Horizontal B2B SaaS · Functionly
Repositioning an org design SaaS company for a more strategic buyer.
Functionly needed to move beyond SMB positioning and speak to a more sophisticated mid-market buyer.
I helped clarify the positioning, updated website messaging, built lifecycle emails, introduced funnel reporting, and created early customer marketing proof.
The work
- 3 customer interviews & case studies
- Positioning & messaging framework
- Website refresh — new homepage, feature pages, mega navigation
- Lifecycle nurture workflows
- Funnel stages & reporting
- Sales and investor narrative support
Selected outcomes
- Increased inbound traffic from mid-market and enterprise by 2×
- Published 3 case studies across healthcare, food, and technology sectors
In their words
What impressed me most about Jennifer was her ability to operate like a member of the leadership team from day one. In a short engagement, she delivered positioning, messaging, website strategy, lifecycle marketing, funnel visibility, customer proof, and operational improvements that would normally require multiple hires. She quickly identified the highest-leverage opportunities and executed against them with speed and precision.
Tim Brewer CEO, Functionly Jennifer helped us fundamentally reposition Functionly from an SMB org chart tool to a strategic org design platform for mid-market and enterprise companies. We saw the quality of inbound conversations shift almost immediately — from consultants and small businesses to larger organizations with more complex workforce planning needs.
Tim Brewer CEO, Functionly