Situation Having established Revenew as a leader in channel marketing automation within the audio and video industry, it was important to leverage and scale this model into other adjacent industries. In my judgment, the next logical industry to focus on was consumer mobile electronics. While smaller than other industries, there was significant synergy with the audio industry since the manufacturer and dealer business models were very similar and often overlapped. I felt that expanding into completely new industries would take too long given our limited resources.
Leadership Having researched and developed a deep understanding of the industry it was important to clearly size and forecast both the true revenue opportunity and the internal resource requirements. Additionally, having secured relationships with an industry-leading manufacturer and key industry influencers (a buying group President and association executive board members) enabled me to gather quantifiable data and gain deeper access to validate channel marketing needs and pain points.
Results Within 12 months of initially researching the industry, I effectively led the charge at Revenew to firmly establish a broad client base of industry leading manufacturers, secured the leading association and buying group, and engaged with over a thousand independent retailers. I ensured that consumer marketing campaigns were created and launched nationally in record time, endorsement and financial support were provided by leading industry manufacturers and influencers, and unprecedented access was given to me at board meetings and national member conferences to launch Revenew’s platform. This hyper-accelerated growth firmly established Revenew as the marketing automation brand with industry executives as a unique marketing solution that provides transparency to channel marketing analytics and fund utilization. Furthermore, the business and sales model used for engaging the Mobile Electronics industry became a foundational sales model for Revenew as it could be replicated for other adjoining industries.