How I Generated Over $200 Million for a Software & Tech Company. (Part 3)

Welcome back to the series. The purpose of this series of articles is to share a real life start-up, growth and success story of a Software & Technology company that later became an industry leader in the markets they served.

I will focus on the sales, marketing, growth and results hacking secrets and strategies that led to 7–9 figure campaigns.

I will share the challenges, goals and triumphs that were achieved along the journey.

Part 3: The Go-To-Market Strategy

It was now time to roll up our sleeves and get to work!

We setup the foundation by building the infrastructure, the team, the technology and the resources.

We had different phases of the GTM Strategy that was fluid and adaptable to fit the need of the company at the time.

Our #1 Goal was to Dominate Our Markets.

In order to do this we needed to become the leader in each area of sales and marketing.

Their competitive landscape consisted of historic multi-billion dollar brands, mid-size market leaders and online up and coming players.

We took advantage of our position in the marketplace and played to our strengths.

The company was well established closed to 15 years, already had a global footprint and won deals with key big name accounts that we could leverage.

So the game plan was Go Big or Go Home.

Since this was Pre-Covid-19, alot of business was done face to face, networking at events and in-person proposal meetings.

So we custom catered a strategy around their business and market.

It was based on my many years of success growing and scaling many organizations through the years.

The secret to their success was called the “Cold-to-Client Method”.

C2C was a proven method and strategy from my AMS System, to turn any cold prospect to a warm lead, that would eventually become HOT clients.

The system was based on developing the relationship in the fastest way possible, to close more deals faster to increase our sales team’s multi-million dollar pipelines.

Cold-to-Client Method Funnel Breakdown

1. Awareness — we would become top of mind in the markets, events, websites, social media and locations our prospects played.
2. Education — develop specific educational content pieces that would position us to become thought leaders, industry experts and move our prospects along the journey.
3. Engagement — have real meaningful conversations on what worked or didn’t work with their existing vendors, plans, goals and how we could help.
4. Evaluation — position ourselves as the market leader and clear choice for their specific company that cared about their best interests.
5. Closing — this was the easy part.

I developed a strategic and specific strategy for each and every sales and marketing channel.

We created successful Industry Events Campaigns, Social Media Campaigns, Google Ads Campaigns, Display Campaigns, Video Campaigns, Linkedin Campaigns, Print Campaigns, Account Based Campaigns, Email Campaigns and New Product Launches.

I could literally write a series of books for each of the campaign strategies and tactics.

But that will be for another day or exclusively for my clients. :)

This was a detailed overview of the Go-to-Market Strategy leveraging the Cold-to-Client Method.

In the next article of “How I Generated Over $200 Million for a Software & Tech Company,” I will reveal the results from the campaigns, some data points, lessons learned and accomplishments, in part 3 of The Results.

Stay tuned for the next one…