Marketing Positioning and Messaging
The Challenge:
An Information Security Software Vendor poositioned itself to its prospects and partners as a "legacy system enabler" and was not getting sufficient traction among prospects. They were concerned about their messaging and their marketing programs' effectiveness.

The Solution:
I worked with their team to reposition the company as a "web enabler of corporate dates stores" achieving high resonance among industry analysts, prospects and partners. I then analyzed their program structure, processes and marketing approaches, and developed a comprehensive recommendation for the best way to reorganize, determining which skills were lacking in house, and simple steps they could take to improve their go-to-market strategy.

Business-to-Business
The Challenge:
A mid-size CRM vendor built an online presence for CRM sales to hedge funds. However, they were hitting a brick wall differentiating their offering in a competitive market.

The Solution:
I helped them develop a strategy to mine the value of the OEM partners' customer files, identify the most likely prospects for hedge fund offerings, and create co-marketing programs to drive hedge fund sales.

Project Management
The Challenge:
An Information Storage software vendor decided to experiment with some new technology that showed promise in decreasing storage management costs to customers. However, the company did not have the resources internally to plan and manage a pilot program intended to demonstrate the impact of the new technology.

The Solution:
I took on the role of outsourced project manager.

Customer Acquisition
The Challenge:
A software company designing a portal for software developers in New York City recognized that the viral marketing program they had planned was untested and they were unsure of its ability to drive traffic to the site.

The Solution:
I worked with the technologists and researchers to structure a test program that would clearly show the financial and behavioral results they needed to go to launch. I also helped them build an email communications strategy, to increase their contact with their prospect base.