AquaSmart

Aligning Sales and Marketing for Predictable Growth

"They can distill and internalize any company’s core business, train their sales team to sell to any audience, and create the tools to support them. If you have the chance to work with them, work with them."
 
Dave L., VP Sales

The Business Challenge

AquaSmart, a mid-sized company in the sustainable water technology industry, faced challenges with misaligned sales and marketing teams. Their messaging was inconsistent across channels, leading to confusion among customers and inefficiencies in converting leads into sales. Leadership needed a strategic intervention to align both teams and accelerate revenue growth.

The Strategic Solution

  • Sales-Marketing Alignment: Conducted workshops with sales and marketing leadership to establish shared goals, refine messaging, and create a unified strategy.
  • Revised Sales Enablement Tools: Designed tailored collateral, including pitch decks, trade show environments, and marketing videos to empower the sales team with consistent, high-impact resources.
  • Strategic Campaign Realignment: Streamlined digital campaigns to focus on AquaSmart’s most profitable customer segmentss.

The Measurable Outcome

  • 20% increase in customer acquisition rates.
  • 6x growth in sales team, with reduced deal cycles due to aligned messaging.
  • 100% growth in sales over a 4-year period.

Keys to Success

  1. Alignment is Key: Unified sales and marketing strategies prevent inefficiencies and confusion.
  2. Empower Your Sales Team: Providing tailored resources improves close rates and shortens the sales cycle.
  3. Focus on Your Core Audience: Prioritizing high-value segments drives faster and more sustainable growth.

We created the positioning statment "Everyone Deserves Clean Water," and the marketing strategy, "Less is More." We created marketing and sales collateral to support their teams, including web sites, trade show environments, ads, presentations, and videos.