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  • February 2016 (Revised August 2020)
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InsightSquared: Developing the Sales and Marketing Plan

By: Mark Roberge, Tom Eisenmann and Frank Cespedes
  • Format:Print
  • | Language:English
  • | Pages:16
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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; Applications and 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.)
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About The Authors

Mark N. Roberge

Entrepreneurial Management
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Thomas R. Eisenmann

Entrepreneurial Management
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Frank V. Cespedes

Entrepreneurial Management
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Related Work

    • February 2016 (Revised April 2019)
    • Faculty Research

    InsightSquared: Developing the Sales and Marketing Plan Courseware

    By: Mark N. Roberge
    • February 2016 (Revised August 2020)
    • Faculty Research

    InsightSquared: Developing the Sales and Marketing Plan

    By: Mark Roberge, Tom Eisenmann and Frank Cespedes
Related Work
  • InsightSquared: Developing the Sales and Marketing Plan Courseware By: Mark N. Roberge
  • InsightSquared: Developing the Sales and Marketing Plan By: Mark Roberge, Tom Eisenmann and Frank Cespedes
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