Archive for January, 2005
MAP ROI Systems, Inc.
(Now Synchris, Inc.)
Emerging leader in government business development and capture management solutions.
MAP ROI is a Sterling, Virginia-based company that has developed G-Force, the first end-to-end system for identifying, qualifying, proposing and managing Government business.
I was introduced to MAP ROI’s founder and CEO, Christopher Stahl, by
one of his key advisors, a very senior public relations executive in the
mid-Atlantic region. At the time this self-funded company was considering hiring
a Vice President of Marketing, but the advisor recommended Mr. Stahl discuss the
Virtual VP of Marketing concept with London, Ink.
Upon meeting with Mr. Stahl, it was apparent that MAP ROI needed help prioritizing and executing some of the key marketing initiatives that had been lagging.
The initial priorities were to:
- Determine the company’s ideal go-to-market positioning and messaging;
- Incorporate the positioning/messaging in the company’s first corporate Web site;
- Develop sales support materials that reflected the company’s value proposition and key benefits; and
- Perhaps most importantly, reduce the CEO’s day-to-day involvement in marketing planning and execution.
London, Ink first designed the company’s first corporate Web site and sales literature, including entirely new messaging that delivered the company’s value proposition and key benefits.
Based on the success of these projects, Bob London was then retained as Virtual VP of Marketing to lead the company’s key marketing initiatives, manage its existing staff and drive day to day progress on all branding, partner marketing and infrastructure such as the sales and lead generation process.
Leading provider of managed Web hosting services for Fortune 2000 companies.
One of several national tier-one ISPs in early 1997 with annual sales of approximately $20 million, competing against larger firms such as UUNET, AT&T, Sprint, GTE, IBM & Exodus.
Digex became the leading provider of managed Web hosting services to Fortune 2000 and other web-reliant companies, including financial services and insurance firms, retailers, business-to-business firms and technology firms.
Joined as virtual VP of marketing to drive upgraded sales support, corporate identity & lead generation. Subsequently hired as FT VP of Marketing; built marketing department & developed new positioning in <45 days. Positioned Digex as the hosting company of choice for companies with high-investment Web businesses.
Digex had just gone public in late-1996 and was having trouble ramping up its marketing programs. After its first marketing executive didn’t work out, I was called in to serve as Virtual VP of Marketing to organize and lead execution of several key deliverables, starting with the company’s first corporate brochure and including successful direct mail initiatives for both its Web Site Management and Business Internet Connectivity divisions.
During initial six-week engagement created company’s first integrated marketing program.
Success led to full-time VP of Marketing position, in which I served for two-and-a-half years.
During that time, built the company’s first corporate marketing department and launched all key marketing infrastructure components.
Let do annual revenue growth in excess of 100% for 3 consecutive years. Digex became known for its expertise in managing Web sites, which became the high value, high margin sector of the hosting business. Subsequent IPO raised $175M and resulted in market cap of over $2B.