Todd Ablowitz (Co-CEO, Infinicept) talks about struggling to explain what you do when you’re “a niche, within a niche, within a niche, within payments.” After seeing the new messaging, their CFO said, “We could’ve spent double, and it would have been worth it.” (PE firm: MissionOG)
Debbie Schultz (CEO, Totem) discusses the impact of working with PitchMaps – how it was “one of the best business decisions we’ve ever made” and that “ROI is out of the ballpark.”
Sanjay Shah (CEO, Vistex) talks about recasting their pitch after having grown to over 1,600 employees and 20+ years in the business. When the leadership team first saw their new message, “there was stunned silence ….” (PE firm: Accel-KKR)
So how do you find a better message?
It takes in-depth qualitative research, simple frameworks, and proven methodologies to find a more compelling go-to-market message for your company. That’s what we do at PitchMaps. It’s all we do. And we’re doing it for clients across the Americas and EMEA, ranging from lower middle-market B2B companies to Fortune 500s.
Here’s our three-step process:
Uncover Your Cause
It all starts with an executive strategy session, competitor message analysis, and stakeholder interviews. Throughout the Uncovery process, your PitchMaps team will be identifying the core qualities that set your organization apart. The result is a distinctive, customer-centric rally cry that gets to the heart of what you really stand for – your Cause.
Create Your Pitch
The PitchMap itself is based on your Cause and gives you grab-and-go messaging that can be used everywhere – from your homepage and selling conversations to internal strategic planning and meetings with investors. It’s all about taking your new go-to-market message and mapping it to your most critical customer touchpoints.
Prepare Your Launch
You get an action plan designed to help you align your organization around its Cause, get everyone on message, and get the message out to the marketplace. It includes multiple checklists with action items based on best practices and launch ideas that have worked well for other PitchMaps clients.
Reframe your messaging around your Cause, and you elevate the conversation from the solutions you offer … to the calling you serve
With you and your competitors saying so many of the same things, it’s hard to tell you apart.
When people you interact with every day – customers and employees alike – catch the vision for your Cause and can put it into words, they get more excited about telling your story. And this gives everyone else something more meaningful to remember you for. Sure, you still need to describe your company’s solutions and how they work. But framing them inside your Cause captures the real purpose and value of those solutions. It tells the world what makes you different. Competitors may try to mimic your service offerings or copy your technologies. But no one can copy your Cause.
“It’s not what you make (i.e., your products and services), it’s what you stand for.”
— Jim Collins, Author of Good to Great
Organizations driven by purpose and values outperformed their competitors by six to one.
— According to Jim Collins & Jerry Porras, authors of Built To Last
Organizations focused on improving people’s lives through their higher purpose [their Cause] grew 3X faster than their competitors.
— According to Millward Brown Optimor’s 10-year growth study of over 50,000 brands (in partnership with Jim Stengel “Grow”)
Salespeople driven by a sense of purpose wildly outperformed those driven by quotas.
— According to McLeod & More in a six-month study of top-performing salespeople
Well, for one thing, it’s time someone put as much specialist expertise, rigor, and creativity into things like a B2B sales message as ad agencies put into things like consumer ads and TV spots.
You need a specialist.
That’s why we’re a strategy consulting firm that only does one thing: we find your message. And we do it every day for clients with some of the most complex messaging challenges out there – in industries like financial services, high tech, manufacturing, and others. Many are companies that have been through M&A activity or other changes and are struggling to find a clear, unified message.
You need the rigor.
You can’t always come up with an effective sales message just by taking the executive team away for a weekend (or locking writers in a room to see what comes out). You’ve got to dig deeper and take a more rigorous, evidence-based approach to message development.
You need the creative multiplier.
Even in the B2B world, you’re still talking to a human. They laugh and cry at the same things that B2C consumers do. So, you’ve got to go for the heart as well as the head – otherwise you’ll just end up creating more noise in the marketplace. This is the “art” part of the art and science equation. And for us, it’s built on many years of collective advertising and branding experience.
A word from our clients
“Keep fixing my companies”
— Partner, Lower Middle-Market PE Firm
“Best marketing dollars we ever spent”
— CFO, Israeli Cybersecurity Startup
“It looks like you’ve been working at [our company] for 20 years to come up with these messages … it’s very impressive”
— CEO, PE-Backed Oil & Gas Pipeline Services Company
“There’s been an accelerated growth as a result of this new messaging”
— CEO, PE-Backed UK Software Company
“It’s great. It’s great. It’s great.”
— Divisional CEO, European Global 500 Company
“I think our new branding strategy is absolutely brilliant and will serve us well into the future”
— CEO, Fortune 500 Insurance Company
“It really was the best consulting I’ve ever had – by a wide margin”
— Chairman, Consulting Firm & Author, New York Times Business Best Seller
“You nailed the Cause … I believe it’s a good representation of all of our offerings under one umbrella. I specifically like the tagline …”
— EVP Client Services, PE-Backed National IT Services Company
“You really go for the cause … that’s a very different approach”
— CMO & Operating Principal, Leading Tech-Focused Private Equity Firm
“I love the clean messaging, all the way through – the purpose, the emotion … it’s outstanding”
— CEO, PE-Backed Nationwide Industrial Distributor
“Everyone loves it”
— Vice President, Fortune 200 Global Payments Technology Company
“It’s shortened the growth curve”
— CEO, Private Equity Backed Technology Company
“0.5X–1.5X” (Estimated impact on exit multiples)
— Managing Partner, Middle-Market Private Equity Firm
“This is just killer, guys – it’s absolutely killer. … It just takes it up to such a nice, simplified, relatable level. This really helps elevate the story.”
— CMO, Global Business Services Company
“You just sort of nail it”
— President, Healthcare Technology & Services Company
“Probably the best marketing investment I’ve ever made”
— CEO, Cloud Software Company
“I like the simplicity”
— CEO, PE-Backed International Legal Services Company
“I am thrilled with the direction of this and have had several palm-smacking ‘why didn’t I think of that’ moments”
— Founder & Principal, Healthcare Consulting & Training Firm
“PitchMaps [has] a tremendous knack for taking a complicated business story and turning it into a clear, easy-to-understand (and deliver) message that translates really well to both internal and external audiences”
— Marketing Director, Fortune 500 Financial Services Company
“Thank you for leading us to such a wonderful brand … and launch”
— CEO, Private Equity Backed B2B Software & Services Company
“Such great work”
— VP Corporate Marketing, Fortune 1000 Fintech Company
PitchMaps was founded in 2012 to help companies communicate their value more clearly. We’re based in Atlanta, but our clients are spread from San Francisco to New York to London, Zurich, Buenos Aires, Tel Aviv, Cape Town, and beyond.
“We weren’t supposed to be doing this”
This whole thing got started back when we had a creative services agency. We were supposed to be focusing on websites, brochures, ad campaigns, and the like. But, before we could even think about their marketing communications, we kept finding ourselves helping clients wrangle their core messaging and positioning.
Companies found our messaging engagements so valuable that they started hiring us to do just that. They recommended us to their friends. The word spread. And the rest is history. Before we knew it, we were a new company – a strategy consulting firm focused entirely on go-to-market messaging. (And one where all three founders happened to have the same last name.)
Ready to rethink the conversation you’re having with your market? We’d love to take a look at what you’re saying.
All you have to do is ask. +1 (404) 478-9840