Empowering marketing leaders.
Your ‘go-to-market’ (GTM) problem?
You are a technical founder and now CEO. You have built your team around you and have your MVP ready for the market. You have done the hard work and landed a sizeable seed round to fund the next stage of growth. In this stage, you will have x months of runway to prove that your product is indeed a market fit for key early adopter clients, with hopefully at least one being a large enough brand to attract the attention you need to make a splash and attract even more.
Sound familiar?
But is the market truly aware of you, your product and what you stand for? Who is giving you critical feedback on potential product tweaks and possible pivots? Is the market and those who influence it truly connected to you and your mission to change the world? Who owns getting to the bottom of all of this in your organization, and do they have the experience to ensure to accomplish all of this with the short runway you have ahead of you?
Your ‘scaling up’ problem?
Your early adopters seem to like the solution you’ve landed on based on some occasional feedback through your small but mighty, sales team of one (or a few, including you). You have convinced your investors, and perhaps some new ones, to fund a Series A round to help you scale up across the board. Now that you are embarking on the next critical phase, you notice that the initial roadmap of features your team dreamed up early on now seems to be taking a lot more time to tackle as change requests and bugs start to fill up the to-do lists. You think that sales should be repeatable, but as you bridge beyond the early adopters into the early majority and perhaps adjacent categories, you aren’t sure whether your pitch is landing the way it should. You need to start hiring more incredible team members across the board, but you are starting to see how a defined culture is so important to attract the best - especially when they can work remotely for anyone. As your sales team starts to grow, they all seem hungry for leads to follow up on, and there doesn’t seem to be enough to spread around.
Sound familiar?
Again, who owns all of this on your team and is leading it as you attempt to reach new aggressive sales growth numbers. During the scale up phases ahead that will repeat over and over with different challenges with each major annual sales or ARR milestones, you will need the leadership to proactively orchestrate your success rather than rely on hope that it will simply unfold. Will your marketing leadership have the ability to be mentored by those who’ve been there and done that before. You and your team have a lot of pressure on you to meet and exceed with the round you just received and with all of your competitors feeling the same pressure it’s not an environment that has much room for error.
Why the marketing accelerator program exists.
Unfortunately, there are too many cases where marketing leadership is added to the organization’s leadership mix much later than it ought to be. Baking in marketing into a company’s strategy, product design, sales approach, team culture etc., from day one, reduces rework across the board and de-risks it all by staying extremely close to the customer and the market in general.
At the same time, in our growing startup and agile non-profit ecosystem, finding experienced marketing leadership for your organization is not an easy task.
This is precisely why we started the Marketing Accelerator program. There are a number of marketers out there with tremendous raw talent and potential, and hopefully, you’ve found one of them. We want to coach and mentor them as they are fully soaked in your business, adding our experience, networks and potential ideas to their weekly to-do lists. We want to help them to be as effective and efficient with the resources that they have to work with, but we also want to start exposing them to the 10,000 and 100,000 ft. views of the business from a strategy perspective.
You need that marketing leader at the table to challenge the business from all angles, to be the market leader you know it can be. We couldn’t agree more.
What past cohort members are saying.
“Working with David through the [marketing] accelerator went a long way in bringing my work to an executive level. It pushed my boundaries as a professional, it improved my ability to take tough feedback, and it helped me identify, refine, and apply my greatest strengths.”
— Noah Tompkins, Potential Motors
“The Marketswell program helped me further grow and shape the various aspects of being a marketing leader. The biggest value was helping me focus energy on building a deeper and more intentional customer lifecycle process. From ever changing customer acquisition strategies to influence product roadmap, the program helped me deliver more confidently into our go to market plan.”
— Dan Dowling, Introhive
“The largest value of the program was having the 1:1 coaching. Over the span of the year it’s hard to even count all of the different challenges we had as the business scaled and being able to talk through the challenges with someone who understood and had been there was huge. It helped grow my confidence in navigating those situations. On the marketing side, it was fantastic to have someone else to go deep on particular strategies and tactics to challenge me creatively. Through the program I gained the skills to ask better questions to my team and help coach and challenge them.”
— Kathryn Cameron, Beauceron Security
“The Marketswell cohort program allowed me to gain insight outside my own organization which has been incredibly valuable. I have a hand in all departments at Fundmetric, so it really allowed me the time to focus on how we want to build out our marketing going forward. The support from the other cohort members and David in particular was a welcome reprieve form day to day challenges. I appreciated the flexibility David had in working with companies at all different stages, and his willingness to dig into the many different markets and audiences of the group.”
— Rachel Crosbie, Fundmetric
“As a long-time PR/Comms professional, I learned a lot from a product marketing and roadmapping perspective. I was able help influence and coach the management team in regards to really defining our product vision and developing a product roadmap. That coaching was a direct result of our ongoing sessions. I thought the master classes were super useful as well as the guest speakers.”
