Sales Enablement for SaaS Transformation

  • Technology | SaaS | Insurance | Financial Institutions | Employee Benefits

    • Marketing Strategy

    • Integrated Campaign Planning and Execution

    • Project Management

    • Content Strategy

Key Takeaway: This project reinforced the importance of aligning sales and marketing around a shared buyer’s journey. By developing audience-centric messaging and ensuring sales teams had the right tools at the right time, we accelerated adoption of a new SaaS offering and strengthened cross-functional collaboration during a pivotal business transformation.

Executive Summary
When a cybersecurity company began its three-year transformation from service provider to SaaS company, I led the marketing strategy to support the launch of their HQ portal—the first online marketplace for identity management, privacy, and cybersecurity services. The initiative focused on developing persona-based messaging and sales enablement tools for key verticals, giving sales and account teams the resources they needed to engage prospects effectively and consistently.

Challenge

  • Shift sales model from product-focused to persona-based

  • Create messaging that resonates with insurance, employee benefits, and financial institution audiences

  • Build sales tools aligned to the buyer’s journey

  • Work within a lean, fast-moving environment without a formalized process

Solution
I collaborated with product and client marketing teams to create messaging maps, positioning documents, and creative briefs that guided all content and campaign development. Deliverables were built to align with each stage of the customer journey and ensure consistent, audience-focused messaging.

Results

  • Complete library of sales tools mapped to buyer’s journey

  • Consistent messaging across all marketing and sales collateral

  • Increased efficiency by centralizing materials in a single portal

  • Stronger alignment between marketing, product, and sales teams during a critical transition

Strategy and Planning

  • Developed messaging maps, positioning documents, and value propositions for each vertical

  • Created sales guidebook, talking points, and sales training materials

Inform Stage Assets

  • Sales sheets, HQ eBook, training materials, client webinar, infographic

Evaluate and Decide Stage Assets

  • Data sheets, add-on product collateral

  • Expanded client portal into a sales enablement hub with assets organized by buying stage

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