Aventi Groupexpertise. speed. results.

THE COMPANY
Employee Engagement/Continuous Performance
Management (CPM) Software
HQ San Francisco, CA
Established 2012www.15Five.com

CHALLENGE
Increase Customer Size
Launch New Products
Penetrate International Markets

PRACTICE AREAS

Go-to-Market Strategy
Sales Enablement

DELIVERABLES
MRD: Market Sizing & Pricing
Competitive Intel
Value proposition

Case Study: 15Five

Bringing rigor and insight
into 15Five’s hypergrowth plans.
15Five launched its Continuous Performance Management (CPM) HR platform in2012, instantly creating a new niche in the burgeoning employee engagement anddevelopment market. After rapid success and strong growth with SMBs early on, theSan Francisco-based company broadened its horizons, looking to add new products
and services, attract enterprise clients, and expand its reach into international
markets. Growing fast and short on resources, 15Five leveraged the Aventi Group’s
go-to-market expertise to help it chart a course to the next stage.

“Our CEO was wowed by their insights. The credible, third-party
validation Aventi delivered was invaluable in helping
us firm up our plans for expansion.

”— Keshila Shannon, Former Senior Vice President, Marketing

Look before you leap: What are the blind spots?
“We knew where we wanted to go. The problem was not knowing what
we didn’t know. What were the blind spots on the competitive landscape?
Where were the opportunities, and what should we avoid,” said Shannon.
Aventi’s team of strategists, researchers, and HR experts conductedmarket-needs testing, developed a value proposition to highlight 15Five’sdifferentiation, provided guidance on pricing, and identified the bestprospects for expansion. Key deliverables included:• Market Requirements Document (MRD) covering key players in
the employee engagement market, relevant products, the market
landscape, its size, and growth estimates.
• Customer insight research based on qualitative, in-depth interviews
with customers and prospects.
• Market-sizing analysis for international expansion.

A complete analysis of the competitive
landscape.
To provide critical insights for 15Five’s international expansion plans,
Aventi Group conducted a deep dive on some 20 major CPM competitors.
The research focused on six countries across three continents anddelivered hard to find facts on each player, including annual revenue,
notable customers, venture funding, “street” pricing, branding andmarketing strategies, and more. Three potential M&A targets were also
identified.
The extensive intel fed directly into sales enablement tools that 15Five
leveraged across its entire sales force to highlight company’s competitivedifferentiation.

Why Aventi Group?
As a young company experiencing robust growth, 15Five suffered from time and resource limitations. “Having a resource
like Aventi dedicated exclusively to solving our problems was awesome,” said Shannon. Aventi’s broadly experienced teamfunctioned as an extension of 15Five’s product marketing team. Aventi was selected for its strategic thinking and thehands-on, top-level involvement of the agency’s principals. “Aventi’s managing director was there throughout the entire
engagement — not just to sell it.”“Aventi has really been a strategic brain for us.
— Hollie Aghajani, Former Director, Product Marketing”

Results
Broadly scoped research and analysis
provided credible validation and fine tuning of
the go-to-market plan and execution.

Market Requirements Document (MRD)
provided valuable insights, including unmet
product needs, optimal pricing levels,
packaging recommendations, acquisition
potential, and growth opportunities.
Customer needs insights helped with 15Five’s
messaging and positioning across thecompany, enabling sales and marketing teams
to consistently speak the same language.

“Aventi Group provided the product marketing expertise, objectivity, and collective experience weneeded to confirm our go-to-market roadmap. They provided validation that we just couldn’t getinternally — it was a great way to scale our resources.
— Keshila Shannon, Former Senior Vice President, Marketing”

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Aventi Group delivers essential product marketing services from the heart of Silicon Valley, flexibly and on demand.
Looking for strategic smarts and tactical excellence? Start your search here: www.aventigroup.com.

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