IT & AI Services · JMARK Case study
Repositioning a premium IT & AI services firm for growth.
JMARK had strong customer outcomes, a deep technical bench, and a powerful service culture — but its market story had not caught up to the business.
The company needed clearer positioning, sharper messaging, stronger customer proof, and a website that reflected why customers actually chose and stayed with JMARK.
The work
- 17 customer, win, and loss interviews
- Competitive positioning against regional, national, and vertical MSPs
- ICP and vertical strategy
- Brand, solution, and industry messaging framework
- GTM strategy and operating plan
- Website strategy and copy direction
- 300-page website relaunch project management
- 11 customer case studies published
The shift
From generic MSP messaging to premium, customer-led positioning around long-term stewardship, deep technical bench, executive partnership, operational stability, and intelligent advantage.
In their words
When Jennifer delivered the first wave of customer case studies my reaction was, 'Holy cow. Let's go!' She moved incredibly fast, interviewed customers across our key verticals, and turned those conversations into stories our sales team could immediately use. In just a few weeks, we had a library of proof that helped us better communicate our value in the markets we care most about.
Jarrod Cavner Director of Sales, JMARK We'd grown past our positioning and we knew it — the website read like many other MSPs and our reps were losing deals where we should have had the advantage. What I didn't expect was how much of the answer would come from our customers directly. Jennifer did 17 interviews — wins, losses, long-timers — and handed us back positioning and messaging our sales team could actually leverage. We launched the new site and the sales conversations shifted almost immediately. We stopped having to educate prospects on why we weren't a commodity.
Thomas Douglas CEO, JMARK This is genuinely excellent. The three-level framework gives sales and marketing a shared toolkit we've been missing. The competitive positioning slide is the kind of one-liner reps will actually use. The win/loss symmetry is honest, the ICP tiering has real discipline behind it, and the GTM section feels right for how we actually win.
Todd Nielsen Director of Growth Operations, JMARK