Align Your Product, Marketing and Sales Strategies in 90 Days or Less
What would happen if you could get help aligning your strategies?
You would stop wasting time and money.
You would deliver more value to customers.
Your revenue would increase.
You’d make more profit.
Recruiting and onboarding would be easier.
That and more is on the other side of a better and more aligned go-to-market strategy.
What is a go-to-market (GTM) strategy?
A GTM strategy outlines how your business will design and promote products and services. This includes defining your target audiences and truly understanding them, crafting compelling messaging, and optimizing your distribution channels. The United State of Brand Design (USBD) Framework is a guide for business leaders that uses brand strategy development to practically align product, marketing, and sales strategies.
What happens if you don’t align product, marketing, and sales strategies?
Without a doubt, you’ll waste opportunities, money, and time. I'm Christopher Cureton, a GTM strategy consultant. I’ve experienced the work that goes into developing products and building businesses. I’m passionate about helping business leaders unite their teams, build more aligned strategies, and take advantage of every opportunity they can to create and communicate more value.
Who is Christopher Cureton?
I am the Creator of The United State of Brand Design Framework and VP of Brand Design at Boltgroup.
I have nearly 20 years of experience working on the strategies of companies like Chick-fil-A, Lowe’s, and Microsoft.
Hundreds of business leaders have leveraged my experience to unite their teams and align their product, marketing and sales strategies.
Go-to-Market Impact
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Examples:
Global Leader of Maintenance and Repair Products: I led the team that grew the sales of the company’s leading brand by at least 25%; gaining market share critical to the endurance of the company
Global Financial Technology Provider: I led the foundational brand strategy development; the company went on to increase their revenue from $1.76B to $2.22B post engagement
Leading Golf Grip Manufacturer: I helped successfully build a bold but brand appropriate product launch strategy for an innovative product – a critical and defensive move to take back share from a challenger brand
Growing National Trailer Manufacturer: I designed the visual identity and key communications; helping kickstart a significant growth period for the company that led to a $35M facility expansion 3 years later
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Examples:
Growing Manufacturer of Electrical, Building Technology, and HVAC Products: I led a repositioning and brand relaunch that transformed the company from an electrical parts brand to a holding company connecting distributors and end users to market leading electrical, HVAC, and building technology brands; the increased value facilitated acquisition of the company 2 years later
Leading Home Improvement Retailer: I designed the logo for a now popular private label cleaning product brand
Leading Database Management Provider: I designed the visual identity and key communications; helping increase the value of the company, and facilitate its acquisition 2 years later
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Examples:
Pro-Preferred Tool Manufacturer: I led the development of a new messaging platform to relaunch a cordless power tool line. The platform and launch was so successful that the company adapted and applied it to the rest of their product lines
Leading Global Provider of Fishing Products: I led the identity refinement, and development of brand guidelines for market leading brands that had been acquired; clearly defining differentiation and creative direction for each brand, and paving the path for scalability and internal implementation
“During our time working together, Christopher consistently demonstrated a wonderful ability to adapt while driving an elevated approach to product development and nomenclature strategy making a significant impact on the end result. He was a true partner, and exuded patience and thoughtfulness. His approach was thorough, innovative, and highly effective with great attention to detail.”
- Audrey Rodriguez, Head of Global Brand Marketing, Golf Pride
Go-to-Market Skills
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Decades of experience that includes:
Brand Design Research
Brand Design Strategy
Identity System Design
Communications
And Complementary Skills:
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I have led dozens of successful creative efforts and deliverables produced by various teams that include: product design and marketing leaders, sales leaders, researchers, strategists, copywriters, creative directors, art directors, graphic designers, photographers, models, animators, videographers, UI/UX designers, digital developers, industrial designers, and engineers.
I also facilitate workshops that accelerate the progress of business initiatives by building buy-in and consensus among cross-functional team members.
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I have supported teams tasked with driving innovation at companies like Chick-fil-A and Golf Pride; facilitating workshops, leading conceptualization, and design for their continuous improvement.
“Chris is a great collaborator and creative thinker who understands the ins and outs of successful brand development and is skilled at helping his clients bring that strategy to market.”
- Hillary Cirillo, Global Brand Strategy Manager, Sealed Air
Go-to-Market Experience
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3A Composites
Alucobond
Abbott
Alinity
Acuity Brands
Aéropostale
Baxter
Spectrum IQ
Cato
Carnival
Beer Station
RedFrog Rum Bar
Chick-fil-A
Circle K
Sea Quest
Coats
EcoVerde
CRC Industries
CRC Brakleen
Crawford & Company
Diversey
Beer Clean
Dollar Tree
Sure Scents
Domtar
EarthChoice
Lynx
Xerox Paper
Eaton
Golf Pride
Jack Henry
Kroger
Harris Teeter
LeGrand
Lowe’s Home Improvement
Moxie
Style Selections
Microsoft
Azure
Lync
MPN / Microsoft Partner Network
MSN
Office
One Drive
Outlook
Surface
Windows
Morrison Supply / Morsco
Expressions Home Gallery
Muzak / Mood Media
Myers Industries
PlayCore
Pure Fishing
Abu Garcia
Berkley
Fenwick
Penn
Plano
Shakespeare
Ugly Stik
Solid Surface Care
Tesa Tape
Xylem
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Addison Whitney
Agdata
Aptevo Therapeutics
Biodesix
Birdsong Gregory
Boltgroup
Broad Green Pictures
Chung’s Foods
Elements International
Metabo HPT
NSI Industries
Olde Mecklenburg Brewery
Oransi
Pendopharm
Precidian Investments
SteelPoint
Summit Leadership Partners
Tedor Pharma
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Glovescaler
Little Burros
Taptivate
Wrap Buddies
“I had the opportunity of partnering with Christopher as a client for two major transformation programs. He possesses a unique blend of Customer Design Focus and Business Acumen. His design leadership helped our business to truly understand the Customer Experience and apply it to create a transformational Value Proposition.”
- Shane Hill, Director, Supply Chain Transformation, Chick-fil-A
The goal is to develop go-to-market strategies that increase revenue in the short term and increase profit in the long term.
