After meeting with their team, a couple things stood out to us. First, they had built incredible technology. Second, their entire organization was extremely customer-centric, and it was clear the founders were dedicated to solving real problems for their customers above anything else.

Our first challenge was creating a plan to help them reach a wide range of target audiences, that included Manufacturing & Warehousing, Auto Service, Cannabis, and Healthcare. More specifically, they wanted to reach target decision makers within those verticals.

We decided that our focus for the tour should be on Tanuj’s (Spot AI’s CEO) personal story, in order to help him be as relatable as possible to all audiences. He had a knack for making complex things simple, and easy to understand, so we wanted to play to that strength. We also determined we’d need to focus our pitch around the future that Spot AI was working to bring about, rather than specific features of their technology.

And because their target audiences were so diverse, we incorporated 2 features into their plan to make sure we stayed aligned with their goals:

First, we set up monthly calls with Matt (who leads product marketing at Spot AI) so we could stay up to date on upcoming announcements, positioning pivots, press releases, and more.

Second, we added direct communication with Matt and Tanuj in Slack. This channel was where most of our communication with Tanuj happened, and he was great about giving us feedback on interviews so that we could adjust our strategy in real-time. We’d learn which conversations were the most energizing and fruitful from his perspective, and helped us continually hone the tour to make it as impactful and effective as possible, while playing to his strengths.

Overall, this plan allowed us to stay nimble and flexible throughout the engagement, which allowed us to adjust our approach throughout the engagement whenever their priorities would change.