Situation
"We're a new company with a parent company's marketing habits."
Spin-offs and carve-outs lose shared marketing services, brand and reporting overnight. Private-equity owners set aggressive revenue targets on a short horizon. Either way, the commercial organization has to rebuild brand, demand generation, planning and reporting while delivering growth.
If two or more of these sound familiar, this page is for you.
Paraphrased and anonymized from recent conversations with marketing and commercial leaders.
“Our growth goal is to double by 2030. How do we actually get there?”
“The KPIs are inherited. Even if we meet them, they won't get us to the new goals.”
“We have strong products and good margins, but no formal marketing function.”
After a spin-off or acquisition everything feels urgent at once: rebranding, demand generation, CRM, reporting and hiring. Without a clear growth logic, the new company either copies its former parent’s habits or spreads a small team across too many priorities. A light-touch framing of the program, with milestones and metrics, helps leadership see progress and keeps the team focused.
Where the revenue target will come from, by market and segment.
The roles, headcount and process the new company needs, benchmarked.
Value propositions and campaigns for the new identity.
Build the skills the parent company used to provide.
Typical phases. Every engagement is scoped with you, and many clients start with one phase.
| Phase | Typical timing | What happens |
|---|---|---|
| Frame | First 60 days | The growth logic, program structure, milestones and metrics. A light touch to get started. |
| Organize | Next 2–3 months | The marketing operating model and headcount, and how marketing and sales work together in the CRM. |
| Build | Ongoing | Value propositions for new target audiences, and sales effectiveness for a growing team. |
| Drive | Through the plan | A consultant close to the team who helps run the program and reports progress to leadership. |
Agree the size of the prize and where growth will come from.
Start here →Size the new marketing function against similar business units.
Start here →A focused project on the commercial engine of the new company.
Start here →Building & Construction Chemicals
[Result]
A building and construction chemicals business lacked the scale to compete profitably in its main North American market. Strategic marketing analysis reframed the choice.
Read the case →Specialty Chemicals & Materials
[Result]
A specialty chemicals and materials leader changed its strategy from product and technology to markets and customers, which required new skills, processes and culture.
Read the case →Academy program
Learn and apply the Market Edge Strategic Marketing Process to your business, and leave with a draft Strategic Marketing Plan for your target market.
$2,850 per person · Next: [Dates] Nov 2026
See dates →Waiting usually costs a planning cycle. A short framing phase can run alongside the reorganization and makes later decisions faster.
We often work alongside a longer-horizon strategy effort. Our focus is the commercial engine: segments, offers, marketing and sales capability, and the metrics that show progress.
Most clients are $1B+ companies or large divisions, but we also work with focused businesses on a specific part of the commercial engine, such as value propositions or sales effectiveness.
We help define what marketing and sales need from the CRM and which KPIs matter. Configuration is done by your CRM partner.
"We've been sales and rebate led for years."
Your strategy now depends on selling on value, but the sales force, pricing and segmentation were built for volume.
How we help →"I've just taken over marketing, and we don't have standard tools."
A new marketing leader in a lean organization needs a team, a process and early results, fast.
How we help →"We're about to launch, and the price is cost plus margin."
A new product worth tens of millions is about to be priced without a view of its value to customers.
How we help →Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.