We operate in a world where change has become the only constant... where our prospects have near-infinite access to information about our products and services before they choose to engage with us... and where social media has the power to propagate both negative and positive brand associations at the speed of light to alter the fates of fledgling companies and established businesses alike.

This rapidly changing business environment requires an equally agile approach to go-to-market strategy. At Schulman+Thorogood Group, our goal is to enable our clients to prosper by taking advantage of today's unique marketing opportunities, instead of being left behind for not making the necessary transformations in time. We've been successful operating executives for decades and believe that effective sales and marketing should be driven by these three fundamentals:

Alignment

Align sales and marketing organizations around jointly-defined processes, definitions and success metrics;

Accountability

Establish a culture of measurement throughout the sales cycle, from lead generation and qualification all the way to closed deals, to continually measure the effectiveness of your sales and marketing efforts; and

Relevance

Target the right audience with the right message at the right time to ensure you are engaging your prospects with what is relevant to their current initiatives and urgent business challenges

We call our approach "Smarketing" and believe it brings a healthy dose of science (read: repeatability) into the art of sales and marketing.

“Rand Schulman is a savvy and visionary marketing executive. If I am looking to break new ground or chart new waters, I would want Rand on my side.”

David Schatsky, President, Jupiter Research

“Pelin provides marketing strategy and execution that is highly impactful - making high visibility and important marketing initiatives a success. We've benefited greatly from her expertise, leadership and network “

Michael Sawyer, VP Marketing, Limelight Networks

We deliver insights, counsel and measurable RESULTS using the online marketing products and go-to-market models we've helped create, and perhaps more importantly, applying the Smarketing principles we've spearheaded for the past decade.

“Ratchet up the use of sales metrics - use the economy as an 'excuse' to focus on metrics (This can help in sales and marketing alignment.) “

- IDC: 2009 Sales Barometer and Top 10 Predictions

Marketing Optimization

Trying to determine how to optimize your scarce marketing dollars to drive revenue? Schulman+Thorogood Group can help you reduce customer acquisition costs by optimizing your marketing mix to deliver the leads with the best win rates, the largest deal sizes, or the shortest sales cycles. We help you develop marketing dashboards so that you can monitor and improve the effectiveness of each marketing channel and program. With our guidance, you will define the necessary sales stages to ensure your lead scoring process is consistent - and can accurately monitor lead flow through the sales funnel, leveraging web analytics, marketing automation, social media monitoring, and CRM tools.

Go-to-Market Strategy

Launching a new product or contemplating product expansion into new verticals and/or buyers? Schulman+Thorogood Group can accelerate the process by developing an integrated operational marketing plan that includes competitive analysis; positioning platform; pricing and packaging strategy; product launch plan; marketing communications strategy; marketing programs plan; sales and distribution plan; as well as partnership strategy.

Wondering how to take advantage of social media to reach your target audience? We are advisors to leading online marketing, social media and mobile analytics organizations, and are pioneering the definition of "engagement & trust metrics" for both sales and marketing organizations. We provide the insights and experience to help you design go-to-market models that marry traditional marketing best practices with novel approaches powered by social media, or evaluate Web 2.0 enabled distribution models such as "freemium" to develop the most differentiated, competitive position for your products and services.

Business and Portfolio Planning

Managing multiple product or market areas? Schulman+Thorogood Group maintains high-level associations with venture capital firms and other capital sources, and merger and acquisition (M&A) advisors/investment bankers. We can provide executive management guidance in evaluating life-cycle based models to help you decide on market-entry, investment and exit strategies.