Brand: Vertical-specific mission statements

Work:
- Product positioning
- Branding
- Deck design
- Copywriting
- New market expansion

Results:
Signal AI’s sales materials were diving straight into the “how” of the technology, skipping the “what” of what the platform does. This created a non-linear narrative and led to confusing calls with prospects who didn’t fully understand the purpose of the platform before being shown its inner workings. In particular, prospects in non-core markets didn’t understand high-level positioning related to the core market.

I led an initiative to restructure sales materials to lead with a vertical-specific mission statement, including redesigning introductory slides in sales decks to broadly address platform capabilities against high-level, market-specific needs. Feedback from commercial leadership indicated that this played a key role in increasing later stage calls booked with prospects, who understood Signal AI’s value proposition earlier in the process.