Transforming Intellivy: Go-To-Market Audit and Turnaround

Intellivy is a MarTech spin-off from a major Amazon seller that generates double-digit millions in sales annually. Initially, Intellivy gained traction through cross-selling within the Amazon seller's tight-knit mastermind community. The team also secured a channel partnership with a digital community that catered to Intellivy's ideal customer profile. However, Intellivy's revenue was stuck in the $500-750K ARR range, and growth tactics like paid ads, search engine optimization, and social media were used ineffectively.

My task was to audit their go-to-market strategy, provide recommendations to accelerate revenue growth, and coach the Head of Marketing and Head of Sales during the implementation phase.

I conducted a thorough audit of their strategy, uncovering significant gaps and opportunities, including:

PPC Allocation: Found that their PPC spend was misallocated. Effective Google ad campaigns had been shut off, so I advised reactivating these campaigns to increase lead generation.

SEO Optimization: Discovered that the blog was on a subdomain, preventing the core domain from sharing domain authority with the blog, thus rendering their significant SEO efforts ineffective.

Onboarding Process: Identified that the onboarding process was overwhelming for new users due to excessive information and minimal product guidance. I recommended streamlining the onboarding experience for better user retention.

Infrastructure Improvements: Noted that their go-to-market infrastructure was inefficient, with website changes requiring a four-week turnaround through the technology team. I suggested restructuring this process for quicker iterations.

Based on these and other insights, I created an updated growth playbook for Intellivy.

I presented my findings to the Head of Marketing, Head of Sales, and the Founder/CEO. Through weekly coaching calls, I helped the team address the identified challenges and pursue the opportunities outlined in my growth playbook. As a result, Intellivy quickly improved their go-to-market strategy across the entire customer journey and got on track to achieve a seven-figure ARR.