01 — Challenge
An early-stage management and digital transformation firm, brought together three founding partners with distinct expertise in supply chain, CRM, and enterprise software.
While their combined capabilities created a powerful service offering around AI-enabled operations, leadership development, and process improvement, the founders faced critical go-to-market challenges. They possessed a substantial network from their collective rolodex of business contacts but lacked clarity on positioning, target segmentation, and outreach prioritization.
Without unified brand messaging or standardized ideal customer profiles, the founders struggled to classify existing contacts, allocate limited time effectively, and present a cohesive narrative to prospects.
The firm needed to build market credibility through won deals, but couldn't achieve this without a clear product marketing framework defining who to target, how to position their differentiated expertise, and which prospects deserved immediate attention in their customer acquisition efforts.
02 — Solution
I designed a four-week phased engagement focusing on discovery, positioning development, and marketing automation to establish their go-to-market foundation.
Through founder interviews, competitor analysis, and systematic review of their business contact database, I developed a comprehensive ICP and segmentation framework.
Within each segment, I identified three primary buyer personas: executive leadership including founders, CEOs, and COOs who own transformation and P&L; operational and program leaders responsible for execution and operating system design; and people and leadership sponsors seeking change management capabilities.
The positioning framework proposed differentiation around these core pillars: adaptive solutions designed for specific client contexts, true partnership engagement at every organizational level, and open collaboration.
Deliverables include an ICP and persona definition matrix, positioning and messaging framework, account-based marketing plan classifying and prioritizing high-value accounts from existing contacts, custom product marketing GPT for consistent messaging generation, and AI agent workflows to automate marketing groundwork and create a single source of truth.
03 — Impact
I've successfully identified 18 high-value target accounts mapped across the priority vertical segments, providing the company with a clear roadmap for focused outreach over the next two months.
The proposed positioning framework unifies the three founders' expertise areas into cohesive market narratives, while the ICP matrix enables systematic qualification of prospects from their existing network and future business development efforts.