— Scott MacFadyen, Eigen Innovations
“I really enjoyed how this program allowed me to think outside the box and re-evaluate current marketing strategies. This new knowledge will allow me to continue to grow, not only professionally, but personally as well.”
— Sarah Arsenault, Naveco Power
“I want to send a great big thank you to David Alston, Jon McGinley, and the rest of the Marketswell Solutions team for including me in their latest Marketing Accelerator Cohort Program. The program recently wrapped after a whirlwind 10-month period which was chock-full of unique and invaluable experiences that genuinely helped me level up as a marketing professional, a manager, and a business leader. 2022 was an important year for me, personally and professionally, and my involvement in this program was one of the major highlights.”
— Rob Trites, resulta
“I’m so incredibly grateful for David Alston and Jon McGinley‘s mentorship as part of Marketswell ‘Marketing Accelerator’ cohort. The New Brunswick Teachers' Association has gained so much through this marketing leadership program in 2022 and I highly recommend this opportunity to colleagues who are looking to turbo-charge their marketing knowledge and skills in 2023!”
— Chantal Lafargue, NBTA
“This program puts marketers in front of two very seasoned B2B marketers. The ability for me to present an idea or a challenge I am facing in a 1-on-1 session and watch as David or Jon started to pick it apart by asking questions and reframing parts of the discussion was brilliant. We are a 1 person marketing team for now, so the more opportunity I have to speak marketing with smart people who understand our semi-unique business model, the better!”
— Kyle Holder, Atlantic Growth Solutions
“Participating as a 2020-2021 [Marketing] Accelerator cohort member has enabled me to grow professionally, expand my network, and gain skills and knowledge that I’ll carry with me for the duration of my career. Whether you’re in an entry-level position or a senior executive looking to drive growth, Marketswell’s [Marketing] Accelerator is a program that changes the way you think and delivers results. The Accelerator not only helps individuals identify and improve on their gap areas and weaknesses, but also provides tailored coaching to the unique needs of their organization. David’s decades of knowledge combined with his energy and passion make every coaching session memorable and impactful. As a bonus, over the course of the year, you’ll get to meet and learn from other cohort members facing similar challenges, and connect with industry experts who join as guest speakers. As someone who’s both studied and practiced marketing, I can say that there is no equivalent of a program like this and would provide the highest possible recommendation to anyone looking to take their marketing to the next level.”
— Amanda Verner, ProcedureFlow, MBA Candidate at Rotman School of Management
What CEO’s & Executive Sponsors are saying.
“Never has the ability to market your firm, product or service been more important than in 2020. There are many keys to successful marketing - understanding and communicating value, building networks and relationships and translating marketing efforts into sales results. We’re beyond excited to be able to participate in this program.”
— David Shipley, CEO
Beauceron Security
“I think a program like this is phenomenal and so needed. There is nothing around that’s similar and good CMO's are so hard to find. And, I would argue, that this might be an even bigger problem than finding salespeople. I love the idea of building up CMO's and think it's definitely the right way to go.”
— Daniella DeGrace, CEO
ProcedureFlow
“It’s a great concept and I'm sure there are many companies that would benefit from it within Atlantic Canada. Our candidate for the program will be starting with us in the next few weeks and is very excited about the opportunity to learn and quickly grow into his new marketing leadership role.”
— Sam Poirier, CEO
Potential Motors
“The program strengthened her marketing technical knowledge and her leadership skills. Nicole deepened her understanding of the entire-go-to-market strategy and how product could evolve to better balance our need for growth while supporting our customers. As a leader within the organization, Nicole was able to take the learnings from the program and bring it to the interactions with her colleagues and the leadership team.”
— Kathryn Cameron, COO
Beauceron Security
“Areas where I feel Bekah grew a lot include: more confidence in her role, including managing her TEAm, and her impact, as well as enhanced business planning, strategy & budgeting skills. I love that she’s confident in challenging me in various areas and is asking for more clear direction and expectations.”
— Tracy Bell, CEO
Millennia Tea
About your coaches.
