Case study

A Cybersecurity Company

Categories

Product & PricingRevenue OperationsSalesMarketing

Solutions provided

Interim CMO

Interim SDR Management

Corporate Rebrand

Campaign Strategy & Execution

Web Redesign & Launch

Lead Gen & Management

Pricing Strategy

Account Segmentation

Territory Design

The key insight

Top-to-bottom lead funnel conversion increased from 4.8% to 9.9%.

Results at a glance

22%

ASP Uplift

Take an assessment

In March Year 1, Cortado Group was asked to place an Interim Chief Marketing Officer (CMO) to replace an outgoing head of Marketing. The Interim CMO reported to the CEO and board of directors. Overall lead generation efforts were not yielding results and a large budget was not being effectively allocated.

The challenge

During the 9-month engagement, the client had 3 CEO leadership changes, 2 CRO changes, and sudden resignation of the SDR manager.

The existing marketing team was reduced from 5 to 3 due to departures.

The understaffed team lacked the capacity (and in some cases the capability) to fix Marketing's under-performance.

Overall lagging revenues meant increased pressure from the board

The Cortado Group solution

Buyer Personas

Buyer personas were developed and implemented into the marketing team.

New Corporate Identity Standard

A completely new corporate identity standard and brand messaging was developed and launched.

New Website

Simultaneously, a new website was launched on an entirely refreshed instance of WordPress.

Budget Waste

Budget waste was removed, and every under-performing agency was also removed.

Lead Scoring

Lead scoring was implemented along with a weekly nurture and content marketing campaign.

Pilot Campaigns

Several pilot campaigns were run to improve the end-to-end system.

Pricing

Pricing was restructured and implemented into the field as per new territory designs.

Results

22%

ASP Uplift

Initial budget cuts were 48% while lead: funnel metrics improved over the same period.

Marketing Qualified Leads (MQL) to Sales Qualified Leads (SQL) rose: from 4.8% to 9.9%.

The Sales Development Rep (SDR) team weekly: performance improved in the second half of the year. The weekly average appointments booked increased 33%.

Overall, ASP increased from $90K to $110K and sales cycle length decreased from 122 to 95 days resulting in higher value deals generated: by Marketing.