AquaSmart
has cleaned
8 trillion gallons
of potable water.

The Business Challenge

AquaSmart is the only company in the world that uses food-safe chemicals to clean municipal water systems. Their new Head of Sales faced challenges with misaligned sales and marketing, inconsistent messaging across channels, and unpredictable sales conversion rates. They needed a way to stand out from the crowd, get everyone marching in the same direction, and double sales.

The Strategic Solution

While the rest of the industry talks about adding more chemicals to municipal pipes, AquaSmart uses less of everything. We presented the marketing strategy Less is More, and created marketing and sales collateral to support international teams, including web sites, trade show environments, ads, presentations, and videos.

• Sales-Marketing Alignment: Conducted workshops with sales and marketing leadership to establish shared goals, refine messaging, and create a unified strategy.
• Revised Sales Enablement Tools: Designed tailored collateral, including pitch decks, trade show environments, and marketing videos to empower the sales team with consistent, high-impact resources.
• Strategic Campaign Realignment: Streamlined digital campaigns to focus on AquaSmart’s most profitable customer segments.

The Measurable Outcome

• 20% increase in customer acquisition rates.
• 6x growth in sales team, with reduced deal cycles due to aligned messaging.
• 100% growth in sales over a 4-year period.

Key Takeaways for Business Leaders

1. Alignment is Key: Unified sales and marketing strategies prevent inefficiencies and confusion.
2. Empower Your Sales Team: Providing tailored resources improves close rates and shortens the sales cycle.
3. Focus on Your Core Audience: Prioritizing high-value segments drives faster and more sustainable growth.