Publications
Publications
- February 2016 (Revised August 2020)
- HBS Case Collection
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; 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.)