MARCH - 2023MARTECHOUTLOOK.COM19Fostering alignment between sales and marketing, building process and automation into the sales cycle, and reporting out on Marketing Influenced Revenue, MDCo teaches their clients how to use HubSpot to work for them across sales, marketing, service, and operations while eliminating multiple ad hoc tools that don't provide any valuable data or insights back to the teams.MDCo is also frequently sought-after for project-based work, especially when clients decide to invest in their company's brand, website, offer, product, or service positioning, or content/SEO strategy. They collaborate closely with the sales and service teams to build a demand-generation engine that drives business growth and repeatable success. What's more impressive is MDCo dedicates significant efforts to solution, service, and product, and practice development. They help clients differentiate their service delivery capabilities from traditional manufacturer products including assisting in product, service, and offer development programs, strategies, and processes for their technology clients. Their clients benefit from this integrated approach, leading to enhanced lead generation, improved conversion rates, and increased revenue.A Unique Framework: 6 Ps of ProgressMDCo distinguishes themselves through the implementation of its unique framework, the 6Ps of People, Process, Platform, Prospecting, Plan, Pipeline. This framework serves as a roadmap for MDCo's consultants to ensure that their clients have the key pillars of their business aligned and thriving with the right mix of focus and accountability on each domain.At the outset of each new project, consultation, or annual strategy engagement, the company conducts workshops to gain a deep understanding of the client's business objectives, competitors, and existing challenges. Collaborating with senior leaders and middle management, MDCo identifies operational gaps and key focal points within their organization. Kara explains their consultative-approach; "every engagement we start begins with an executive-level workshop to get the baseline for where the company is, what challenges they have, and how they present themselves in the market. Often-times the needs and wants at the executive level are different from stakeholder to stakeholder and the third-party industry credibility enables us to be the facilitator of the true vision and roadmap to success for the client." Drawing from this knowledge, it formulates a comprehensive strategy that aligns the sales, marketing, operations, and services teams while identifying the appropriate platforms to support execution. This includes developing tailored plans for each team to facilitate the achievement of the client's overarching business goals, such as revenue growth and profitability. Subsequently, a personalized go-to-market strategy is crafted.Once the go-to-market strategy is defined and approved as the plan for the sales and marketing team, MDCo's team orchestrates its implementation through a coordinated approach. This entails consulting, coaching, and management of team members, building or refining the team's processes, training on platforms and tools, and then executing targeted client campaigns, content, events, media, and messages promoted through various tactics and inbound and outbound channels. Throughout this process, MDCo ensures the client's brand message remains compelling and resonates with the intended target audience, customer profile, and more importantly buyer persona. By adhering to this framework, MDCo delivers their clients a tiger team complete with the right consultant to oversee the client plans, strategists to support key initiatives, and specialists to help teach, coach, and do the necessary work. With a dedicated account owner, MDCo clients have one person to go to for questions, status, or request but they get an average of 7-10 sales, marketing, and leadership skill sets rounding out their internal teams for a fraction of what it would take to hire, manage, and teach for each individual role as a full time employee.MDCo's Services in ActionMDCo played a key role in helping Compugen Systems Inc. (CSI), a US service delivery company, establish and launch their brand before the pandemic and continues to support their sales and marketing efforts building a marketing-lead, sales-enabled growth strategy.CSI wanted to build strong differentiation in the marketplace, not only as a technology provider but as a strong service delivery arm. Recognizing the need, MDCo offered a methodology and approach to move through a brand pyramid; storyboarding, conceptualization, taglines, color schemes, messaging, a website launch, and more. Compugen used this framework to build its brand on the foundation of its new MDCo distinguishes themselves through the implementation of its unique framework, the 6Ps of People, Process, Platform, Prospecting, Plan, Pipeline
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