Full Go-to-Market Launch for Mathison
Led the comprehensive rebranding and go-to-market strategy for Mathison's new HRIS Dashboard, leveraging targeted sales-enablement materials for a successful product launch, resulting in a 75% adoption rate within the first three months.
Overview
After significant market research, Mathison learned customers wanted access to more nuanced internal data in order to better guide their DEI and People Ops strategies. For this reason, Mathison developed a new product, the HRIS Dashboard. This would allow customers to integrate their HRIS software with Mathison’s platform, providing customers with real-time data through an inclusive lens.
This new product would replace the previous flagship product, self-service surveys, and fundamentally alter how customers used and interacted with the Mathison platform.
Strategy & Execution
Recognizing the transformative impact of this new product on our platform, I took a comprehensive approach to repositioning our brand and solution to better reflect our updated approach to solving our customers problems. This required crafting a cohesive narrativ:
Updating our value proposition and related messaging to reflect our new data-first approach.
Developing a new Security & Integrations Page, showcasing our HRIS platform integrations and our robust approach to data security and privacy.
Creating a How it Works Page to provide prospects with clear and concise information on how our platform products seamlessly integrate to meet their needs.
Content
In anticipation of the new product launch, I curated a suite of sales-enablement materials essential for ensuring a successful rollout.
“Getting Started Guide” for Customers: Comprehensive resource providing step-by-step instructions and best practices for onboarding customers.
One-Pager for Prospects: A succinct document outlining key features, benefits, and use cases of the HRIS Dashboard, equipping the Sales team with essential information.
Overview of Privacy and Security: Detailed overview highlighting the robust privacy and security measures implemented by Mathison Technologies, instilling confidence in prospects.
75% Adoption Rate
75% of customers adopted the new dashboard by integrating their HRIS platform within the first 3 months.
Launch Plan
To ensure a successful rollout, I adopted a segmented approach tailored to internal teams, existing customers, and future prospects:
Internal Teams: Conducted presentations and Q&A sessions in collaboration with the Product team to educate our internal team on the new product, align messaging, and provide access to sales-enablement materials.
Existing Customers: Collaborated closely with the Customer Success team to inform existing customers about platform changes, highlighting the benefits and support available to them.
Future Prospects: Executed targeted email campaigns, social media posts, and product release blogs to introduce our new data-first platform approach to prospective customers and our wider audience.
High-Level Results
100% Retention Rate
100% of customers continued to use the product after adopting it, with no dip in usage rates or time spent on platform.
Zero Support Tickets
Achieved seamless integration with zero support tickets generated post-adoption related to the integration process.