Portfolio | Fractional Exec

Project Details

TL;DR

Working with the senior team, as a Fractional Executive, a commercial solution and proof of concept was designed and the Loylogic INLEAGUE program was launched.

Airtable was used to track and segment potential channel partners. All commercial collateral, including the partnership framework as well contracts were designed and delivered. An interactive, partner portal was also built using Trello.

An automated sales pipeline in Hubspot for airlines and hotels was set up to enhanced campaign personalisation.

Email campaigns achieved a ~90% open rate and reduced bounce rates by 50%.

The INLEAGUE program onboarded 12 partners in 9 months, leading to more qualified leads and major tender inclusions.

PowerPoint slide with the world map as a faded background, and the word "Global" in the centre, with three small photos of people in the corners of the slide.

Group of five men in black t-shirts, at standing at their conference stand, posing for the camera.

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The Requirement

Loylogic wanted to launch an engaging new channel partner program, that went beyond the "opportunistic" nature of referral agreements, which for the most are filed away and forgotten.

A framework and automated processes, for sales and channel qualified leads was needed, as well as a partner portal, where leads could jointly be tracked with partners. Simple to digest product and partner training materials needed to be designed and developed.

In addition, Loylogic needed support with sales and marketing for their rewards and engagement solutions for the travel industry.

What was delivered

Channel Partner Program

A database of prospective channel partners was developed using Airtable. This included types of solutions / services provided, industry verticals and geographies served, key contacts as well as other criteria metrics.

In parallel, an automated partner portal was built using Trello, which allowed Loylogic and channel partners to track and manage leads quickly and seamlessly.

A partner "rules of engagement", operational framework was developed as well as contracts and commercial documentation designed to ensure quick onboarding of partners and channel qualified clients.

The Results

The INLEAGUE program was successfully launched, with 12 new partners onboarded within 9 months, leading to an increase in qualified leads and inclusion in several major tenders.

Fractional Leadership

An automated sales pipeline for airlines and hotels, along with the relevant processes was built using Hubspot.

Segmentation parameters were developed to support and enhance personalisation in Hubspot marketing campaigns, for which I also wrote all content and copy.

Representing Loylogic at industry events and client engagements was also a standard part for the fractional executive brief.

Video creation and editing was also needed for certain client engagements. Here I created video visual and written content and edited the videos in DaVinci Resolve, also providing voiceovers where needed.

The Results

Email campaigns consistently averaged a ~90% open rate (not a typo, that's 90%) with significant response rates leading to 13 new meetings.

Email campaign bounce rates reduced by 50% using data AI for data cleansing.

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