InsightSquared: Developing the Sales and Marketing Plan

Mark  Roberge; Tom  Eisenmann; Frank  Cespedes

Case | HBS Case Collection | February 2016 (Revised April 2019)

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

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Citation:

Roberge, Mark, Tom Eisenmann, and Frank Cespedes. "InsightSquared: Developing the Sales and Marketing Plan." Harvard Business School Case 816-074, February 2016. (Revised April 2019.)