Fractional CMO revamped brand positioning, enablement content, and
Fractional CMO revamped positioning and sales enablement, hired permanent leader, enabling acquisition by ION Analytics.
Backstop Solutions
The Challenge
Backstop Solutions Group, a cloud-based productivity suite for institutional and alternative investors, aimed to expand its market presence and technological capabilities. However, before embarking on a significant growth phase, the company needed to revisit its brand strategy, positioning, sales story, and sales enablement content. To achieve this, Backstop hired John Leeman as a fractional CMO to guide the company through these strategic initiatives.
Our Approach
John Leeman led the revisitation of Backstop's brand strategy, refining its positioning and sales story. He also developed new sales enablement content direction to align with the new strategy. Once the foundation was established, Backstop hired a permanent marketing leader to execute the strategy.
The Impact
The strategic groundwork laid by John Leeman laid a pathway for a series of key acquisitions and ultimately a successful acquisition by ION Analytics, allowing Backstop to offer even more enhanced functionality and a high ROI to its clients, resulting in increased customer satisfaction and conversion to Backstop's platform. The strengthened brand positioning and expanded capabilities solidified Backstop's market leadership in the asset management sector.