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CLIENT CASE STUDY: Driving Commercial Pipeline Growth with Strategic Marketing Leadership

Written by Shayne De la Force | Aug 6, 2024 1:24:57 AM

Client: FoodChain ID 
Industry: Food Safety and Compliance 
Website: https://www.foodchainid.com   
Private Equity Partner: Berkshire Partners 

Engagement: 'The Interim CMO' (4 days/month over 14 months)

The Challenge 

FoodChain ID, a global technology leader with the mission to keep the food supply chain safe and transparent, was facing significant challenges in its marketing efforts. Despite its strong product portfolio, the company struggled with low ROI from its marketing investments and inconsistent brand messaging across its international markets. These issues were hindering the company's ability to effectively grow its sales pipeline and maintain a cohesive brand presence worldwide. 

The Solution 

To address these challenges, FoodChain ID partnered with The CMO Syndicate, bringing in Shayne De la Force, Chief Marketing Officer and Founding Partner at The CMO Syndicate to lead the strategic overhaul. 

Strategic Initiatives Implemented 

1. Comprehensive Marketing Strategy Overhaul: 

  • Developed a unified marketing strategy aligned with FoodChain ID’s business objectives.
  • Focused on tactics directly contributing to sales pipeline growth. 

2. Brand Identity, Positioning and Messaging: 

  • Standardized brand identity and messaging to ensure consistency across all international markets. 
  • Enhanced brand positioning to strengthen global presence and customer trust. 

3. Development of a Multilingual Website: 

  • Created and launched a new website in 8 languages within 3.5 months. 
  • Optimized for higher conversion rates and improved user experience. 

4. Targeted SEO Enhancements: 

  • Implemented SEO strategies to increase organic search visibility. 
  • Focused on keyword optimization and content relevance to attract qualified leads.

5. Strategic Content Marketing:

  • Produced high-quality, relevant content to engage target audiences. 
  • Distributed content through appropriate channels to maximize reach and impact. 

6. Sophisticated Digital Advertising & Public Relations Campaigns:

  • Designed and executed targeted digital ad & PR campaigns. 
  • Utilized advanced targeting and retargeting techniques to increase conversion rates. 

7. Cutting-Edge Attribution Models:

  • Employed attribution models to measure the effectiveness of each marketing channel and campaign. 
  • Enabled swift strategy adjustments to maximize ROI and pipeline growth. 

Results 

  • Significant Pipeline Growth:
    • Marketing pipeline attribution increased from 4% to over 20% within 12 months. 
    • Enhanced ability to track and grow sales pipeline effectively.
  • Enhanced Global Brand Presence: 
    • Strengthened brand consistency and customer engagement across international markets. 
    • Expanded global reach and improved market positioning.
  • Improved ROI: 
    • Maximized the impact of marketing investments through data-driven strategy adjustments. 
    • Achieved a more robust and measurable impact on sales pipeline growth.

Testimonial 

Conor Kearney, CEO of FoodChain ID, stated, "The CMO Syndicate gave us access to a top-tier CMO at a fraction of the cost. Shayne De la Force was able to quickly rebuild our marketing function, overhaul our marketing strategy and activities, and set us on course for a meaningful improvement in pipeline. I view them as a critical partner on our growth journey." 

“Inviting The CMO Syndicate into our organization was a game-changer” commented Brandon Taylor, Chief Revenue Officer (CRO) at FoodChain ID. “We were struggling with a junior marketing team, a limited budget, and no strategic direction for building a global marketing strategy. Shayne De la Force quickly turned things around. Within just three months, he developed a comprehensive global marketing strategy, began high-grading the team, and implemented robust tracking, managing, and measuring mechanisms to understand our conversion metrics across marketing and sales.” 

“Shayne didn't just bring strategies; he brought a strong growth culture to our team. The results were outstanding: our lead volume doubled, and our pipeline increased from an average of 1.8X to 3.4X. Shayne consistently exceeded our expectations and delivered more than he committed to in our engagement. If you want real results and transformative growth, partner with Shayne De la Force and The CMO Syndicate. They delivered beyond our highest hopes!” 

Conclusion 

The partnership between FoodChain ID and The CMO Syndicate demonstrates the transformative power of strategic marketing leadership. By leveraging the expertise of The CMO Syndicate, FoodChain ID was able to address its marketing challenges head-on, resulting in significant improvements in its sales pipeline and global brand presence. This case underscores the value of executive marketing leadership in driving business growth and achieving strategic objectives. 

Call to Action 

For Managing Partners at Private Equity firms looking to enhance their portfolio companies' commercial effectiveness, The CMO Syndicate offers unparalleled expertise and strategic insight. Contact us today to learn how we can help your business achieve its growth ambitions. 
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