When the Chief Revenue Officer (CRO) of a renowned global inventory specialist firm approached me, it was clear they were at a pivotal moment of growth. They were set to introduce a groundbreaking product into a new market and required expert guidance to ensure a seamless and impactful launch. The CRO sought a fractional marketing director who could provide the strategic framework necessary for their global marketing efforts.

Creating a Global Marketing Planning Framework

Understanding the unique challenges of a global launch, I collaborated closely with the CRO, the sales manager, and the marketing operations manager. Our primary goal was to develop a comprehensive global marketing planning framework. This framework needed to be versatile enough to be implemented across various offices worldwide, yet structured enough to maintain consistency in promoting the new product.

Together, we devised a detailed template that outlined the essential components of a successful marketing plan. This included market segmentation, targeting strategies, and key messaging tailored to the new market. Recognising the complexity of entering a new market, we decided to initially focus on the automotive sector, leveraging their existing knowledge and networks.

The framework provided a clear roadmap for each office, guiding them on how to effectively implement and track their marketing efforts. This not only ensured alignment across the global teams but also empowered them to execute their strategies with confidence and precision.

Launching a Budget-Friendly Solution for Smaller Retailers

In addition to the global product launch, the firm was preparing to introduce a budget-friendly stock-taking solution aimed at smaller retailers. This product was designed to provide an economical alternative for businesses that had previously found the costs of stock-taking prohibitive.

I was brought in to strategise the launch of this innovative product to an existing market. My role involved advising on the best practices for engaging with potential customers, particularly those who had shown interest in the past but were deterred by price. By identifying and re-engaging these lost prospects, we aimed to convert their interest into actionable sales.

Working alongside the global sales and marketing teams, we crafted a compelling marketing campaign that highlighted the cost benefits and efficiency of the new solution. This campaign was meticulously planned and rolled out globally, ensuring a uniform message and approach across all markets.

Advisory Role and Impact

Throughout my engagement, I served as a strategic advisor, attending key meetings and providing insights that the teams could implement. My involvement was not in the day-to-day execution but in shaping the overarching strategy and ensuring the teams had the guidance they needed to succeed.

The feedback from the CRO, global sales manager, and marketing operations manager was overwhelmingly positive. The structured approach we developed has become a cornerstone of their marketing strategy, enabling them to confidently introduce new products and services to the market.