OVERVIEW

• David and Goliath competitive dynamics with Oracle, AWS and Red Hat.

• Global Campaign messaging required solutions narrative vs product features.

• Internal education needed to align on a customer buyer’s journey for content and program mapping.

• LDR team needed training on talking points and qualification questions to engage with prospects.

• Growth-hacking mindset needed to launch campaigns while expanding scope and optimizing for effectiveness.

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RESULT

Drove 39% TOFU conversion improvement and 27% MOFU improvement in 6 months, with focus on removing points of funnel friction, by optimizing paid digital channels and rolling out LDR enablement and Highspot sales tools.