The challenge
Corely sold into a market where three competitors all said the same three things. Buyers could not tell them apart, so they defaulted to the cheapest quote.
Everything of substance the company knew sat behind a lead-gen form, which meant nobody encountered it until they were already in a sales conversation.
What we did
We made the expertise public and let it do the selling:
Open research — the benchmark report published in full, no form, with the data set attached.Executive voice — a founder newsletter with a real argument in every issue rather than a roundup.Earned coverage — the research pitched to trade press, generating citations competitors could not buy.Sales enablement — the same material cut into assets the team could send mid-deal.
