Challenge: Taking Over as Marketing Leader Just as Covid Set In

In January 2020, I stepped in as CMO of a public SaaS company facing multiple challenges: $8M in revenue, $38.8M market cap, and a fragmented product portfolio resulting from multiple acquisitions. The company lacked clear market positioning and operated with a marketing department of one—me.

Just as we prepared to launch an aggressive growth strategy leveraging our impressive enterprise client roster, COVID-19 hit. Our QSR clients faced unprecedented challenges—QSR traffic fell by 34% and a year later was still down almost 10%, plus consumer habits had changed. Not surprisingly, all marketing investments were frozen until we could understand the impact on our revenue and market behavior.

Strategy: A Two-Phase Approach

I developed a two-phase strategy:

1. Immediate Crisis Management: Stabilize the existing client base and position ourselves as a critical partner during COVID-19.

2. Growth Preparation: Build the foundation for aggressive scaling once market conditions improved.

The Solution: Protect the Base, Prepare for Growth

Phase 1: Crisis Response (Launched March 2020)

• Launched a strategic customer retention program, including fee suspensions for affected SMB clients

• Partnered with Pepsi to create an emergency resource portal with actionable guides for business adaptation

• Transformed our platform messaging to emphasize business continuity solutions

Phase 2: Strategic Growth (Launched December 2020)

• Built and led a high-performance marketing team

• Developed cohesive brand messaging that unified our product portfolio

• Executed a distinctive market awareness campaign to stand out against larger competitors

• Implemented a comprehensive demand-generation program

The Results: 62% Revenue Growth, 300% Value Growth

Within 12 months, we achieved:

• 62% revenue growth (from $8M to $13M)

• 300% increase in company value (from $38.8M to $122M)

• $5.5M new business pipeline

• 2,200+ marketing qualified leads

• 160 qualified demo requests

• 1,200+ sales meetings

Most importantly, we transformed a fragmented technology company into a cohesive, high-growth SaaS leader—all during one of the most challenging business environments in recent history.

Chuck's Take

My Personal Takeaway

When I reflect on this experience, three lessons stand out.

First, crisis creates opportunity for those willing to act decisively—while competitors retreated during COVID, we chose to invest in our customers and capabilities.

Second, successful growth requires both immediate tactical execution and long-term strategic vision; our two-phase approach allowed us to protect revenue while building a foundation for explosive growth.

Finally, I learned that true marketing leadership isn't just about driving metrics—it's about transforming organizations. Taking a fragmented company from $38.8M to $122M in value during a global pandemic proved that with the right strategy, team, and execution, even the most challenging circumstances can become catalysts for extraordinary results.