Case | HBS Case Collection | February 2016 (Revised August 2020)

InsightSquared: Developing the Sales and Marketing Plan

by Mark Roberge, Tom Eisenmann and Frank Cespedes

Abstract

Fred Shilmover and Sam Clemens prepared for their fourth quarter board meeting. They were excited to have scaled their software startup, InsightSquared, to $2 million in revenue and secured an $8 million round of venture capital. However, they disagreed on the path ahead, specifically on the sales and marketing plan. Shilmover preferred a sales-centric approach to growth while Clemens preferred a marketing-centric one. Which strategy was optimal for their venture’s next phase of growth?

Keywords: Sales planning; Software; Marketing; Sales; Planning; Growth and Development Strategy;

Language: English Format: Print 16 pages EducatorsPurchase

Citation:

Roberge, Mark, Tom Eisenmann, and Frank Cespedes. "InsightSquared: Developing the Sales and Marketing Plan." Harvard Business School Case 816-074, February 2016. (Revised August 2020.)

Related Work

  1. Supplement | HBS Case Collection | February 2016 (Revised April 2019)

    InsightSquared: Developing the Sales and Marketing Plan Courseware

    Mark N. Roberge

    These are Excel spreadsheets of Exhibit 3-6 from the InsightSquared: Developing the Sales and Marketing Plan case #816074.

    Keywords: Sales strategy; Strategy; Sales;

    Citation:

    Roberge, Mark N. "InsightSquared: Developing the Sales and Marketing Plan Courseware." Harvard Business School Spreadsheet Supplement 816-703, February 2016. (Revised April 2019.)  View Details
    CiteView DetailsPurchase Related

  2. Case | HBS Case Collection | February 2016 (Revised August 2020)

    InsightSquared: Developing the Sales and Marketing Plan

    Mark Roberge, Tom Eisenmann and Frank Cespedes

    Fred Shilmover and Sam Clemens prepared for their fourth quarter board meeting. They were excited to have scaled their software startup, InsightSquared, to $2 million in revenue and secured an $8 million round of venture capital. However, they disagreed on the path ahead, specifically on the sales and marketing plan. Shilmover preferred a sales-centric approach to growth while Clemens preferred a marketing-centric one. Which strategy was optimal for their venture’s next phase of growth?

    Keywords: Sales planning; Software; Marketing; Sales; Planning; Growth and Development Strategy;

    Citation:

    Roberge, Mark, Tom Eisenmann, and Frank Cespedes. "InsightSquared: Developing the Sales and Marketing Plan." Harvard Business School Case 816-074, February 2016. (Revised August 2020.)  View Details
    CiteView DetailsEducatorsPurchase Related

About the Authors

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Mark N. Roberge
Senior Lecturer of Business Administration
Entrepreneurial Management

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Thomas R. Eisenmann
Howard H. Stevenson Professor of Business Administration
Entrepreneurial Management

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Frank V. Cespedes
MBA Class of 1973 Senior Lecturer of Business Administration
Entrepreneurial Management

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