Re-Leased - Marketing Coaching - Scalewise Case Study

Re-Leased Scaling Story

Re-Leased - Delivering pipeline growth through professional development.

How Scalewise coaching helped enhance the leadership, strategic thinking and confidence of Re-Leased’s Head of Marketing, which translated into unprecedented US pipeline growth.

Property Management Software

Marketing Coaching, Professional Development

Founded in New Zealand in 2012, Re-Leased is a cloud-based commercial property management software that focuses on automation, design and great user experience. Re-Leased currently employs 115 people across six offices and has 1,050+ global customers across commercial, industrial, office, retail and mixed assets.

Series A

Re-Leased Need

Despite suffering the effects of the pandemic (with half of the marketing team on furlough), Re-Leased’s marketing department was achieving impressive results, such as 75% of pipeline coming from inbound and beating their quarterly targets by 20%. The incoming CRO, Clive Cooper, had considered hiring a CMO, but after looking at the recent marketing performance, he decided to invest in the Head of Marketing, Georgina Bondfield, instead.

In particular, Re-Leased needed a cost-effective coaching solution due to Covid-budget restraints that could develop Georgina’s leadership skills and accelerate the marketing department’s impact in new global markets.

Scalewise Impact

After conversations with both Clive and Georgina, Scalewise found two ideal Scale Coaches and arranged initial chemistry calls with Georgina. Experienced marketing leader Linsay Duncan was selected and held 60-90 minute coaching sessions every two weeks over the following four months. The Scalewise coaching had the following key impacts:

1. Brought new strategic leadership skills

Scalewise worked with Georgina to help her get the most out of her team. From setting clear leadership expectations and clarifying her vision to improved delegation and assessment capabilities, Georgina’s coaching helped her focus on the bigger picture and articulate a clear strategy to the marketing team. In addition, the Scalewise Coach developed Georgina’s resource-mapping skills, helping her identify skills gaps and improve the team’s performance.

2. Improved communication and buy-in

Scalewise helped Georgina improve communication with her team and her directors. For example, she learned how to use strategic questioning to understand leadership team priorities and showed her team how their marketing efforts directly contributed to the success of the marketing strategy. In addition, the Scalewise coach helped Georgina level-up her language to position herself in the senior leadership team and concisely share her marketing vision with senior directors, receiving glowing feedback on her plans.

3. Enhanced team-building capabilities

By working on Georgina’s leadership, strategic and team management skills, Scalewise coaching helped to increase her confidence and upskill her team. For example, Georgina learned how to build up her team’s capabilities by giving them more autonomy and responsibilities, which in turn enabled her to prioritise high-value strategic tasks.

4. Levelled-up to lead marketing

Scalewise worked on switching Georgina’s mindset from tactical to strategic, embedding a greater sense of ownership of the marketing function and a firmer commitment to the company’s wider development. What’s more, the senior leadership team’s confidence in Georgina grew to the point where the business is no longer considering hiring a CMO – saving a significant amount of time and money – and underpinning the financial ROI of Scalewise coaching.

5. Laid foundations for US breakthrough

From the outset, Georgina asked for a Scalewise Coach with experience managing global and US teams as Re-Leased was breaking into the US market. In the period after coaching ended, Re-Leased saw the strongest ever quarter in the US for pipeline growth and revenue.

“Working with Linsay has given me a more strategic perspective across the business. We looked at how marketing was essential to wider company goals and how I could communicate that to my team and enhance their performance. I’ve now been able to clarify and align my vision with the team and I feel even more confident of our direction.”

Georgina Bondfield

Head of Marketing Re-Leased

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