Client
Mango
Outcome
$1.5M+ in Sales for B2B SaaS
Years
2018-2024
Over 5 years, I oversaw MangoMap’s entry and expansion into the franchising industry, winning hundreds of new clients including Anytime Fitness, UFC Gym, and Orange Theory. The outcome was millions of dollars in sales and qualified pipeline, taking the company from entrant to one of the industry’s leading providers.
Services
- Product Marketing
- Growth Strategy
- Outbound Sales System
- Inbound & Marketing Automation
Key Results
- Delivered hundreds of sales and 7 figures in closed-won sales and qualified pipeline, taking the company from entrant to one of the franchise industry’s leading providers.
- Launched the product marketing playbook and built the outbound sales development team.
- Managed and drove entry to the greenfield franchise market, repositioning as the leading “franchise sales & territory mapping platform”.
- Tripled inbound lead flow and qualified pipeline in one quarter following deployment of demand generation strategy with LinkedIn and Facebook Ads
- Co-authored successful 6-figure seed funding application in the highly competitive Innovation Smart Grant process by the UK Government for new product, Mapstack
The Challenge
Mango is an online mapping tool with advanced location analytics functionality. They needed a versatile marketer to build and take full ownership of their sales & marketing functions.
This included a defined sales system for strong, predictable growth along with impactful messaging and marketing activity to support it – none of which they’d had before.
We also had to address problems with messaging, build out the funnel, be creative with automation technologies and develop all systems for the first time – a big challenge.
Core competencies included:
- Implementing a comprehensive growth strategy – inbound & outbound
- Creating effective messaging for new markets
- Building all marketing & sales systems from scratch
- Building out a team
- Marketing automation and digital advertising
Category Creation & Key Messaging
Working alongside the CEO to scope and implement outbound sales and inbound marketing systems to deliver consistent growth.
Mango’s core market was government and engineering firms. However, they needed to unlock more dynamic business-oriented markets to begin scaling their growth. They selected franchising as an experiment due to a handful of customers that had found the solution, despite no marketing. We undertook market and customer research, conducting interviews and doing advanced competitor analysis.
Based on the research, we created a brand-new category focused on enabling franchise sales to differentiate our offer from all other providers. “Our franchise sales & territory mapping software helps franchise companies like F45 Training sell up to 35 territories per month.”
Outbound Sales
We used the SPIN selling framework to build a sales process and mapped it the chosen CRM, Pipedrive.
We used the SPIN selling framework to build a sales process and mapped it the chosen CRM, Pipedrive. When implementing the outbound sales system, we set about: – Designing and deploying a full enterprise sales process – from lead generation to email templates & call scripts – Scoping SDR & AE roles by making calls and the creating handover points and the full funnel – Working with Account Executive to develop the closing process After thorough testing, we hired the first SDR and Account Executive after running the system to test strengths and weaknesses.
We then set about creating all the required marketing assets, including:
- Sales funnel
- Call scripts, questions for each call, and handover points
- Cold email templates and messaging documents
- Proposal documentation
- KPIs and metrics to measure impact in the funnel
Content & Demand gen
Supporting the sales system, we developed our marketing infrastructure and onboarding messaging while refining the funnel and deploying automation technologies to drive scale.
We designed and deployed a content strategy and production system across paid social to drive demand in target verticals, and utilised retargeting techniques to nurture aware leads. We tripled inbound lead flow in the quarter following content launch, garnering millions of paid impressions all targeted to the Ideal Customer Profile, which had a significant impact on high-intent inbound enquiries.
Outcomes
Inbound leads from a re-marketing ad campaign
Lifetime value sales for bootstrapped brand
Qualified pipeline in 1 quarter with LinkedIn ads
