Hi, I'm Kathy.

I teach executives, sales and marketing teams how to predictably and profitably grow their sales pipeline. 

About Me

I'm on a mission to radically up-level the confidence of business executives, sellers, and marketers in their ability to predictably and profitably grow their sales. With 20 years of marketing successes, I coach and advise clients as together we find the one or two things that will yield the greatest impact, increasing business growth consistently and profitably.

Selected Highlights of Past Strategic Marketing & Sales Growth For:

  • Publicly-traded, multi-billion dollar companies
  • Multi-million dollar organizations
  • Startups
  • Non-profits
  • Industries/sectors include: Education, Business Services, Professional Services, Technology, Non-Profits, Retail, Chemicals, Flavors & Fragrances, Manufacturing, Distribution, Transportation, and Home Improvement

Sales and Marketing Alignment and Strategy

  • Account Based Marketing: Significantly increased sellers' ability to engage and close large target accounts on complex sales. (Sales cycle approx. 2 years for $2M to $6M per annum, multi-year contracts.)
  • Segmentation strategies on accounts and contacts improved engagement and lead nurturing.
  • CRM governance, practices and hygiene improved pipeline review and forecasting.
  • Segmentation of products & services to match with buyer interests increased purchases via automated website recommendations for upsell and cross-sell as well as seller ability to quickly offer upsell and cross-sell.

Marketing & Sales Operations, Marketing Automation

  • Launched marketing departments for established businesses with $6M to $200M in annual revenues. 
  • Directed the development and launch of several CRM, CMS and marketing automation systems: Salesforce, ExactTarget, HubSpot, and Microsoft Dynamics.
  • Prospect Engagement/Content Marketing: Improved the process for nurturing and engaging targeted prospects with targeted content.
  • Improved the sales process to grow direct-to-consumer sales by reducing the level-of-effort and time for sellers to accurately identify availability of assets within and across decentralized operations.
  • Sales Optimization Training: Analyzed sales data to identify seller expertise by product type, customer type, problem/resolution type and geolocation. Developed cross-training and swipe-files to lift overall seller performance. 
  • CRM optimization: Segmented prospects and customers by professional role and interest area. Segmented products by corresponding role and interest areas. This improved engagement with all content, especially email with content and CTAs matched to audience interest and products. 

Branding, Product Launches, and New Product Line Development

  • Launched numerous brands, brand identities, new products and services. 
  • Conducted a new product market feasibility analysis for what is now a multi-million dollar product line. Deliverables included niche markets, target accounts, user stories, features, benefits.
  • Co-directed the launch of a multi-national service line for what is now a multi-million dollar add-on service. Deliverables included: brand identity, buyer personas, a persona-based and search optimized website, persona-based collateral materials, social campaigns, and branded, customizable digital assets for branch locations as well as the development of an asset database with data governance SOPs, centralizing data from five regions.

Branding, Sales Enablement, Lead Conversion

  • Created three sales enablement channels (inter-company communication channels) for sales and marketing to share and customize supportive materials.
  • Produced databases of testimonials with multiple ways to filter so sellers can swiftly access a testimonial relevant to an ongoing conversation.
  • Crafted numerous video and text-based case studies that significantly increased prospect advancement at the consideration stage.
  • Designed user-friendly proposal templates for complex service proposals that, when printed, filled 2" to 4" binders. New proposals are more engaging to read and easier for readers to find specific points of interest. The proposal process became smoother and proposals delivered greater clarity with fewer friction points historically caused by confusion and reader weariness.
  • Crafted easy-to-assemble sales contract processes and templates so sellers can quickly pull together relevant contract sections, saving time and reducing errors.

Branding, Website Development, Tradeshows

  • Led the design and development of four B2B thought leadership websites and four e-commerce websites, in each case transforming a generic 'product-focused' presence to a 'buyer-centric' presence.
  • Managed hundreds of trade show exhibitions and sponsorships earning increased show ROI via show-floor sales training, interactive show-floor activities, engaging customer parties, pre and post-show communications, and target account strategy.

Content Marketing, Thought Leadership, Conference Project Management

  • Directed public relations, advertising and content marketing activities, transforming technical reports / announcements into engaging stories.
  • Authored winning applications for various chamber of commerce and professional organization awards ceremonies.
  • Directed, and crafted, evergreen content focused upon "problems to be solved" for specific buyer personas leading to increased sales engagement.
  • Directed three regional technology conferences that brought together 300+ technology professionals for a full day of education, connection and fun.

Lead Generation: Increased sales-qualified leads 2x to 10x using tools/techniques as part of larger strategy including:

  • SEO, search engine optimization.
  • Website User Experience (UX):
  • On-page recommendation of product and services based on current-page view.
  • Product / service browsing, filtering and search. 
  • Visitor capability to request notification of product availability.
  • Evergreen landing pages by segmented topic / user roles with auto-generated/auto updated product/service listings, and calls-to-action for custom services.
  • Calls-To-Action (CTA) on campaign landing pages, blog posts, e-commerce pages, events listings, etc. optimized for swift and easy reaction to compelling offer.
  • Content Marketing;
  • Blog articles targeted and tagged to audience interest with clear, compelling CTAs.
  • Directed and authored the creation of thought leadership materials, turning technical reports / announcements into engaging stories.
  • Directed, and crafted evergreen content focused upon "problems to be solved" for specific buyer personas leading to increased sales engagement.
  • Directed, and created landing pages for campaigns with clear CTA.
  • Directed, and created social media marketing; sharing articles, webinar invites, campaigns, lead magnets etc. linked to landing pages with CTAs.
  • Email Marketing:
  •  Automated email series for lead nurturing, onboarding, customer win-back, and loyalty campaigns.
  • Directed and crafted informational (newsletter) emails targeted to audience segmented by role and interest areas. 
  • E-commerce automated emails for cart abandonment, post-purchase thank you + upsell / cross-sell, special post-purchase offers of companion products/services, repurchase reminders, reputation growth / review requests.
  • Trade-Show / Conference Exhibition and Sponsorships
  • Professional and User-Group Sponsorships
  • Account Based Marketing: Significantly increased sellers' ability to engage with target accounts by identifying current/past customer accounts similar to target prospect accounts and developing content to be specifically appealing and compelling to target accounts: e.g. case studies, mini-success stories, white papers on topics of interest. 
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