Apex Ridge Reliability
C-Suite Elevator Pitch
The Challege
Adam Bahret, the CEO and Founder of Apex Ridge Reliability, had built a successful reliability engineering consulting firm. He authored two books on the subject, hosted a podcast and had built good awareness in the reliability engineering community.
Where he was struggling, however, was in reaching the C-suite and securing engagements that would enable clients to proactively build a culture of reliability. He’d seen from his work that reliability programs were often introduced late in a product life cycle and that organizational metrics and processes often got in the way of a company’s ability to produce consistently reliable products, costing them significant time and money to redress. He had developed an entire service offering to address this need and had written about it extensively in his most recent book, The Culture of Reliability. The audience for this service, however, was clearly the C-suite and he needed help to reach them.
Featured Capabilities
Product-Market Fit
Brand & Messaging
Case Studies
The Work
Go-to-Market US worked with Adam on a new messaging framework, elevator pitch and case studies to help Apex Ridge, with Adam as the primary thought leader, reach the C-suite. We also tested the new messaging with targeted C-level introductions.
The project involved interviews with three Apex Ridge customers where senior stakeholders had been either the primary buyers or had become involved after a reliability project had been started at a lower level. The goal of the interviews was to understand perceptions of Apex Ridge before, during and after the consulting engagement, and to uncover the perceived-value delivered that mattered to the C-suite.
We used learnings from these interviews, in combination with findings gathered from other research, to develop new, more compelling messaging for the website, verbal talk tracks, presentations and case studies. In the final phase of the project, we provided targeted C-level introductions to test the messaging and open some doors with C-suite leaders that are a good match for Apex Ridge’s reliability culture program.
Case Study: "Reliability Culture Program Saves Millions and Fuels Profitable High Growth"
Case Study: "CEO Seeks Reliability as a Differentiating Competitive Edge"
Case Study: "Start-up Leader Brings Culture Shift to Risk-Sensitive Venture, Ensuring Reliability-Fueled Growth"
New C-Level Messaging Throughout Website
Adam Bahret, CEO, Apex Ridge Reliability
The Results
New “elevator pitch” that is enabling Adam, the CEO of Apex Ridge, to better communicate the value of his services to a C-suite audience.
Messaging framework with tailored pitches for target personas including CEO, CFO, Legal Counsel and CTO.
Segment-specific messaging for the Medical Device market, a key target segment.
New “time-to-reliability” concept, conceived to help link reliability to core business success metrics that concern C-level executives. Adam is now expanding on this concept as he speaks and writes new articles. Reconciling time-to-market with time-to-reliability became his new elevator story
New website landing page that communicates a compelling story of value for the C-level. The new, simplified url for the page is also part of the communication strategy as Adam hits the podcast circuit. This shifted the focus from “how to achieve reliability” to “the business value a reliability culture creates” - in other words, from “the how to” to “the why.”
Three highly-compelling case studies tailored to appeal to the C-suite.
Several new opportunities Adam is now exploring as a result of Go-to-Market US introductions made specifically to test and tune his C-suite pitch.
“Go-to-Market US was able to characterize how we add value for customers through a methodology of studying our work and interviewing clients.
They elevated our story with case studies I now share with prospective C-level clients as well as new messaging we use everywhere from web pages to blog posts to podcast conversations.
These deliverables are now a core piece of how we reach out to new clients and markets.”
— Adam Bahret, CEO of Apex Ridge Reliability and Author of Reliability Culture