Business & Marketing Strategy Advisors | B2B Tech & Professional Services

Turning IBM into an Industry Recognized Leader in Enterprise AI

Challenge:
IBM’s reputation was strong, but buyers weren’t putting IBM on their shortlist for next generation solutions. It needed to shift from being seen as a legacy tech provider to a leader in enterprise AI and Cloud. Awareness and consideration lagged and the company needed to drive engagement with business and technical decision makers.

Actions:
Led a global B2B campaign, working with C-suite and regional leaders to unify sales, product, and marketing around a new customer centered value proposition. We used research driven messaging and digital optimization to drive engagement.

Results:

Consideration increased by 10%, getting IBM onto more buyers’ shortlists
A 90%+ increase in digital engagement led to improved marketing efficiency
Multiple industry awards, boosting our recognition and trust.

Making eBay Relevant for a New Generation of Buyers

Challenge:
eBay’s established brand was losing relevance with younger buyers. Traditional marketing wasn’t resonating, and the risk of becoming ‘just another platform’ to the next generation was growing. Sales growth stalled as competitors captured the attention of emerging segments.

Actions:
Launched a social first marketing program targeting Gen Z, using research driven message testing and influencer partnerships. Developed new value propositions and content strategies to connect with buyers who had never considered eBay before.

Results:

Achieved a 30-point increase in positive sentiment and a 13-point rise in brand relevance with Gen Z, strengthening our connection with this key demographic
Raised NPS scores, reflecting stronger customer loyalty and driving revenue growth through increased retention and positive word-of-mouth
Generated over 2 million new customer engagements in one campaign, revitalizing eBay’s brand and expanding our reach to new audiences

Turning Complex Solutions into Compelling Value

Challenge:
Technology innovation was creating new business opportunities. During rapid change, customers struggled to see IBM's value and feared making costly investments that could soon become outdated.

Actions:
Advised sales and marketing leadership on packaging solutions into clear, industry specific value propositions. Developed messaging and content that made IBM’s point of view on the future of technology tangible and relevant, and equipped teams to tell a compelling story that invited customers to join IBM on the journey.

Results:

Delivered over 25% revenue growth across Smarter Planet initiatives, outpacing major market segments and contributing over $7B in incremental revenue
Accelerated sales cycles and strengthened customer buy-in, driving faster adoption of Smarter Planet solutions
Positioned IBM as a trusted advisor, guiding clients through complex digital transformations with industry-leading expertise

Introducing a New Payments Platform

Challenge:
For years, sellers and buyers saw PayPal as the only way to do business on the platform. As eBay moved to its own Managed Payments solution, a change with significant margin impact for the business, there was real risk of backlash and confusion. Sellers were wary of losing choice, and many felt blindsided by the shift, threatening trust and retention at a critical moment for the brand.

Actions:
Directed the strategy for a partner co-marketing campaign and developed a brand communications plan with Product, Legal, Customer Experience, and Corporate Communications. Crafted messaging that positioned Managed Payments as a better value and more flexible choice for merchants, while proactively addressing potential concerns. Led cross-functional teams to deliver targeted content, influencer partnerships, and critical incident communications that reassured sellers and educated buyers throughout the transition.

Results:

Drove over 500,000 new customer engagements with the Managed Payments platform, boosting adoption and platform activity
Increased NPS and reduced customer service inquiries during the transition, ensuring a smoother experience for sellers
Strengthened merchants' trust and loyalty while capturing greater margin and maintaining seller engagement

Becoming an Essential Growth Partner

Challenge:
Our agency client was consistently losing ideal opportunities to cheaper or better known competitors. Despite having a unique solution and proven expertise, they were forced into price wars and commoditized pitches. Long sales cycles burned cash and morale, as the team felt stuck chasing deals instead of attracting them.

Actions:
Transformed the agency’s market position from “vendor” to “strategic partner” by reshaping their narrative and how they engaged prospects. Built confidence and trust through specific, customer centered stories that proved value up front. Streamlined the sales process to focus on building buyer confidence and demonstrating partnership from the first conversation.