David Alston
Repeat tech and marketing startup entrepreneur. Community Volunteer with LivingSJ, BCAPI and other non-profit movements. Digital society advocate. Former volunteer Entrepreneur in Residence for the Province of New Brunswick Government. Cofounder of Brilliant Labs. Forbes top 50 CMO in social media. KIRA Award's Industry Champion for 2015. Co-winner of a 2014 EY Emerging Entrepreneur of the Year Award for Atlantic Canada. 2015 winner of Entrepreneur of the Year and co-winner of Enterprise Promotion for the Atlantic Region from Startup Canada. Recipient of the Greater Saint John Community Foundation’s 2018 Community Service Award. Radian6's former CMO and Salesforce.com's former Marketing Cloud Chief Adoption Officer. Past co-chair of LivingSJ, a movement to support and create a path for all those living in poverty in his home city. Co-Owner of TimberTop Adventures, the number one ranked aerial adventure park in Canada on TripAdvisor and a 2021 Finalist for a Canadian Tourism Award for Business Excellence. Co-Owner of Climb 1884, New Brunswick’s first and largest indoor ropes rock climbing gym being constructed inside a 138 year old church in Saint John.
David Alston likes to use analogies to boil down the complicated into digestible stories. One such analogy you may often hear him using is related to waves and surfboards whenever he’s describing how he sees the modern world of B2B marketing. He likes to tell it with great enthusiasm and passion, often with his hands flying off in all directions to punctuate. It’s best to experience it in person, so we will have to keep you in suspense. But at least you have insight into the theme, in case you were wondering.
David is also very passionate about creating a world where everyone can reach their full potential. Watch his TEDx keynote where he encourages those out there who are ‘Willing for Change.’
Jon McGinley
Jon is a serial entrepreneur, experienced advisor, investor, and life-long marketer. He has spent the last 25+ years working in various roles, including most recently as the Senior Partner with CloudKettle; a specialized consultancy, and Salesforce Gold Partner, focused on Revenue Operations - aligning Marketing, Sales, and Customer Success operations.
Prior to joining CloudKettle, Jon has held many Executive and Sales and Marketing leadership roles, including SVP of Marketing for Mobivity Inc., a US-based digital marketing company focused on mobile and data-driven marketing for the retail, restaurant, and personal care industries; CEO of Livelenz, an NS-based technology company that provided real-time analytics for franchise owners in the restaurant industry. Jon sold Livelenz to Mobivity in January 2016; and Director, Marketing for Radian6. Radian6 was a global leader in social media monitoring, measurement and engagement that was acquired, in 2011, by Salesforce.
Jon is active in the local start-up ecosystem and focused on helping companies reach the next level by improving their leadership in core revenue growth areas. He is excited to be joining Marketswell Solutions as an advisor and coach. Jon previously co-hosted the Sales & Marketing by the Numbers program and has presented to over 200 companies in Atlantic Canada, New York, and San Francisco.
You can connect with Jon on LinkedIn.
Tools we use.
In the Media.
Marketswell Solutions Welcomes New Coach Ahead Of Cohort Applications
Marketswell Solutions has doubled the well of expertise it draws on to train senior marketing executives with the introduction of a new coach: Jon McGinley. McGinley joins just as applications for Marketswell’s second CMO Accelerator Cohort program are about to start rolling in. (Read More..)
McGinley Joins CMO Accelerator - The former CloudKettle Senior Partner is also a Salesforce alumni. - Entrevestor
With a new coach, Jon McGinley, now sharing duties with Founder David Alston, New Brunswick's Marketswell Solutions has opened applications to a revised version of its CMO Accelerator. (Read More..)
“#9: Technology Sales & Marketing with Dr. Shelley Rinehart and David Alston” - Tech Impact Podcast
Episode #9 is live with Tech Impact CEO, Cathy Simpson.What is the role of Sales & Marketing in our Tech Sector?Let's find out with Dr. Shelley Rinehart and David Alston. (Listen Here)
“Tech Sales: Building The Missing Leg Of The Stool” - Tech Impact
On Episode Nine of the TechTalks podcast, I'm chatting with Shelley Rinehart and David Alston, two local leaders behind progressive programs that are building our sales and marketing capacity. After all, the best product or idea, without strategic marketing and sales, will struggle to make it to market. (Read More…)
“Skills Training Needed To Unclog Atlantic Canada’s Tech Sales Funnel” - Atlantic Business
A growing tech sector in Atlantic Canada is spurring demand for computer science and computer engineering graduates. But those new companies and products won’t go far without world-class sales techniques. (Read More…)
“Let’s Get SaaSy: A Conversation with David Alston” - Centrico Digital
David Alston is a tech and marketing startup entrepreneur, founder and coach at Marketswell Solutions’ CMO Accelerator program, and former CMO at Radian6 (now part of Salesforce), a social listening platform that enables real-time social media monitoring and analysis. (Read More…)
“Marketswell Solutions Will Strengthen Marketing Capacity Of Region’s Tech Firms” - Huddle Today
Alston’s new company, Marketswell Solutions, aims to create more than 25 tech marketing leaders in Atlantic Canada, and perhaps beyond, over the next five years. The company is primarily focused on B2B tech startups because that’s Alston’s expertise. (Read More...)
Contact us.
info@marketswell.ca
(506) 444-1905