Competing with entrenched industry giants can be a monumental task. If anyone knows this all too well, it’s Casey Foss, Chief Marketing Officer at West Monroe, a technology and management consulting firm that competes with big consulting firms. Under Casey’s leadership, West Monroe’s marketing team takes a test-and-learn approach that allows them to be nimble, respond to changing market conditions and fail fast.
And the work is paying off. From 2016 to 2019, West Monroe outpaced the consulting market 3X on revenue growth. During this presentation, Casey will unveil the company’s path to revenue, which includes more focused efforts towards its target account list, thought-leadership content and a brand re-launch during the global health crisis. She will also share best practices on how small underdog companies can attract new customers and gain a place in the market by standing apart from legacy institutions.
Attend this session to learn how to:
- Marry brand and demand to take innovative approaches to thought leadership content, events and advertising;
- Develop a growth marketing mindset by leveraging predictive capabilities and intent data to increase marketing efficiency and expand share of market;
- Stretch dollars within refined market segmentation by leveraging account-based marketing; and
- Measure marketing’s impact on revenue by focusing on the metrics that matter to your leaders.