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Driving Growth through Differentiation
Convergence Research was founded in 2007 by Drew Wildner and Steve Hartz. The Cincinnati-based company provides Credit Reporting Agencies (CRA’s) with accurate, timely research used for background check reports. To achieve its mission, Convergence Research developed and continue to enhance a comprehensive, scalable, high-quality process with best-in-class technology. They are a growing firm with what they believe is untapped potential. To support their efforts, in 2019, they set up a new sales team led by Kyle Warmouth, VP of Sales.
While Convergence Research’s offering is superior, it’s hard to differentiate in the industry. Warmouth quickly identified the need to develop a differentiated brand message and develop a consistent cadence of communication to support their sales efforts. Because Convergence didn’t have an internal marketing team, Warmouth knew he needed to find an external resource to help.
Warmouth reached out to Amy Connor, President and Owner of CMO-OnLoan to discuss the marketing needs based on his knowledge of the firm’s expertise. “CMO-OnLoan was able to propose a partnership that met our needs in terms of cost and deliverables. Instead of using a one-size-fits all approach, they worked within our budget to provide the help that meets our needs,” said Warmouth.
CMO-OnLoan broke up Convergence’s marketing needs into pieces and tackled them one at a time. In order to fully understand the Convergence business, CMO-OnLoan conducted an analysis of current plans, results, and processes, completed a competitive audit, and performed stakeholder interviews with company leadership, staff members, and customers.
CMO-OnLoan then determined short-term marketing needs including the development of key marketing messages, sharpening of Convergence’s unique brand positioning, and refreshing marketing materials including Convergence’s website.
CMO-OnLoan conducted a working session with the leadership team, shared findings of their research and together, determined Convergence’s unique value proposition.
CMO-OnLoan also led the process of refreshing Convergence’s website, from choosing an agency, editing copy, and then guiding the implementation. The new site not only represents, showcases, and supports the Convergence brand, but it serves as a sales tool.
Together with Warmouth, CMO-OnLoan created an integrated sales and marketing playbook. This is now the roadmap that Convergence uses to deliver its growth targets.
Now, CMO-OnLoan stays alongside Warmouth and the sales time to provide on-going marketing guidance. Convergence Co-Founder, Drew Wildner, says “CMO-OnLoan is a true partner, always willing to offer expertise and advice. They are responsive and talented collaborators. They approach the business holistically, starting from the top and bringing everything together to get results.”
“We were impressed with how much CMO-OnLoan delivered in a short period of time. They quickly gained an understanding of the business and rolled up their sleeves to get the work done with us. After working with CMO-OnLoan, our leading measures indicate that we are on the path to the growth plan and we have a clearly defined, strong, and consistent brand,” concluded Warmouth.
1. Integrated sales & marketing playbook
2. Clearly defined brand / Unique value proposition
3. Website refresh plan and implementation leadership
4. Ongoing marketing guidance CMO-OnLoan+Case+Study+-+Convergence+Research