CASE STUDY
Rebuilding Growth for a Smart Consumer Insights IoT Platform
In a Nutshell
- Challenge: Unclear positioning, fragmented GTM strategy, weak digital presence.
- Solution: Implemented a data-driven GTM strategy with ICP targeting, digital enhancements, CRM optimization, and streamlined sales enablement.
- Results: Increased lead quality, improved brand visibility, optimized CRM engagement, and established sustainable processes for long-term growth.
Overview
Adrich, a smart consumer insights platform augmented with AI, launched in 2018 with promising traction in the market, securing business with several Fortune 500 CPG companies. However, after a challenging leadership transition in 2022, growth had stalled. The company struggled to expand its client base or develop recurring revenue streams with existing accounts.
The leadership and board recognized the need for strategic intervention and sought a fractional Chief Marketing Officer to restart growth. I joined Adrich as fractional CMO in early 2023, tasked with identifying the root causes of underperformance and crafting a plan to reposition the company for smart, sustainable growth.
Challenge
Adrich’s core challenges were interconnected and deeply rooted:
- Unclear Brand Positioning and Value Proposition: The company’s messaging lacked clarity and failed to resonate with its business targets.
- Absence of a Defined ICP and GTM Plan: Without a clearly defined ideal customer profile (ICP) or a structured go-to-market (GTM) strategy, the sales and marketing efforts lacked focus and consistency.
- Inefficient Marketing and Sales Systems: While the team had tools like HubSpot, ZoomInfo, and LinkedIn Sales Navigator at their disposal, these weren’t being used cohesively to build awareness or generate pipeline.
Additionally, the company’s website was outdated, content had not been refreshed in over 18 months, and CRM data was poorly maintained. Turnover in key leadership and operational roles further exacerbated the problem, leaving the company with fragmented processes and minimal momentum.
Solution
To address these challenges, I conducted a thorough GTM diagnostic to uncover strengths and pinpoint deficiencies. This data-driven approach formed the foundation of a comprehensive plan to realign Adrich’s marketing and sales strategies.
GTM Diagnostic and Strategic Insights
- Analyzed CRM data to identify pipeline gaps, including a heavy reliance on single-deal accounts and low interaction rates with decision-makers.
- Validated that successful deals correlated with a higher frequency of demos and proactive account management support.
- Highlighted a significant drop in website traffic due to poor SEO practices following a CMS transition.
Collaborative Alignment with Leadership
The CEO and board were skeptical of implementing another GTM strategy due to previous failures. I worked to align stakeholders by presenting data-backed insights, articulating differences in execution compared to past efforts, and emphasizing the importance of a long-term (3–6 months) view for measurable results.
New GTM Strategy
- ICP and Segment Targeting: Defined a clear ICP and refined segment priorities to align with Adrich’s strengths and market opportunities.
- Digital Channel Enhancements: Refreshed the website, updated messaging, and launched thought leadership initiatives to boost credibility.
- Sales-Enablement Tools and Processes: Introduced toolkits, templates, and KPI checkpoints to streamline sales activities.
- CRM Optimization: Led efforts to clean and re-engage outdated CRM data, implemented automated nurture campaigns, and established best practices for deal tracking and client outreach.
- SEO: Improved website SEO to reverse traffic decline and increase inbound leads.
- Content Marketing / Lead Nurture Campaigns: Developed optimized outreach and nurture campaigns by analyzing touchpoint data from won versus lost deals, ensuring consistent engagement throughout the client journey.
Results
The transformation delivered tangible improvements in Adrich’s GTM capabilities and overall market presence:
- Pipeline Growth: Increased the quality and quantity of leads, with higher engagement from decision-makers in targeted segments.
- CRM Utilization: Streamlined CRM management, leading to better deal tracking, higher outreach efficiency, and improved client engagement metrics.
- Brand Visibility: Enhanced digital presence through updated website content and a renewed focus on thought leadership, driving a measurable uptick in traffic and inbound inquiries.
- Stakeholder Buy-In: Established trust and alignment among the CEO, board, and sales leadership, ensuring long-term commitment to the new strategy.
This revitalized GTM strategy positioned Adrich for sustainable growth, leveraging existing tools and resources while minimizing additional spend. By aligning strategic execution with clear goals and consistent processes, Adrich regained its momentum, re-establishing itself as a leader in consumer insights for CPG brands.