Enterprise & Tech Marketing
Your Go-to-Market Strategy is Guesswork. Your Revenue Shows It.
Your Go-to-Market Strategy is Guesswork. Your Revenue Shows It.
You need strategic marketing projects completed—partnerships activated, GTM strategy defined, market research that drives decisions. But hiring full-time strategists takes months and costs six figures. Get tailored expertise for specific outcomes instead.
THE PROBLEM
Your Team is Executing. But Who’s Doing the Strategic Thinking?
You have a marketing team that can execute tactics. What you’re missing:
Strategic Gaps That Cost You Revenue:
Partnerships & Alliances:
- Partnership programs exist but aren't driving pipeline
- Alliance relationships managed tactically, not strategically
- Co-marketing opportunities going unrealized
- Partner-sourced revenue underperforming expectations
Go-to-Market Strategy:
- Product launches without clear market positioning
- Sales and marketing misaligned on messaging and targets
- GTM plans that look good on paper but don't execute in reality
- New markets entered without proper research or strategy
Product & Market Research:
- Decisions made on assumptions instead of data
- Competitive intelligence scattered or nonexistent
- Customer insights not systematically captured or applied
- Market opportunities identified but not quantified
The Real Cost:
- Revenue opportunities missed because strategy is missing
- Team working hard on tactics that don't align with business goals
- Competitive position weakening while you figure things out
- Board/leadership losing confidence in marketing function
WHY THIS MATTERS NOW
Strategic Projects Need Strategic Thinkers
You’re stuck between two bad options:
Option 1: Hire Full-Time Strategic Roles
- 6-12 months to recruit senior strategists
- $150K-$250K per role (plus equity, benefits)
- Risk of bad hire that takes months to fix
- Overhead even when you don’t need full-time coverage
Option 2: Wing It With Your Current Team
- Tactical marketers making strategic decisions
- Critical projects done “good enough” instead of right
- Expensive mistakes from lack of strategic experience
- Slower time-to-market while team learns on the job
There’s a third option: Bring in strategic expertise for specific projects with defined outcomes. Get it done right, get it done fast, then move on.
HOW IT WORKS
Project-Based Strategic Marketing
We focus on four core areas:
Partnerships & Alliances
What we deliver:
- Partnership strategy and program design
- Alliance activation and co-marketing plans
- Partner-sourced pipeline development
- Program ROI measurement and optimization
Typical outcomes:
- Clear partnership strategy with measurable goals
- Activated programs driving qualified pipeline
- Optimized partner investments and resources
Microsoft Tech Partners? See our specialty services at The Partner Edge →
Go-to-Market Strategy
What we deliver:
- Product launch strategy and positioning
- Market entry planning and execution roadmaps
- Sales/marketing alignment frameworks
- Competitive differentiation strategy
Typical outcomes:
- Clear GTM strategy with execution timeline
- Aligned sales and marketing on messaging and tactics
- Successful product/market launches
Product & Market Research
What we deliver:
- Competitive intelligence and analysis
- Customer insight studies and synthesis
- Market sizing and opportunity assessment
- Voice of customer programs
Typical outcomes:
- Data-driven decisions instead of assumptions
- Clear market opportunities with revenue projections
- Competitive advantages identified and activated
Tailored Strategic Projects
What we deliver:
- Custom strategic marketing initiatives
- Cross-functional marketing leadership
- Complex project design and execution
- Strategic advisory for marketing leaders
Typical outcomes:
- Critical projects completed with strategic rigor
- Marketing capabilities built within your team
- Strategic decisions made with confidence
PROJECT ENGAGEMENT MODEL
Typical project duration: 6-12 weeks depending on scope
Phase 1: Strategic Assessment
(Week 1-2)
- Current state analysis
- Gap identification
- Success criteria definition
- Project scope and timeline
Phase 2: Strategic Design
(Week 2-4)
- Framework development
- Strategy documentation
- Stakeholder alignment
- Execution roadmap
Phase 3: Implementation Support
(Week 4+)
- Execution oversight
- Team coaching and guidance
- Progress measurement
- Optimization and iteration
SPECIAL OFFERING: MICROSOFT TECH PARTNERS
The Partner Edge – Specialty Services for Microsoft ISV Partners
As VP and founder of The Partner Edge, I specialize in helping Microsoft technology partners maximize their alliance value and accelerate growth through the Microsoft ecosystem.
Specialty services include:
- Microsoft incentive program optimization (MCI, ECIF, ACO, Azure Sponsorships, Marketplace Rewards, REO, CSP)
- Co-sell strategy and execution
- Microsoft Alliance Program management
- Partner development and enablement
- Marketplace strategy and optimization
If you’re a Microsoft ISV partner, visit ThePartnerEdge.com to learn how we help you turn your Microsoft alliance into a revenue engine.
PROOF & DE-RISKING
A Personal Note from JL
I’ve spent 16 years at Microsoft in Global Marketing and Enterprise Initiatives, plus work with 300+ clients across technology, professional services, and manufacturing.
Here’s what I’ve learned: Most companies don’t need another full-time strategist. They need strategic expertise for specific projects with defined outcomes.
The Enterprise & Tech Marketing model exists because:
- Strategic projects require strategic thinking (not tactical execution)
- Hiring takes too long and costs too much for project-based needs
- Your team needs expertise and coaching, not replacement
- Microsoft partners need specialized alliance knowledge most consultants don’t have
This works when:
- You have a specific strategic project that needs expert guidance
- You want outcomes, not hours
- You’re ready to move fast on critical initiatives
- You need someone who’s done this before (16 years at Microsoft + 300+ clients)
This doesn’t work when:
- You need ongoing tactical execution (hire team members)
- You want to “figure it out as we go” (we work from clear outcomes)
- You’re not ready to implement recommendations
- Your budget is under $15K (not enough for strategic project work)
If you have a strategic marketing project that’s mission-critical, let’s talk.
—JL
Frequently Asked Questions
How is this different from hiring a consultant?
We’re outcome-focused, not deliverable-focused. You’re not buying a deck—you’re buying strategic expertise that solves a specific problem with measurable results.
Can you work alongside our existing agency?
Yes. We do strategy, they do execution. Or we can help you evaluate/manage your agency relationships as part of the project.
Do you work on-site or remotely?
Primarily remote with optional on-site for kickoffs or critical milestones. Based in Richmond, VA with easy access to DC corridor.
What if the project scope changes?
We’ll reassess and adjust. Projects are scoped for outcomes, not rigid timelines. If scope expands, we’ll discuss options before proceeding.
Do you work with companies outside tech?
Yes. While we specialize in tech (especially Microsoft partners), we work with B2B companies in professional services, manufacturing, and other industries where strategic marketing drives growth.
What's the difference between this and Fractional CMO?
Fractional CMO is ongoing strategic leadership. Enterprise & Tech Marketing is project-based strategic expertise for specific outcomes. Choose Fractional if you need continuous leadership; choose this if you need specific projects completed.
Investment
Typical project investment ranges:
- Partnerships & Alliances: $15K-$35K
- Go-to-Market Strategy: $20K-$50K
- Market Research: $15K-$40K
- Custom Strategic Projects: $15K-$75K (scope-dependent)
What’s included:
- Strategic assessment and scoping
- Framework development and documentation
- Implementation roadmap and guidance
- Team coaching and knowledge transfer
- Progress measurement and optimization
Project timeline: 6-12 weeks typical
Microsoft Tech Partners: Visit ThePartnerEdge.com for specialized Microsoft alliance services