The purpose of this series of articles is to share a real life start-up, growth and success story of a Software & Technology company that later became an industry leader in the markets they served.

I will focus on the sales, marketing, growth and results hacking secrets and strategies that led to 7-9 figure campaigns.

I will share the challenges, goals and triumphs that were achieved along the journey.

Let’s begin.

Part 1: The Beginning

When I first worked with this company, they were winning deals off of referrals and industry contacts and had some form of success, but no consistent flow of business.

The challenge.

The biggest challenges were that the industry verticals were extremely difficult to break into as a new player, and the sales cycles were between 1-5 years.

The winning deal sizes were around $10-100M, and the implementation projects took a team of people around 3-5 years for completion. Not including the maintenance and future upgrades.

The sales and marketing team was bare bones

There was no team leader. No systems. No direction. No growth plan.

The founders and leadership team knew they had a problem they wanted to solve but had no idea how to get there.

This was day one.

The goal.

The goal was to accelerate this into a high-growth company to become the leader in the industry and dominate their markets.

The good thing was that the deals were profitable, the company was lean and the opportunities were limitless.

If the company won 1 deal per a year then it would have been profitable for the organization.

Now we had our goals, and the next step was to implement my plans for growth…

Stay tuned for Part 2 of “How I Generated Over $200 Million for a Software & Tech Company,” to learn about how we implemented the growth plan.

Welcome back to the series. The purpose of this series of articles is to share a real life start-up, growth and success story of a Software & Technology company that later became an industry leader in the markets they served.

I will focus on the sales, marketing, growth and results hacking secrets and strategies that led to 7-9 figure campaigns.

I will share the challenges, goals and triumphs that were achieved along the journey.

Part 2: The Growth Plan

The Struggle

The next step in my strategy was to implement a growth plan that would attract the highest qualified leads through marketing and drive more sales opportunities for the organization.

The problem was that we needed to build everything from scratch.

We didn’t have the teams, infrastructure or even access to old data.

Even the internal IT department lacked the knowledge, resources and capability to do simple jobs within the organization.

The new growth of this company would start with a pioneer with a vision.

Since the Technical Founders didn’t have the expertise in scaling a sales and marketing organization.

The leading charge of this vision was me.

The Systems.

I strategized with the founders to develop new systems and growth plans for the sales and marketing departments that were very specific for their industry.

Their average deal was worth 7-8 figures and the sales cycles were very long.

So we were focused on long-term growth.

We setup KPIs (key performance indicators), benchmarks and goals for each department.

The goal was to create more efficiency, accountability and overall company growth.

We set more aggressive budgets and invested in specific software, tools and resources that would allow the teams to thrive.

The Teams.

The sales and marketing teams were all over the place with no clear vision.

There was no team leaders, direction and also poor communication within each department and division.

We had to solve this problem, fast.

We hired key team members, directors, managers, sales teams and leveraged other departments.

We built key partnerships with vendors and contractors to assist with skillsets that weren’t available in-house.

The Strategy.

The Go-to-Market Strategy was to become the industry leader in our markets.

Stay tuned for Part 3 of “How I Generated Over $200 Million for a Software & Tech Company,” where we go into detail on the Go-to-Market Strategy.

Welcome back to the series. The purpose of this series of articles is to share a real life start-up, growth and success story of a Software & Technology company that later became an industry leader in the markets they served.

I will focus on the sales, marketing, growth and results hacking secrets and strategies that led to 7-9 figure campaigns.

I will share the challenges, goals and triumphs that were achieved along the journey.

Part 3: The Go-To-Market Strategy

It was now time to roll up our sleeves and get to work!

We setup the foundation by building the infrastructure, the team, the technology and the resources.

We had different phases of the GTM Strategy that was fluid and adaptable to fit the need of the company at the time.

Our #1 Goal was to Dominate Our Markets.

In order to do this we needed to become the leader in each area of sales and marketing.

Their competitive landscape consisted of historic multi-billion dollar brands, mid-size market leaders and online up and coming players.

We took advantage of our position in the marketplace and played to our strengths.

The company was well established closed to 15 years, already had a global footprint and won deals with key big name accounts that we could leverage.

So the game plan was Go Big or Go Home.

Since this was Pre-Covid-19, alot of business was done face to face, networking at events and in-person proposal meetings.

So we custom catered a strategy around their business and market.

It was based on my many years of success growing and scaling many organizations through the years.

The secret to their success was called the “Cold-to-Client Method”.

C2C was a proven method and strategy from my AMS System, to turn any cold prospect to a warm lead, that would eventually become HOT clients.

The system was based on developing the relationship in the fastest way possible, to close more deals faster to increase our sales team’s multi-million dollar pipelines.

Cold-to-Client Method Funnel Breakdown

1. Awareness – we would become top of mind in the markets, events, websites, social media and locations our prospects played.
2. Education – develop specific educational content pieces that would position us to become thought leaders, industry experts and move our prospects along the journey.
3. Engagement – have real meaningful conversations on what worked or didn’t work with their existing vendors, plans, goals and how we could help.
4. Evaluation – position ourselves as the market leader and clear choice for their specific company that cared about their best interests.
5. Closing – this was the easy part.

I developed a strategic and specific strategy for each and every sales and marketing channel.

We created successful Industry Events Campaigns, Social Media Campaigns, Google Ads Campaigns, Display Campaigns, Video Campaigns, Linkedin Campaigns, Print Campaigns, Account Based Campaigns, Email Campaigns and New Product Launches.

I could literally write a series of books for each of the campaign strategies and tactics.

But that will be for another day or exclusively for my clients. 🙂

This was a detailed overview of the Go-to-Market Strategy leveraging the Cold-to-Client Method.

In the next article of “How I Generated Over $200 Million for a Software & Tech Company,” I will reveal the results from the campaigns, some data points, lessons learned and accomplishments, in part 3 of The Results.