Project Description
- Following the spinoff from IBM into Acoustic, the DemandTec business unit had suffered from lack of brand awareness and was lost within the newly formed company.
- I developed an independent marketing organization outside of the parent company with the charter of reviving the brand and growing the sales pipeline.
- I built the marketing function from the ground up, developing a comprehensive strategy to rebuild the brand and grown the marketing engine.
- As a result, the DemandTec brand was revived and became a valuable part of the Acoustic portfolio.
- Revenue grew from $25M to $40M ARR
Results
- Generated $140M+ in pipeline in first 12 months
- Demonstrated strong marketing ROI, producing $300 in sales pipeline for every $1 spent on marketing.
- Developed and executed brand revival initiative, reigniting what was once the #1 brand in the retail pricing space; designed and launched new website.
- Built and launched best-in-class global Account Based Marketing programs utilizing custom-branded collateral, microsites, blogs, and targeted content resulting in a 25-50% conversion rate.
