With a disruptive product relevant to many markets, Arbutus medical was overwhelmed with potential. Although market research had uncovered numerous channel-specific market opportunities, it wasn’t clear which ones should be explored and how to proceed. Arbutus needed immediate help to:
- Narrow focus on the most promising market segments;
- Enhance consumer demand to spark more channel partner sales;
- Improve internal marketing literacy;
- Create and deploy an effective marketing plan;
- Expand their internal marketing team with the highest-impact roles and functions—including training.