Leadership Excelleration is a female owned and operated business that, for over 25 years, has helped transform organizations by being an advisor, partner, coach, and facilitator for leadership programs, executive coaching, and organizational counseling. They provide the roadmap, mindsets, toolsets, and skillsets that aid in every aspect of their clients’ leadership transformations.
Despite a long history of success, Leadership Excelleration CEO, Diane Egbers, believed they needed help with marketing and branding. Says Egbers, “While our business is incredibly client focused, our marketing efforts were not. We serve a lot of markets, and we were struggling to find a crystal-clear way to talk about our company that would both capture the hearts and minds of prospects and keep the trust of current customers. We also had an exciting new offering, Leadership Hub LIVE, that we wanted help positioning and launching.”
Leadership Excelleration reached out to CMO-OnLoan for help.
Building Trust, Clarity, and Strategic Direction
Amy Connor, Founder and CEO of CMO-OnLoan shares, “Leadership Excelleration had a long-term position in the market and an incredible reputation with clients, but they were still not well known. They needed to tell their story to more people, more consistently.
“We helped them articulate their clear point of difference – what we call the Brand Promise and Secret Sauce. We helped them update their messaging so it would be consistent and cohesive across all of their platforms and the team’s talking points. They are all busy helping clients, so we developed a very simple marketing and sales plan that they could implement. We built a KPI tracker to measure results that were most important in driving business. We helped them with the messaging and launch plan for their new platform. And most importantly, we became a thinking partner for this smart and innovative group of women to help them have the most impact possible.”
Prioritizing What Matters with a Practical Approach
Beth Conger, Business Practice Leader and Executive Coach for Leadership Excelleration, says, “We are a small staff, and we all wear a lot of hats. When every minute is precious, you need to make sure your minutes matter. We had no shortage of ideas, but the beauty of CMO-OnLoan was their ability come in, work with us, think with us, and clearly help us prioritize – based on our target, our offering and our goals – the 5 most important things we need to focus on this quarter.”
Egbers adds, “CMO-OnLoan helped us get very deliberate about the marketing work we are doing. We now have confidence we are in the right channels doing the right things. We continue to meet monthly to stay on track and just think together. Amy is always good at seeing new opportunities and perspectives. She’s more than just a marketing expert; she cares for our entire business. And that fits so much with our values.”
Clear Messaging for New Offering
As Egbers and Conger look forward, they see the dramatic way leadership is changing. Says Egbers, “We are in a transformative time. Since COVID we’ve learned that human connection matters. Often remote or dispersed leaders are not getting development at all. And we are learning more and more that people don’t believe they have time or budgets to invest in Leadership Development as they have in the past. They want, at their fingertips but also within community, best in class content and materials that they can use in the office or remotely for teams and leaders. We are excited about the launch of Leadership Hub LIVE, which solves those problems. CMO-OnLoan was so helpful in helping us think through the positioning and value proposition for this new offering.
Learn more about Leadership Excelleration and Leadership Hub LIVE at https://lei-consulting.com/.