The Problem

GaggleAMP, a leader in the employee advocacy space, faced a critical strategic question: how to best align their product roadmap and sales strategy with the real-world needs of their target buyers. To invest their resources effectively, they needed to move beyond assumptions and gain a deep, qualitative understanding of the friction their customers experienced every day.

The core business challenge was to identify the unspoken needs and cross-functional disconnects within large organizations that were blocking the adoption and success of employee advocacy programs.

The Strategic Solution

My engagement was to conduct a market-wide audit. The goal was not simply to gather data, but to apply an investor's lens to diagnose the hidden points of friction between different departments (Sales, Marketing, Communications) and across different industries (Tech vs. Healthcare).

Through a series of in-depth, confidential interviews with senior executives at companies like Salesforce, Highmark Health, and Blackbaud, I uncovered the systemic challenges that defined the market.

A key insight from the audit was a critical disconnect: while Marketing or Communications teams often purchased the software , its ultimate success frequently depended on adoption by Sales teams, who had entirely different needs and priorities, such as ease-of-use, automation, and mobile compatibility

The Outcome

The "Friction Report" from this market audit provided GaggleAMP with a strategic playbook, translating raw market data into a clear and actionable path forward for their product, sales, and marketing efforts.

• A Clear Product Roadmap: The findings identified "must-have" features to drive user adoption, including enhanced automation, seamless cross-network sharing, and a mobile-friendly experience. This clarity allows for a more focused and effective use of development resources.

• A Refined Go-to-Market Strategy: The research confirmed that while Marketing and Communications teams are the primary buyers , the key to winning enterprise deals is to solve the specific pain points of the sales end-users. This insight enables a more sophisticated, two-pronged sales and marketing approach.

• New Market Positioning Opportunity: We uncovered a clear need for industry-specific best practices to help companies build formalized advocacy policies, particularly around regulatory concerns like HIPAA in Healthcare. This allows GaggleAMP to position itself as a strategic partner, not just a software tool.