From market entrant to the franchise industry's leading provider
Over 5 years, oversaw MangoMap's entry and expansion into the franchising industry, winning hundreds of new clients like Anytime Fitness, UFC Gym, and Orangetheory.
Key Results
Hundreds of sales
Hundreds of closed-won sales over 5 years - taking company from entrant to one of the franchise industry's leading providers.
3× inbound
Tripled inbound lead flow and qualified pipeline in one quarter after deploying demand generation across LinkedIn and Facebook Ads.
New category
Repositioned as the leading “franchise sales & territory mapping platform” — client wins included UFC Gym, Orangetheory & Anytime Fitness.
Team built
Launched the product marketing playbook and built the outbound sales development team from scratch.
Seed funding for new product
Co-authored a successful seed funding application in the UK Government's highly competitive Innovation Smart Grant process for new product, Mapstack.
Role
VP of Marketing & Growth
5-year engagement · MangoMap
The Challenge
Build sales & marketing from a standing start
Mango is an online mapping tool with advanced location analytics functionality. They needed a versatile marketer to build and take full ownership of their sales & marketing functions.
This included a defined sales system for strong, predictable growth along with impactful messaging and marketing activity to support it — none of which they'd had before.
We also had to address problems with messaging, build out the funnel, be creative with automation technologies and develop all systems for the first time — a big challenge.
Implementing a comprehensive growth strategy — inbound & outbound
Creating effective messaging for new markets
Building all marketing & sales systems from scratch
Building out a team
Marketing automation and digital advertising
The Solution
Outbound sales + inbound marketing, built as one system
Contracted to work alongside the CEO to scope and implement outbound sales and inbound marketing systems and build a functioning team that would deliver consistent growth.
Phase 1
Category Creation & Key Messaging
Mango's core market was government and engineering firms. To scale, they needed more dynamic business-oriented markets — franchising was selected as an experiment after a handful of customers found the solution despite no marketing.
We undertook market and customer research, conducting interviews and advanced competitor analysis. Based on the research, we created a brand-new category focused on enabling franchise sales to differentiate from all other providers.
"Our franchise sales & territory mapping software helps franchise companies like F45 Training sell up to 35 territories per month."
Phase 2
Outbound Sales
We used the SPIN selling framework to build a sales process and mapped it to the chosen CRM, Pipedrive. Implementing the outbound system meant designing and deploying a full enterprise sales process — from lead generation to email templates & call scripts — scoping SDR & AE roles by making calls ourselves, and working with the Account Executive to develop the closing process.
After thorough testing, we hired the first SDR and Account Executive, then created all the required assets:
Phase 3
Inbound Marketing & Automation
Supporting the sales system, we developed the marketing infrastructure and onboarding messaging while refining the funnel and deploying automation technologies to drive scale.
We designed a content strategy and production system, deployed across paid social to drive demand in target verticals, with retargeting to nurture aware leads. Inbound lead flow tripled in the quarter following content launch — and held that level every quarter since.
Millions of hyper-targeted paid impressions built a growing reputation as the industry's leading choice for franchise brands across Australia, Singapore and the USA — with marketing and sales working in unison to drive awareness and warmer introductions.
A selection of brands we acquired
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