Why Andy Dé

Andy Dé’s Overarching Value Proposition as CMO / CSMO / Board and Company Advisor

Enable revenue growth 10-25%, improve MQL-to-Opportunity-to Win/Loss Conversion with 50-75% marketing influenced Sales Pipeline, and Brand Awareness to impact Market Valuation 15-25% by building a Purpose driven Brand in Healthcare and Life Sciences.

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Value Driver 1: Enable Revenue Growth 10-25% and the Life Time Value (LTV) of the Customer, thru a Competitive Marketing Strategy and differentiated, value-driven Product + Customer Marketing and Sales Enablement

VALUE DRIVER 1
Enable Revenue Growth 10-25% and the Life Time Value (LTV) of the Customer, thru a Competitive Marketing Strategy and differentiated, value-driven Product + Customer Marketing and Sales Enablement

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Market Sensing and Market Research to Penetrate New Market Spaces

Identify new market spaces that can be competitively addressed by your platform, solutions and services, with TAM ($) and SAM ($) and validate opportunity with industry analysts, customers and thought leaders prior to entry

Competitive Marketing Strategy to Grow Mind and Market Share

Identify the executive buyer and influencer personas with pain points and a “burning platform” that your platform, solutions and services can competitively address, based on VALUE meaningful for them and impacts their metrics, KPIs, their teams and their careers. Craft a pragmatic and budgeted Marketing Strategy and Execution Plan addressing Platform / Solutions / Services, Positioning and Messaging, Pricing and Packaging, Sales Channels and your Partner Ecosystem to drive revenue growth, pipeline and market valuation

Value-Based Positioning and Messaging to Differentiate and Win

Articulate your differentiated value proposition (platform, solutions, services, releases and roadmap) for your target buyer(s) and influencer(s) driven by measurable VALUE – NOT your feature/functionality

Value-Based Customer Success Proof Points to accelerate Deal Closure

Substantiate your positioning and messaging with customer success proof points and testimonials of the value delivered by your platform, solutions and services. Recognize customers thru Customer Advocacy and Awards.

New Product Introduction and New Product Launches aligned with Industry Best Practices

Support new product introduction from a product + customer marketing and sales enablement perspective and craft holistic, best practice new product launch plans with early adopter customers, from strategy to planning to execution to maximize awareness, revenue and pipeline impact.

Value-Based Consultative Selling against your Competition

Train, certify and enables your sellers to articulate the value from your platform, solutions and services with confidence using proven value based consultative selling best practices. Ensure that the demos delivered are aligned with your Value and showcase your Key Differentiators against the competition.

Strategic Deal Support to improve Win-Loss and Exceed Sales Targets

Support sales in transforming opportunities into closed sales with targeted value-based positioning and messaging, customer success stories and competitive differentiators, aligned with the Target Buyer’s needs and pain points.

Value Driver 2: Bolster Brand Awareness + Impact and increase Inbound MQA flow 15-30% thru Thought Leadership enabled Influencer (AR/PR) Initiatives and Social Media Amplification

VALUE DRIVER 2
Bolster Brand Awareness + Impact and increase Inbound MQA flow 15-30% thru Thought Leadership enabled Influencer (AR/PR) Initiatives and Social Media Amplification

Compelling Thought Leadership for Mindshare and Inbound MQLs

Articulate visionary and forward looking POVs aligned with your target buyers and influencers in Healthcare and Life Sciences, re: industry trends and challenges and how your customers have addressed them, to drive audience to your website and MQAs into your pipeline

Influence the Influencers who influence your Target Buyers

Proactively target key industry analysts from Gartner, KLAS Research and others with briefings and inquiries to ensure you are top of mind for your market space. Partner with your PR firm to craft compelling thought leadership for byline articles in leading healthcare pubs via earned media placement, as well as relevant press releases to drive audience to your website and MQAs into your pipeline

Social Media Amplification to bolster your Brand and Audience Engagement

Amplify your thought leadership, accomplishments, demand gen. campaigns and events via Linked-In and social media to bolster your brand awareness and reach with your target audience, and drive them to your website and MQAs into your pipeline

