With plans for rapid expansion and new funds from investors, our client hired a new Chief Marketing Officer (CMO) whose first priority was to establish a firm foundation for growth through a reconfigured marketing and sales process. In particular, the CMO wanted to make the sales team proactive and focus their time on pursuing leads qualified through outbound marketing campaigns rather than wait for leads to materialize through their website or spend time hunting for them. As big plans always lead to big expectations, the CMO focused on performance and wanted to show early wins. These big plans also included expansion in international markets, so sourcing prospects from the EMEA and APAC regions was also important.

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