Case Study: PunchTab Jumpstarts Sales and Builds Growth Runway with Chief Outsiders

PunchTab sharpens CPG focus with Chief Outsiders, boosting alignment around 90% private-label substitution

PunchTab, a Silicon Valley-based consumer management platform (CMP) for CPG brands, faced the challenge of disconnected marketing efforts and a lack of organizational strategy. Without a cohesive plan or a formal hand-off to sales, the company was not effectively targeting its ideal market segment. Seeking outside expertise, CEO Mike Mansbach engaged Chief Outsiders and its CMO, Karen Hayward, to develop a focused growth strategy.

Chief Outsiders implemented a new strategic, integrated go-to-market plan for PunchTab. This involved narrowing the company's focus to the CPG brand segment, developing new messaging around the "Consumer Goods Squeeze," and executing targeted demand generation campaigns. The solution included aligning sales and marketing resources and re-architecting CRM systems to track performance. As a result, the entire organization became aligned on an objective, outcome-driven approach to fuel growth, establishing a solid runway for the company's future.

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