Government & Policy

At EdTechPlaybook, I partnered with NWEA's government and policy division to elevate their sales enablement efforts through a strategic Account-Based Marketing (ABM) approach. Recognizing the need to clearly articulate NWEA's leadership in state assessments, I developed a comprehensive suite of resources designed to empower their sales team and drive engagement with key decision-makers in K-12 schools, including stakeholders and key opinion formers (KOFs) at state education departments.

This ABM strategy involved a deep dive into the specific needs and priorities of individual states. I meticulously researched each state's educational landscape, identifying their unique pain points, objectives, and goals. This allowed me to tailor messaging and resources to resonate with each state's specific context, creating a highly personalized and impactful approach.

My contributions included:

• Crafting compelling narratives: I developed persuasive messaging that resonated with various stakeholders, including school administrators, teachers, and policymakers at the state level. This involved tailoring the communication to address the specific needs and priorities of each audience, with a particular focus on the perspectives of KOFs who influence decision-making within state education departments.
• Creating impactful sales presentations: I designed visually engaging presentations that effectively communicated NWEA's value proposition to diverse audiences, including KOFs and other stakeholders at state education departments. These presentations highlighted NWEA's expertise and differentiated their offerings in the competitive landscape of state assessments, emphasizing how NWEA's solutions could address each state's unique challenges.
• Developing informative resources: I created brochures, one-pagers, and other collateral that provided detailed information about NWEA's products and services, equipping the sales team with the tools they needed to effectively engage with KOFs and other stakeholders at state education departments. These resources were customized to reflect the specific needs and priorities of each state.
• Collaborating with the sales team: I worked closely with the sales team to understand their needs and ensure the resources I created were aligned with their strategies for engaging KOFs and other stakeholders at state education departments. This involved ongoing communication and feedback to ensure the ABM approach was effectively implemented.

By providing the NWEA team with these strategic resources and implementing a targeted ABM approach, I helped them confidently communicate the value of NWEA's solutions and strengthen their position as a leader in state assessments. This project demonstrated my ability to translate complex information into compelling sales enablement tools that resonate with diverse stakeholders, including influential KOFs at state education departments, while also showcasing my expertise in developing and executing highly personalized ABM campaigns.

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