February 2016 (Revised August 2020)
Case
HBS Case Collection

InsightSquared: Developing the Sales and Marketing Plan

By: Mark Roberge, Tom Eisenmann and Frank Cespedes

Format:Print
| Language:English
| Pages:16

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

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.)