The client was a five year old, US-based
assembler and marketer of telecommunications test and control systems.
Although it pioneered the corporate end user market for non-intrusive,
"on-the-fly"desktop systems and held a patent protecting its
switch interface method, the firm had been unable to capitalize on its
During the six month period centered on the
initial public offering, TMI's principal functioned as senior
marketing officer for the client. In a cash-short environment and
without staff, the objectives were to create a high visibility
platform for the offering, structure a marketing program and support a
new VP Sales with corporate network management background but limited
- Developed and
implemented a trade press and investor publicity program,
including the IPO roadshow. (The IPO was a sellout, including the
- Designed and
implemented a lead generation program which in a 3 month period
produced a 400% increase in qualified end user leads, tripled
sales and resulted in the firm's first profitable quarter.
- Defined and
established a customer service function, identifying several
recurring product reliability problems for engineering. Instituted
monthly customer training classes, a proactive calling program and
factory installation of systems.
- Organized and
implemented the firm's first user groups, 4 trade shows and a
visit by the state governor.
marketing strategy and budget, competitive data bank, sales aids,
new product literature, field sales and distributor support