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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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• Case | HBS Case Collection | August 2017 (Revised July 2020)

  Cumplo.com

  Frank V. Cespedes, Fernanda Miguel and Mariana Cal

  In August 2017, Cumplo’s Founder Shea and CEO Kirberg meet to discuss growth and strategy issues faced by this Chilean fintech startup. What sales and marketing strategy will best foster the compny’s growth? Are changes needed in the product lineup? How and when should Cumplo begin to expand beyond Chile, to other countries in Latin America? The company raised $1.4 million in its first three years, mainly from individual investors, and then issued new shares for $3 million in 2015. By June 2017, Cumplo was debt-free, had achieved break-even, and had raised an additional $2.3 million.

  Keywords: fintech; alternative finance; crowdfunding; crowdlending; Marketing Strategy; Growth and Development Strategy; Social Entrepreneurship; Expansion; Latin America; South America; Chile;

  Citation:

  Cespedes, Frank V., Fernanda Miguel, and Mariana Cal. "Cumplo.com." Harvard Business School Case 818-039, August 2017. (Revised July 2020.)  View Details

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• Article | Top Sales Magazine | July 2020

  Reframing Value in a Crisis

  Frank V. Cespedes and David Hoffeld

  Citation:

  Cespedes, Frank V., and David Hoffeld. "Reframing Value in a Crisis." Top Sales Magazine (July 2020).  View Details

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