Elevating media sellers beyond the “order taker” mindset.
Case Study: A Five-Month Go-To-Market Transformation
Challenge
One of the world’s largest broadcast companies needed to unify its newly integrated national sales teams, networks, and digital assets into a single, cohesive advertising solutions organization. The company lacked a unified value proposition, consistent brand expression, and an optimized go-to-market framework to successfully position its advanced OTT/CTV, influencer, and audience-optimization products against established market competitors. Furthermore, they faced an aggressive, immovable timeline to debut this unified brand at the upcoming Consumer Electronics Show (CES).
Path
The goal was clear: enhance market presence, lower barriers for sellers, and build greater visibility with partners. To achieve this, I developed a rigorous, five-month marketing and product roadmap designed to build internal consensus and execute a high-impact market reveal. I started by defining the brand architecture, aligning the core OTT/CTV solution, influencer network, and multi-platform tools under a single, premium narrative. From there, I established operational readiness by designing step-by-step workflows and pricing models to guarantee seamless order-to-invoice execution across local and national teams.
Deliverables
Operational Structure Optimization: Before any creative or strategic work could begin, I first refined and streamlined the internal operational structure. This foundational alignment eliminated inefficiencies, improved cross-team collaboration, and created the necessary conditions for successful delivery of the full scope of work.
Strategic Go-to-Market Playbook: Developed a comprehensive GTM blueprint covering product positioning, target market segments, and success metrics to guide the overall launch and sales strategy.
Definitive Brand Expression Guide: Created a detailed Brand Expression Guide that served as the authoritative reference for visual and verbal identity. It included standards for language, tone, messaging, logo applications, and usage across print, web, social, and video channels.
Sales Collateral Framework: Built a robust, modular sales collateral system featuring custom wireframes, industry-specific one-sheets, and reusable case study templates designed for consistent, high-impact client and partner presentations.
Digital & Video Assets: Delivered full wireframes and copy for a dedicated online microsite, a 60–90 second promotional video vignette, and a suite of social media activation templates to support multi-channel campaigns.
Sales Enablement Tools: Provided practical sales support materials including detailed product FAQs, short-form video scripts, and a gamified seller grading and incentive system to drive adoption and performance.
Results
The engagement successfully unified disparate regional, digital, and network sales divisions into a single, highly competitive ad sales powerhouse with clear enterprise positioning. Advanced digital offerings were effectively productized, equipping sellers to handle premium data-driven campaigns and immediate political season demand with zero friction.
The unified brand launched flawlessly on schedule at CES, supported by hard-hitting thought leadership pieces, a targeted OTT/CTV ad campaign, and a highly exclusive VIP buyer event. Finalized marketing and graphic guidelines were delivered within 30 days post-launch, ensuring perfect operational continuity and standalone internal maintenance.
The Prerequisite for Growth:
Fixing the Foundation Before Scaling
Before I could launch a high-impact market narrative or equip the sales team to drive net-new revenue, I first had to address a critical operational roadblock: the back-end systems simply could not support scale.
If marketing had successfully generated massive demand, or if sales had dramatically increased close rates, the fragile fulfillment processes would have quickly collapsed under the added volume. It is impossible to scale revenue on a foundation of manual data entry and fragmented communications. I helped the client recognize this reality and aligned stakeholders on the need to stabilize core operations before accelerating growth. By fully deconstructing the legacy processes and designing a robust, automated hub-and-spoke architecture, I eliminated operational friction with strong support from the President, M&A teams, operations, and sales.
Before
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Chaos: Fragmented and Manual
When I assessed the legacy operations, I uncovered a deeply fractured and inefficient system that actively hindered scalability.
Fragmented Workflows: The daily process relied heavily on disjointed communication and manual data entry. Workflows included steps literally labeled “Copy and Paste,” alongside rigid, manual instructions dictating that staff “Must Slack ops to let them know order was entered into Dynamics.”
Fragile Workarounds: Critical campaign and client data was managed through precarious workarounds, remaining heavily dependent on a manually parsed Excel workbook internally referred to as the “Client Bible.”
Disconnected Tech Stack: The infrastructure was sprawling and disconnected. This forced teams to constantly context-switch and navigate a maze of various CRM platforms, an array of ticketing systems, and multiple isolated endpoints for invoicing and accounting.
After
Click diagram to enlarge.
Streamlined: Centralized and Automated
I deconstructed the legacy chaos, replacing it with a centralized, hub-and-spoke architecture designed to drive scalable growth.
A Single Source of Truth: I established a centralized order management system, acting as the definitive “Order System of Record.”
Unified Ingestion: Rather than allowing orders to come in through scattered CRM paths, I worked with the teams to integrate front-end communication by funneling Outlook, Zendesk, SweetHawk, and Slack into a unified intake process.
Automated Delivery: I proved that they must eliminate manual “copy and paste” labor. By building integrated hooks into the delivery systems, seamlessly pushing data to platforms like Google Ad Manager and Beeswax, transformed the ability to scale.
Frictionless Finance: With ops and the leadership team, we were able to streamline the back-end operations by routing business intelligence and campaign performance reporting through Looker, while establishing a clean connection to Microsoft Dynamics for accounting and invoicing systems.
Brand Exploration and Logo Creation
As part of a comprehensive brand strategy engagement, I led extensive creative exploration for a new identity in the media and technology sector. The objective was to develop a distinctive, modern mark that signaled innovation, clarity, and premium positioning.
Through mood boards, symbol research, typography studies, and visual language audits, I developed and refined multiple directions. The Vega concept shown here features a bold, geometric “V” paired with a dynamic four-pointed star, rendered in a clean, luminous palette with subtle gradients and a glowing effect to convey forward momentum and precision.
While this particular direction was not selected as the final mark, it exemplifies the high-level creative exploration and strategic design thinking I bring to branding projects. Concepts like this informed the broader visual identity system ultimately delivered for the client under NDA.
Advertising Collateral
To execute the new brand architecture, I designed a premium suite of sales collateral including the Vega Advertising brochure with a more editorial look and feel. This elevated design immediately established market authority while making their complex media offerings feel clear and approachable.
Strategic messaging directly addressed buyer concerns (“You don’t need to abandon your linear strategy just to buy digital”) and focused on business outcomes: lifting brands and increasing sales by reaching cord-cutters and extending linear’s reach across entertainment, sports, lifestyle, and news.
Each deliverable includes a section that highlights critical metrics to prove the enterprise scale. This editorial-style collateral is designed to encourage the sales team adopt a more consultative approach with confidence and clarity.
From Commodity to Consultant: Elevating the Sales Narrative
To transition the sales team from pushing commoditized ad spots to executing high-level consultative selling, I designed collateral decks that fundamentally repositioned the conversation around strategy, data, and measurable business outcomes.
I elevated the dialogue by grounding pitches in enduring advertising principles: ROI, reach, and frequency, while simultaneously positioning Vega as a premium national partner with a footprint across 100% of the USA.
To move sellers past basic demographics, I introduced the consultative hook: “Why target people, when you can target potential?” This equipped them to speak to deep insights from over 130 million monthly active users.
Each slide is designed to be modular and easy to update, allowing sellers to work autonomously without needing day-to-day marketing support. It also empowers sellers to integrate a series of pre-written and designed case studies specific to primary vertical categories.
