Results & case studies
Proof, not slideware.
A strategy deck gets applause. A playbook gets results. Here is the work that shipped — the situation, what I built, and what actually happened.
#1
Most downloaded eBook ever for Automation Anywhere
100+
Startups supported
9
Of those startups became unicorns
Automation Anywhere
RPA · Enterprise“An RPA Primer” — the most downloaded eBook ever
Situation. A category-defining automation platform needed to explain RPA to buyers who had never heard the acronym.
What I built. Wrote and drove the eBook campaign — top-of-funnel education, message architecture, partner solution briefs, and the sales enablement that carried it into deals.
Result. It became the most downloaded eBook ever for Automation Anywhere and the most successful campaign piece in the company’s history.
Workday
Enterprise SaaSThe CIO program: innovation is not an option
Situation. Workday needed CIO and IT personas to see the platform as a continuous-innovation engine, not a one-time purchase.
What I built. Co-created The Value of Continuous Innovation eBook — including the tagline “With Workday, innovation is not an option, it’s built in” — plus the CIO Message House, the Power to Adapt infographic, the CIO Power to Adapt video, and the CIO Insights enablement deck.
Result. A reusable CIO message architecture that sales and marketing could run without rebuilding the story every quarter.
Microsoft
Azure · D365Azure Data Box and the Lexmark CPQ story
Situation. Azure Data Box needed a security story buyers would trust, and the D365 CPQ team needed customer proof.
What I built. The Azure Data Box security white paper, the launch blog and product webpage, the customer advisory board deck, the NAB Show blog for Tad Brockway, and the Lexmark CPQ success story for D365.
Result. Thanked by the Microsoft D365 CX product marketing team, with accolades from colleagues across the Azure and D365 programs.
Cisco
Partner enablementCisco Cloud Builder — a seven-session partner curriculum
Situation. Cisco partners needed to sell and build cloud offerings, and the training had to work across a global channel.
What I built. Created and delivered the Cisco Cloud Builder sales and partner enablement training — session one of seven — plus the YES! Program service brief.
Result. A repeatable enablement curriculum the channel could run without re-creating it per region.
Dell / EMC
Technical marketingVblock for SAP — sales enablement that held up technically
Situation. Vblock needed to be sold into SAP environments, where the technical buyer will end the conversation if the details are wrong.
What I built. The UCS and SAP technical marketing white paper and the Vblock for SAP systems sales enablement session.
Result. Enablement that met the technical bar first and made the seller’s case second.
Startups & scale-ups
Nine unicornsA hundred startups, nine unicorns
Situation. Early and scaling companies needed product management, product marketing, and GTM execution long before they could justify a full team.
What I built. Product management and product owner guidance, launch plans, positioning, and the enablement materials that let a small team punch above its size.
Result. I’ve worked with over a hundred startups. Nine of them became unicorns.
How the work runs
Situation, action, result — and a clock.
Every engagement follows the same spine. We name the situation, decide what has to be true, build the sequence with owners and outputs, and read the market’s response in real time.
- Named and unnamed. Some client work sits under NDA. Tell me what you’d need to see and I’ll walk you through the relevant examples on the call.
- Numbers are Tom’s, not estimates. Nothing on this page is a rounded-up projection.
- Fillable templates. Message House, Battlecard, Persona Card, ROI Calculator, RACI, and Metrics Framework come with the work.
Client quotes
Approved testimonials go here.
Supply from Tom before publish.
The through-line
Every one of these was a play, not a poster.
Specific audience, specific mechanism, specific output, and a date it had to be done by.
Your turn
What would you like your next case study to say?
Thirty minutes. We find the leak in your launch or your flywheel and decide whether a playbook is the right fix.