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▮OVERVIEW
▮OVERVIEW
Role: Principal Strategist & New Venture Lead
Timeline: 17-Month Rollout
Scope: Strategic Services Division (New Venture)
▮IMPACT
▮IMPACT
3 Fortune 500 Wins (Dell, AMD, 3M)
33 Pilot and Client Engagements
New business development motion tested and deployed
“ I think you've got something here, my friend. I see $25,000 to $100,000 packages for these [service] that aren’t as sophisticated ”
“ I think you've got something here, my friend. I see $25,000 to $100,000 packages for these [service] that aren’t as sophisticated ”
- Scott Siragusa, Regional VP @ Salesforce | Strategic Alliances & Channels
- Scott Siragusa, Regional VP @ Salesforce | Strategic Alliances & Channels
▮Creating a Business Development Engine
▮Creating a Business Development Engine
Belief: Creative staffing agency's scale and revenue growth would be sustained through legacy personal relationships and traditional networking despite the fact the industry was declining by double digits
Break: Deals stalled or were lost when clients began reorganizing and re-defining the skills or capabilities their organizations need as they moved to quickly adopt AI making long-term staffing commitments unclear.
Shift: Because clients were in the middle of organizational change, we'd develop tools and services that supported their transition while showcasing Liaison's expertise .
▮CORE OUTCOMES
▮CORE OUTCOMES
Secured 100% funding to develop a new set of creative services and the proprietary Buyer Impact Model (BIM).
Delivered 33 pilot and client Buyer Impact Analyses (BIA) to B2B technology marketing organization within 15 months of launch.
Secured strategic engagements with AMD and 3M focused on partner alignment and "Agentic Buying" enablement
Re-engaged a high-value dormant account with Dell, by leading with diagnostic insights
Tested and deployed a new business development motion for the agency
▮HOW WE DID IT
▮HOW WE DID IT
To secure executive buy-in, I needed to prove the concept was more than academic. I developed a prototype of a 60-point AI-enabled "Buyer Impact Analysis" (BIA).
I pitched the Agency Owner by analyzing a purchase he had recently made personally, a corporate firewall. I used the BIA tool to contrast his frustrating, disjointed buying experience against what a "scored" ideal journey could have been.
The Shift: Seeing his own frustration during the demonstration quantified and validated the market need immediately.
The Insight: Through the exercise, it became clear that helping the agency's clients required designing GTM systems around how people actually complete buying decisions across digital and human touch-points, not around artificial team or channel hand-offs
The Result: Secured full funding to develop the tool, new creative services, and launch a dedicated "Strategic Services" division.
▮KEY Decisions
▮KEY Decisions
Prioritizing "Entrepreneurial Growth" over "Job Re-entry": Chose to pitch a net-new business development idea to Liaison's leadership "out of the blue" rather than seeking a traditional internal corporate role, leveraging status as a former client to initiate a cold-start venture.
Optimizing for "Buyer Insight" over "Volume Output": Architected a new GTM motion centered on "Buyer Enablement" for the Gen-Z/Millennial majority, moving beyond the legacy "order-taker" model to influence the selection phase where 80% of vendors are selected before a conversation occurs.
Codifying "Authentic Authority" via AI-Enabled Bench-marking: Built a proprietary AI-enabled diagnostic model (BIM) based on industry research to score content against 60 best practices, replacing subjective creative pitches with data-driven strategic roadmaps.
Validation via "Experiential Empathy": Mitigated internal funding risk by using a "Firewall Pitch" that quantified the agency owner’s own disjointed buying frustrations, proving the market need for a diagnostic solution before full-scale division launch.
Trading "Consultative Depth" for "Commercial Velocity": Intentionally designed a one-week diagnostic turnaround to provide immediate value-to-insight, enabling rapid pilot-to-client conversion and securing 33 engagements in the first year
▮THE TEAM
▮THE TEAM
Executive Sponsor: Dave Claunch - Agency Owner
Program Owner: Michael Grant - New Venture Lead
Outside Advisor: Rebecca Thorburn - Executive Consultant
Key Agency Contact: Ashley Rousseau - Staffing Strategist
⁕ Liaison is privately held and does not disclose revenue or customer lists. References for the information in this case study are available upon request
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