A market-leading, Silicon Valley-based VC firm with a history of 40+ $100M exits needed help figuring out how to better evaluate return on marketing investment for their portfolio and investment target companies.

Solution:

I developed a proprietary, regressive analytics-based model – Contribution Analysis – that provided a comprehensive, long-range view of return on marketing investment.

Result:

The model became the standard measure for evaluating marketing effectiveness and, importantly, a critical tool for developing multi-quarter forecasts for both portfolio and prospect companies.

A national leader in the agritech space was looking to support its organic growth through acquisitions. The company had identified several large ($MM) targets but did not know how to evaluate current/future value or operational viability.

Solution:

Taking a comprehensive view, I built an evaluation framework that included quantitative information (e.g. financials/POS/CRM data) and qualitative factors (e.g. a proprietary framework for evaluating cultural readiness/adaptability).

Result:

This framework was instrumental in:

1. Providing a clear methodology for a “buy” decision.

2. Setting an appropriate and auditable valuation that helped resolve stalled negotiations.

The for-profit higher education industry was facing rapid commoditization with decreasing demand. I was brought in to help a large company figure out how to grow profitability when marketing costs were increasing and conversion rates were decreasing.

Solution:

Leveraging 1^st and 3^rd party data, I created a unique Demand Generation-based GTM strategy that provided a focused, thoughtful pivot to marketing and sales efforts.

Result:

My buying journey-aligned model delivered a competitively differentiated approach that decreased costs and delivered a 24% increase in new customer acquisition. This approach was, ultimately, adopted by other players within the industry.