Situation
Every large deal the company had won started with a conversation with its founder. Outside those conversations, the market had no idea what the founder thought.
The question
What point of view could the founder own, and how could it reach the buyers who mattered without becoming a content treadmill?
What LeadStrategus did
- Found the three positions the founder held that the market was not hearing from anyone else.
- Built an editorial system around them, written in the founder's voice.
- Connected the content to sales messaging so a post could start a conversation a rep could continue.
- Ran a webinar series with the founder as the lead voice.
Evidence and deliverables
- Executive point-of-view document
- Editorial calendar and content system
- Message sequences tied to each theme
Outcome
17 sales conversations in the first quarter began with a buyer responding to the founder's content.
What changed in the GTM motion
The founder's thinking became something the sales team could use, not something only the founder could deliver.