Clients & Projects

Projects include: market assessment and validation, competitive analysis, value proposition development and validation, voice of the customer, channel and partner program strategies, sales enablement, and pricing and licensing.

A sampling of recent projects includes:

Grew licensing revenue $28M (desktop software). Optimized license program tiers for existing products to increase ASP 20% without customer backlash or unit sales drop.

Expanded into broad market without cannibalizing “extraordinarily healthy” profits from core users (desktop software). Used existing products, knowledge of user segments, and creative licensing-based solution to drive penetration of price-conscious broader market. The solution was chronicled by the Professional Pricing Society in The Pricing Advisor.  

Removed barrier to sales and revenue (enterprise software). Developed 6 point plan to revamp customer entitlements and reduce discounting, improve sales flexibility, and defuse customer complaints for multi-national company selling highly configurable enterprise solution.

Grew corporate profitability (business SaaS software). Aided CEO in evaluating options for “orphan” $10M business unit gained via acquisition. Identified niche where with modest investment unit revenue and margins outpaced the core business.

Product and market segmentation (business software). Following market assessment, recommended re-launching struggling product as two separate products using a single code base but separate GTM.  Each product became successful in its own right.

Grassroots marketing. I’ve helped several software companies leverage the power of grassroots marketing.  Research shows time and again that word of mouth is among the strongest influences on purchase, but gaining good word of mouth can be challenging at times.  I’ve used grassroots efforts to restore a tarnished consumer brand and address specialized or niche markets with relatively tiny budgets.