a company to survive to. 

Our only measure of success is your results.  

Lee Wright | Boston
+1 469-233-7712

Lee@IsopWright.com