Clear, compelling, and concise messaging is a core marketing requirement. Rob has mastered the craft of developing effective on-point marketing materials, product collateral, and company positioning that is always customer-centric. Rob has launched numerous products and solutions offerings, ensuring global sales teams had the materials and tools they needed to successfully engage prospects.
Elevator Pitches
Rob has helped companies consistently communicate who they are are what they do.
It’s not uncommon to find employees delivering value props all over the map, including the executive management team. Rob works with CEOs to help get the key stakeholders on the same page and created an elevator pitch to quickly and consistently describe the company. The examples here illustrate a couple of developed elevator pitches.
Go-to-Market Playbooks
Rob has communicated market opportunities and solutions to global sales teams for his entire career.
In this example, Rob created and presented this playbook to a 150-person global sales team. The playbook provided details on how the team could pursue the Enterprise Imaging market. It included market size, trends, customer challenges, competitors, the solution, positioning, differentiation, and pricing.
GTM Plans/Checklists
Rob works with cross-functional groups to assess the requirements for new products and service offerings. He uses a customized checklist from Pragmatic Marketing to ensure commercial teams have the materials and information they need based on the release.
In this example, Rob worked with the marketing team to deliver materials for a major product update. The materials include a product deck, sales training, an explainer video, a webinar, a press release, blog posts, and pricing.
Presentations
Rob has been instrumental in developing products, solutions, and corporate positioning for several companies targeting the healthcare, life science, and financial services markets.
In this example, the company lacked a unified, cohesive corporate presentation. Rob worked with key stakeholders to best position the company’s solutions and direction and, most importantly, how they are different.
Branding
Rob has worked with many companies to address brand challenges. Usually, the issues result from new solutions added to the portfolio through acquisitions or new development. Over time, product brands within the portfolios become disjointed, confusing, or redundant.
In this example, the company had started rebranding some of its acquired product lines using its relatively unknown company name. Rob changed course and developed a branding strategy built around keeping names with the highest brand equity. He worked with the creative team to apply an attractive, consistent, and understandable color treatment, font, and taxonomy.