Value Driver 3: Increase Marketing Influenced Sales Pipeline to 30-50% of total, and improve MQA-to-Opportunity-to-Deal conversion, thru value-driven Integrated Digital + Account Based Marketing and Demand Generation

VALUE DRIVER 3
Increase Marketing Influenced Sales Pipeline to 50-75% of total, and improve MQA-to-Opportunity-to-Deal conversion, thru value-driven Integrated Digital + Account Based Marketing and Demand Generation

Integrate and Unify Demand Generation across Digital + Account Based Marketing, Events, Campaigns, A/R, PR and Social to improve Marketing influenced Sales Pipeline and ROMI

Unify and develop an integrated marketing approach to Demand Generation across Events, Digital and Account Based Marketing Campaigns, AR, PR and Social to improve MQL/MQA to Opportunity Conversion and Marketing Influenced Sales Pipeline while maximizing ROMI (return-on-marketing investment)

Balance Events investments with Digital + Account Based Marketing to improve the quality and flow of high quality MQLs/MQAs into the Opportunity Pipeline

Given the huge investment in events, balance these investments with multi-touch attribution enabled Digital and Account Based Marketing Campaigns (value webinars, podcasts/vodcasts and email),, SEO, Organic and Paid Search and Social Promotion to improve MQL-to-Opportunity conversion, and ensure a sustained flow of leads from digital + account based marketing to improve ROMI (Return on Marketing Investment).

Align your online presence and website with your Buyer’s Journey to maximize inbound quality MQL flow into the Sales Pipeline

Review your online presence and website to improve alignment with your target buyer’s journey to increase inbound leads/MQL flow into the sales pipeline and MQL-to-Opportunity conversion velocity

Manage in-house and/or outsourced Business Development Reps (BDRs) to qualify prospects and pre-schedule meetings for events and campaigns to improve MQL-to-Opportunity conversion

Hire, enable and manage in-house or outsourced Sales/ Business Development Reps (SDRs/BDRs) for cold calling into prospects and qualify them for the sales pipeline; pre-schedule meetings at events to maximize opportunities and ROI from your event investments.

Value Driver 4: Continuously improve Marketing Performance with Analytics driven Insights, from Strategy to Execution

VALUE DRIVER 4
Continuously improve Marketing Performance with Analytics driven Insights, from Strategy to Execution

Craft best practice metrics and KPIs to measure success aligned with company goals and objectives

Identify, align and craft best practice metrics and KPIs to measure success and impact with marketing, from strategy to execution, totally aligned with the company’s goals and objectives, with buy-in from CXO leadership

Monitor, measure, analyze and improve Marketing Performance thru actionable analytics and insights

Leverage AI and Analytics driven Insights to monitor, measure, analyze, and improve key metrics and KPIs and report these out to CXO decision makers

Continuously improve Marketing Performance and Impact

Adopt and embrace an Insights driven Lean-Six-Sigma mindset and process to continuously analyze and improve processes, campaigns, deliverables, productivity and performance

Value Driver 5: Embrace AI for higher Marketing Efficiency and Productivity and support AI innovation across your Business

VALUE DRIVER 5
Embrace AI for higher Marketing Efficiency and Productivity and support AI innovation across your Business

Deploy AI to improve Marketing Efficiency and Productivity

Identify areas (content, graphics, video production) which can be automated with AI and the best platforms/tools to accomplish these driven by based on value and ROI

Help Leadership identify processes / use cases for AI automation that will deliver value and ROI on your AI investments

Partner with CIO/CTO/CPO to identify the business processes and use cases which can be augmented/automated with AI to maximize Value and ROI from your AI investments

Strategically position and message your AI capabilities and use cases to differentiate your offerings from the Competition

Articulate your differentiated AI value proposition (platform, solutions, services) for your target buyer(s) and influencer(s) driven by the measurable VALUE delivered – NOT your technology/feature/functionality

Check out ‘The Ten Traits of successful Unicorn CMOs’ in the Forbes Council

Read Andy’s perspective on the Key Attributes of an Unicorn CMO in the AI era, published by the Forbes Council!