Results:

Increased average deal size by 40% and secured new marquee clients at full rates
Shortened sales cycles by 35%, accelerating cash flow into the business
Transitioned from chasing deals to attracting high value clients, elevating agency positioning and demand

Transforming the Business for a Changed Market

Challenge:
IBM’s Technology Services business was under mounting pressure from new competitors driving down prices and squeezing margins. The traditional business model was losing relevance, and inefficiencies across the organization made it difficult to compete. Leadership knew that without a bold shift, IBM risked falling further behind, eroding profitability, and losing market share.

Actions:
Advised the executive leadership team on reinventing the business for efficiency and competitiveness. Developed a new business and investment strategy, redesigned the organizational structure, and prioritized initiatives that would streamline operations and boost agility.

Results:

Implemented a new business model that improved operating margins and increased competitiveness against emerging players
Enhanced IBM Technology Services’ market position, enabling sustainable and profitable growth
Strengthened IBM’s ability to adapt to industry shifts, ensuring long-term relevance and market leadership

Growing Revenue 9X Faster

Challenge:
IBM’s consulting marketing team faced rising costs, siloed teams, and slow pipeline growth in strategic segments. Teams were frustrated by inefficiency and resources were being stretched thin without clear results.

Actions:
Partnered with the CMO to devise a plan that streamlined headcount, implemented a new management system, and reallocated budget towards high-growth opportunities. With outcomes-focused success metrics, I advised leadership on ongoing strategy and tactics, ensuring focus on revenue-driving activities.

Results:

Achieved revenue growth 9X faster in key strategic segments, securing $1B in new contracts and driving 16% growth in mobile revenue
Reduced annual resource expenses by 5% through enhanced operational efficiency
Strengthened team alignment across global markets, accelerating momentum

Improving Marketing Effectiveness and ROI

Challenge:
eBay’s marketing organization was hampered by rising costs, inefficiency, and process bottlenecks. Campaigns moved slowly, budgets were stretched, and teams were stuck in red tape and unclear priorities. This limited eBay’s ability to scale and compete in a fast moving market.

Actions:
Established an internal agency from scratch, defining new roles, responsibilities, and ways of working. Led change management efforts to align teams, clarify swim lanes, and streamline creative development, reducing reliance on external vendors and accelerating delivery.

Results:

Reduced creative production costs and shortened project timelines by an average of two weeks
Improved campaign agility and content quality
Freed teams to focus on high impact work, boosting morale and efficiency

Growing the Business with Strategic Investments

Challenge:
IBM saw high potential opportunities going unrealized due to a lack of clear investment focus. Leadership teams were hesitant to act without strong business cases, resulting in missed revenue and slow market response.

Actions:
Consulted with executive teams and developed robust business cases for new investments and market expansion. Influenced stakeholders across functions and geographies, often without formal authority, to secure buy-in and drive execution.

Results:

Unlocked $1B+ in new market revenue in China
Captured $340M+ in new revenue in Europe and $230M+ in Latin America
Enabled IBM to strengthen its competitive position and drive sustainable growth across global high potential markets

Repositioning for Market Expansion

Challenge:
An established design consultancy was losing ground to newer competitors and struggling to break into higher value client segments. Their messaging wasn’t resonating with decision makers, leading to stagnant growth and missed opportunities in the markets they most wanted to serve.

Actions:
Partnered with the leadership team to overhaul brand positioning and messaging, using market research and client interviews to uncover what truly mattered to target buyers. Developed a new corporate narrative and created sales enablement assets tailored to the needs of enterprise clients.

Results:

Opened doors to new, higher-value client segments, expanding agency reach and revenue potential
Improved win rates and shortened sales cycles, accelerating business growth and efficiency
Leadership reported increased confidence in business development, reflecting stronger agency positioning and momentum

Winning New Buyers

Challenge:
A healthcare SaaS client wanted to expand into new verticals, but was unsure how to position its platform and communicate value to unfamiliar buyers. The existing brand value proposition and portfolio architecture confused prospects, resulting in slow adoption and underwhelming pipeline growth.

Actions:
Advised the executive team on a targeted go-to-market strategy, revised the brand value proposition, and realigned the portfolio architecture and messaging to match the customer buying journey. Used buyer psychology insights to address objections and build trust with new segments.

Results:

Improved marketing ROI and sales team efficiency, enabling more cost effective customer acquisition and higher win rates
Empowered leadership with a repeatable, data-driven framework for future market expansion and strategic growth
Accelerated adoption and trust among healthcare buyers by demonstrating measurable outcomes