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Building Marketing Momentum for AXI’s IT Solutions
AXI, a Belgian IT Services company, was looking to strengthen its market positioning and accelerate demand generation across its key sectors. The company had deep technical expertise and loyal customers, but needed a more structured marketing approach to create momentum and align with sales priorities. I joined as a fractional marketing leader to put that structure in place and drive measurable results.
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CHALLENGE
While AXI had a strong reputation, its marketing efforts were fragmented across departments and lacked a consistent framework for campaign planning and execution. This made it harder to coordinate activities, track outcomes, and demonstrate marketing’s contribution to sales growth. The challenge was to unify the strategy, sharpen messaging, and create a repeatable process that could support multiple product and sector teams.
Information and Communication Technology
Belgium
Fractional VP Marketing or Head of Marketing
SOLUTION
Working closely with AXI’s leadership and sales managers, I introduced a strategic marketing framework that linked campaigns directly to commercial objectives. This included:
- Clarifying target audience priorities based on sector insights and customer feedback.
- Creating campaign playbooks with defined timelines, roles, and success metrics.
- Developing sector-specific messaging that translated technical capabilities into clear business value.
In parallel, I initiated a series of thought leadership content pieces, designed to open new conversations with high-value accounts.
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RESULT
The new framework gave AXI’s marketing a clear roadmap and improved alignment with sales. Campaigns became more focused, execution more coordinated, and the link between marketing activities and sales opportunities much more visible. Early ABM pilots demonstrated strong engagement from targeted accounts, validating the approach and setting the stage for expansion.
Tools Used
Strategic marketing framework • Campaign playbooks • Account-based marketing (ABM) • Sector-specific messaging • Sales-marketing alignment workshops
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