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SERVICES

Griffin Marketing Consulting specializes in providing strategic marketing leadership, plans & strategies, specific go-to-market solutions, and tactical marketing projects to tech companies looking to Get Big Fast.

 

For start-ups we can act as your fractional CMO, a tactical product launch marketer, product manager, and more.  For mid-size and large companies we can work alongside existing teams or operate independently to provide the specific marketing solution or project you need.

 

We can also bridge your hiring gaps by augmenting your team in an acting- or interim- capacity for several months.  Multiple companies have successfully engaged us to keep work going in the several month period between a staff departure and new hire date. 

 

With expertise in both consumer marketing and B2B marketing, we will work quickly with you to assess your needs and determine engagement feasibility.

Scroll below to read some sample Griffin Marketing Consulting engagements.

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Brand Strategy

INTERIM VP MARKETING / INTERIM CMO

Filling a marketing leadership role but don't want the ball dropped?  Need the marketing team managed while you hire for the future?  We can help.

Sherman Griffin can act as your Interim VP Marketing or Interim CMO.  A broad based marketer with experience across all dimensions, Sherman can jump in and help manage your marketing team while you hire for the long-term.  Generally a three-four month engagement, hiring Sherman as your interim marketing lead means programs can continue, your team can keep operating at peak levels, and you can meet your business goals.    You'll be free from day to day management of the marketing lead's direct reports, allowing you to do your day job and make a winning permanent hire.

PRODUCT MARKETING & GO-TO-MARKET

Our expertise and customer-focused approach provides strategies, projects, and executions rooted in what the customer wants.   We love to get our hands dirty and provide you with customer facing content and materials:

  • Product positioning and messaging

  • Customer and segment identification

  • Go-To-Market (GTM) plans

  • Product research plan, setup, creation, and coordination

  • Product launches and readiness

  • Partner and affiliate marketing

  • Channel strategy

  • Content & Resources development: Case Studies, White Papers, Flyers, Thought Leadership, Collateral

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Teamwork

PROJECT EXECUTION, MARKETING COMMUNICATIONS & SALES TEAM SUPPORT

Getting Big Fast means getting stuff done.  There’s a time for planning, and the rest of the time for executing.  We help get the details out the door and working for you:

  • Advertising planning & execution, including ATL (TV, Print, OOH) & BTL (Display, Social, Email)

  • Production management

  • Events and trade show planning and execution

  • Communications strategy

  • Direct mail

  • Lead generation, inbound, and outbound tactics

  • Sales & SDR toolkits including pitch decks, scripts, pain sheets, battle-cards, and more

PRODUCT MANAGEMENT

Crisp product requirements rooted in the right target customer are essential for getting the product team aligned and moving together. We can help with:

  • Product definition

  • Product requirements documents

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Business People Having Fun

STRATEGIC MARKETING & PLANNING

We partner with you to work from the C-Suite to the individual contributor level and provide hands-on advice and plans, including:

  • Business and product assessment

  • Annual marketing plans

  • Budgeting and forecasting

THE GMC NETWORK

Part of getting stuff done is finding the right people to get it done, quickly.  Need a graphic designer, a writer, an SEO expert, or a PR firm?  Our GMC Network of resources can be tapped to assist your team at any point during an engagement.  This network of highly trusted and expertly skilled specialists can unblock and deliver what you need on-time and on-budget.

SAMPLE ENGAGEMENTS

Consumer Software & Subscription Service: Product Requirements Definition

For this client Sherman Griffin engaged in a three month project to define product requirements and then launch a new digital software & service offering.  Sherman co-located in the company's Seattle office for approximately 10-15 hours per week, working directly with the start-up's small product & engineering team.  His primary goal was to define and articulate product requirement requirements.  First conducting product research through qualitative outbound research into existing and prospective customers, Sherman identified product needs and what customers wanted.  Working with the engineering and product teams, he mapped customer needs into technical capabilities and defined the features needed for the product.  Delivering a Business Requirements Document (BRD) and an aligned team, the client was then able to successfully build and launch their consumer product and service offering.

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SaaS Enterprise Solution & Services: Packaging and Pricing

For this client Sherman Griffin engaged to re-define the company's solution offering.  A SaaS start-up, the company has an offering targeting mid-market to large enterprises.  In a competitive space with sizeable demand, a rapidly growing product,  the offering needed to evolve to a more scalable solution.  With the goals of driving increased revenue, increased resource efficiency, and internal alignment, Sherman defined new tiered packages and rolled them out.  To do this, Sherman conducted primary qualitative research, defined the offering, and engaged with internal and external teams to roll it out at the company's upcoming Sales Kick Off (SKO).  The client was located in multiple US locations and the engagement was conducted virtually using collaborative tools including Zoom, Box, and Google docs.

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