CRM & Marketing Automation Competitive Strategy

The Problem

The company made money implementing and customizing marketing automation platforms for enterprise clients. But the market was getting crowded. Margins were compressing. Clients could increasingly do basic configurations themselves. They needed to move upmarket and differentiate, but they weren't sure how. Leadership saw AI as part of the answer but had no strategy. Add AI to what? How? What customers would pay for it? What's the GTM? Without answers, they risked spinning on exploratory projects that didn't drive revenue.

What I Built

Conducted competitive analysis across the marketing automation services landscape to understand how others were positioning AI and where the white space actually was. Mapped their current service offerings and identified where AI could create real client value. Not just 'add AI because it's hot' but 'here's where clients are struggling, here's how AI solves it, here's the premium positioning.' Built a phased go-to-market strategy covering which AI services to launch first, how to price and position them differently from core services, a roadmap for capability building and team expansion, and how to package AI with existing services to defend against margin compression. Delivered a board-ready executive presentation showing a clear path to plugging revenue loss and unlocking growth.

The Impact

Leadership approved the strategy and began execution. It gave them conviction on which AI services to build first and how to differentiate in a crowded market. More importantly, it flipped the narrative from 'commoditization is eroding us' to 'we have a clear expansion strategy into higher-value AI services.'

My Role

Strategy consultant leading the student consulting team. Competitive analysis, market research, service offering assessment, GTM strategy development, executive presentation.

Built With

• Competitive intelligence and market research
• Service offering analysis
• GTM strategy frameworks