Work · 01
Positioning & Go-to-Market
Good products lose deals when nobody can explain them in one sentence. I find that sentence, then build the messaging, offer and launch plan around it, so sales, product and leadership tell the same story.
AI product relaunch
- Context
- An AI product that brings artworks and historical characters to life as digital humans that visitors can talk to, sold to museums, schools, entertainment venues and brands.
- Problem
- About 200,000 visitor conversations proved the product worked, but the product names described levels instead of what each version does, and there was no single story for four very different buyers.
- What I did
- Repositioned the product for four audiences: culture, education, entertainment and brands. Renamed the product line so each name says what the technology does. Built standard packages for the pricing brochure, internal pricing tools and sales materials for the sales team, and pitched the product to representatives of the German federal states for state funding.
Result
- Proposal turnaround cut by 50%
- ~€500K of active pipeline
AI LegalTech go-to-market
- Context
- An AI LegalTech startup selling to legal teams in the US while raising investment.
- Problem
- A complex AI product that investors, legal teams and customers all needed to understand and trust, each for different reasons.
- What I did
- Led the go-to-market strategy and product positioning with the founders, and built the messaging framework used in investor pitches, sales conversations and on the website. Ran account-based campaigns against about 150 priority US accounts, plus PR and the company LinkedIn.
Result
- $4.5M funding round supported
- 100+ MQLs in 8 months
- ~$400K of marketing-influenced pipeline from account campaigns
- ~30% more branded search impressions
- 14 media features
- LinkedIn followers from 300 to 5,000 in 3 months
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