|
Company: Performive, Marietta, GA
Company Description: At Performive, we specialize in providing mid-sized companies enterprise grade solutions scaled and priced right. In over 20 global locations Performive delivers secure, hyperconverged solutions with world class support and on-demand engineering assistance.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing Executive of the Year
 Nomination Title: Danielle Walter
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated individual's achievements since January 1 2020, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Briefly describe the nominated individual: history and past performance (up to 200 words):
Total 117 words used.
Danielle is an active advocate of IT professionals worldwide to lead their organizations’ growth through innovative transformation. In her role as a marketing leader, she is a devil with the details focusing on producing improved metrics tied to campaigns, programs, processes, and operations throughout an organization. She has led messaging and branding for four cloud providers, including Rackspace and SingleHop, aligning sales, product, and marketing teams to a singular identity and set of goals. Danielle was brought on to the Performive executive team to strategically build and relaunch the brand, moving segments and increasing stickiness in the prospective customer base. The role required scrappy budget management and a hands-on leader to reach outside the role whenever necessary.
- If you are providing written answers to the questions for this category, you must answer this second question: Outline the nominee's achievements since the beginning of 2020 that you wish to bring to the judges' attention (up to 250 words):
Total 245 words used.
Total Server Solutions (TSS) was founded in 2005 and acquired several companies throughout the years, creating fractured messaging, customer expectations, and brand identity. The rebrand from Total Server Solutions to Performive was launched on August 20th, 2020. The kickoff date for the project was May 12th, making the project length 100 days exactly (compared to over 6 months). The rebrand team, including and lead by Marketing VP Danielle Walter, consists of 1 additional full-time employee (compared to 5 - 7 team members). The cost of the rebrand project was $30,000 (compared to over $250k).
The first objective was to rebuild the portfolio from transactional server rentals to managed services of tech solutions that solved the unique challenges of IT departments in mid-sized companies. The revamped portfolio required development of service/product definitions and customer journy maps to define the features, benefits, and market competitiveness. Next, Danielle developed Performive’s brand, which aligned to internal core values, and addressed the top challenges of the customer set: skill gap, limited staffing, and visibility/control. The brand development and launch took 100 days in total and included the website, internal training, 70 peices of sales enablement / collateral and internal systems implementations (Hubspot, Drift and partial SalesForce). In addition to the brand launch, a channel marketing program was built to multiply sales efforts by enabling resellers to become Performive solution advocates. Lastly, demand generation foundations and programs were built and executed for both marketing and channel divisions.
- If you are providing written answers to the questions for this category, you must answer this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 139 words used.
THE OUTCOME:
The deliverables of this project included a re-developed product offering, all-new website, integrated tracking, Marketing CRM implementation, as well as over 70 pieces of collateral including brand/offering overviews, datasheets, location slicks, technical documentation, and thought leadership. The sales, channel, and internal teams were also armed with enablement including brand messaging training, battlecards, 100+ slides of presentations (with scripting), and more.
The outcome was a marketing sourced, new logo pipeline of 11X of quota generated within the first 12 months of brand launch. Additionally, our reseller team built a pipeline of (channel sourced, new logo) over 5X during the same time period. Long sales cycles of complex cloud deals delay our posting of won deal ROI, but at industry standard close rates (per Gartner) we are forecasting an ROI of well over 50X in the first year post-rebrand.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination. (up to 250 words):
Total 154 words used.
To see the scope of this 100 day, 2-person rebrand project, we have included our project plan as well as a guide to our brand collateral and sales enablement. We encourage you to review the following:
-
Budget: Stock photography, under $500. Freelance work, approx. 44.5 hours @ $70/hr. Coding and WP development, 6 weeks to deliver CSS, WP with build widgets, and 7 pages (all content, design and additional pages built by the internal marketing team). Total cost of rebrand ~$30k. To drive brand and solution awareness, marketing spend in the next 12 months was 85k with the channel team spending 100k.
| Attachments/Videos/Links: |
|---|
|
