Surfaced a wider problem set and the highest-fit industries for Artwork Flow.

The founding team at Artwork Flow required dedicated and experienced boots on the ground in North America to target and get into the room with ideal buyers. In an effort to refine a U.S. go-to-market strategy, Artwork Flow was challenged to find sales talent specialized in validating B2B markets, as well as proven success driving outbound results within the enterprise. It was critical to design and build a GTM/sales playbook that allowed for repeatable lead generation and deeper, more effective client discovery.

Within the span of one quarter, JJELLYFISH deployed its team to conduct a comprehensive Customer Discovery. In that short period, JJELLYFISH developed and executed (i) a repeatable outbound strategy proven to generate meetings with senior Marketing executives, and (ii) a discovery exercise to collect buyer evidence and generate insight to inform Artwork Flow's expansion decisions.

Additionally, during this time, four commercial assumptions were tested to verify their best-fit customer segment and the corresponding value proposition. The outbound conversion rates (i.e. likelihood to generate interest from the market and net meetings) were measured closely to predict the viability of future Lead Generation success.

Not only was the JJELLYFISH team successful in generating mindshare with senior Marketing leaders (including C-suite) in North America, but they were able to uncover insights that the Artwork Flow team had not previously considered. The team was able to surface a wider range of relevant problems Artwork Flow can solve than initially anticipated. At 10k feet, those included content and system orchestration across teams and technology further upstream (i.e. in the enterprise). Additionally, response rates and customer evidence verified a correlation between (a) the unmet needs Artwork Flow is positioned to solve and (b) organizations within the Wine & Spirits and Cosmetics industries, with a specific employee size range and larger product portfolios (as measured by SKUs). The project allowed Artwork Flow to confidently focus its limited resources on the most relevant and discoverable buyer profile with success.

Beyond conducting discovery meetings with executives, 45% of the initial conversations were advanced! Given the success of the conversations held, Artwork Flow has now scaled, implemented, and trained their team on many of the sales tactics deployed by the JJELLYFISH team.