SERVICES
Griffin Marketing Consulting specializes in providing strategic marketing plans & strategies, specific go-to-market solutions, and tactical marketing projects to tech companies looking to Get Big Fast.
For start-ups we can act as your virtual CMO, a tactical product launch marketer, product manager, and more. For larger companies we can work alongside existing teams or operate independently while providing the specific marketing solution or project you need. We can also bridge your hiring by augmenting your team in an acting- or interim- capacity for several months. With expertise in both consumer marketing and B2B marketing, we will work quickly with you to assess your needs and determine engagement feasibility.
Scroll below to read some sample Griffin Marketing Consulting engagements.
STRATEGIC MARKETING & PLANNING
We partner with you to work from the C-Suite to the individual contributor level and provide hands-on advice and plans, including:
Business & product assessment
Annual marketing plans
Budgeting and forecasting
PRODUCT MARKETING & GO-TO-MARKET
Our expertise and customer-focused approach provides strategies, projects, and executions rooted in what the customer wants. We love to get our hands dirty and provide you with customer facing content and materials:
• Product positioning and messaging
• Customer and segment identification
• Go-To-Market (GTM) plans
• Product research plan, setup, creation, and coordination
• Product launches and readiness
• Partner and affiliate marketing
• Channel strategy
• Collateral development
PROJECT EXECUTION, MARKETING COMMUNICATIONS & SALES TEAM SUPPORT
Getting Big Fast means getting stuff done. There’s a time for planning, and the rest of the time for executing. We help get the details out the door and working for you:
• Advertising planning & execution, including ATL (TV, Print, OOH) & BTL (Display, Social, Email)
• Production management
• Events and trade show planning and execution
• Communications strategy
• Direct mail
• Lead generation, inbound, and outbound tactics
• Sales & SDR toolkits including scripts, pain sheets, battle-cards, and more
PRODUCT MANAGEMENT
Crisp product requirements rooted in the right target customer are essential for getting the product team aligned and moving together. We can help with:
Product definition
Product requirements documents
INTERIM VP MARKETING / INTERIM CMO
Filling a marketing leadership role but don't want the ball dropped? Need the marketing team managed while you hire for the future? We can help.
Sherman Griffin can act as your Interim VP Marketing or Interim CMO. A broad based marketer with experience across all dimensions, Sherman can jump in and help manage your marketing team while you hire for the long-term. Generally a three-four month engagement, hiring Sherman as your interim marketing lead means programs can continue, your team can keep operating at peak levels, and you can meet your business goals. You'll be free from day to day management of the marketing lead's direct reports, allowing you to do your day job and make a winning permanent hire.
SAMPLE WORK
Consumer Software & Subscription Service: Product Requirements Definition
For this client Sherman Griffin engaged in a three month project to define product requirements and then launch a new digital software & service offering. Sherman co-located in the company's Seattle office for approximately 10-15 hours per week, working directly with the start-up's small product & engineering team. His primary goal was to define and articulate product requirement requirements. First conducting product research through qualitative outbound research into existing and prospective customers, Sherman identified product needs and what customers wanted. Working with the engineering and product teams, he mapped customer needs into technical capabilities and defined the features needed for the product. Delivering a Business Requirements Document (BRD) and an aligned team, the client was then able to successfully build and launch their consumer product and service offering.
SaaS Enterprise Solution & Services: Packaging and Pricing
For this client Sherman Griffin engaged to re-define the company's solution offering. A SaaS start-up, the company has an offering targeting mid-market to large enterprises. In a competitive space with sizeable demand, a rapidly growing product, the offering needed to evolve to a more scalable solution. With the goals of driving increased revenue, increased resource efficiency, and internal alignment, Sherman defined new tiered packages and rolled them out. To do this, Sherman conducted primary qualitative research, defined the offering, and engaged with internal and external teams to roll it out at the company's upcoming Sales Kick Off (SKO). The client was located in multiple US locations and the engagement is conducted virtually using collaborative tools including Zoom, Box, and Google docs.