‍Marketing Transformation

|

Customer Experience

|

Go-to-Market

Growth for a venture-backed machine learning leader

Transforming the sales and marketing capability of an industry-leading machine learning company to achieve global growth.

Context

Speechmatics are global leaders in any-context, automated speech recognition. With a globally-recognised machine learning product, deep specialism in their field and a recently closed fundraising round, we worked with them to identify growth markets and to transform their sales and marketing organisation to penetrate them.

From B2B to B2E

A platform with wide industry applicability, our work focused on identifying and quantifying the most valuable growth markets. We created an evaluation framework and commercial model to prioritise fast growth and accessible industry segments. Having narrowed the focus for the business, we defined a new go-to-market framework, focused on customer needs, that captured target buyer journeys, messages and collateral. We then broke initiatives into manageable tasks and oversaw the transition into BAU team activities.

Impact

  • 19 markets identified, sized and assessed for desirability
  • New customer journeys designed to maximise nurturing and sales effectiveness
  • Shaped marketing campaigns to address desirable markets
  • Transformed their strategy from product-led to value-led