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• 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

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• Teaching Note | HBS Case Collection | July 2020

  Shindigz

  Frank Cespedes

  Teaching Note for HBS Case No. 819-010. Shindigz sells party and celebratory items through its branded direct online channel, third-party retail and wholesale channels, and online marketplaces. Shindigz has for decades successfully executed a premium-priced branded strategy across its distribution channels. But market developments put this approach at risk. The teaching note discusses the impact of omni-channel buying processes on marketing requirements in an event-driven product category; the links between channel choice, pricing, and business strategy; and the requirements for change in response to market conditions that put pressure on established processes in a business model.

  Keywords: ecommerce; e-commerce; pricing; Price; Strategy; Decision Making; Distribution Channels; Brands and Branding; Consumer Products Industry;

  Citation:

  Cespedes, Frank. "Shindigz." Harvard Business School Teaching Note 821-024, July 2020.  View Details

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• Case | HBS Case Collection | July 2020

  Karen Bruck: Growing Managers at MercadoLibre

  Joshua D. Margolis, Fernanda Miguel, Mariana Cal, Joshua D. Margolis, Fernanda Miguel and Mariana Cal

  Karen Bruck, Corporate Sales Director at MercadoLibre, Latin America's largest e-commerce platform, needs to make a decision about one of her managers, who, while analytically savvy, has an approach that does not fit in with the company's culture.

  Keywords: Performance Evaluation; Employee Relationship Management; Decision Making; Interpersonal Communication; Organizational Culture; Retail Industry; Latin America; Argentina;

  Citation:

  Margolis, Joshua D., Fernanda Miguel, and Mariana Cal. "Karen Bruck: Growing Managers at MercadoLibre." Harvard Business School Case 421-013, July 2020.  View Details

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