Heggerty | Marketing Consultant
Building a Scalable Revenue Engine
How good ideas take shape
Starting Point
1
Heggerty is an established early literacy curriculum provider serving schools and districts nationwide. The business had grown steadily over time, supported by strong products and relationships - but the underlying revenue engine had evolved organically.
Marketing, sales, and customer touchpoints existed across the organization, but the full buyer journey had never been formally mapped or optimized. As the company looked to scale into its next phase of growth, it needed a clearer understanding of how buyers were actually engaging - and where opportunities to improve existed.
Challenge
2
Before transforming the revenue engine, we needed to understand it.The challenge was to bring structure and visibility to a complex, undocumented buyer journey - spanning multiple personas, channels, and stages of engagement.
At the same time, the company wanted to improve performance within its existing demand generation model, which was largely driven by “request a quote” conversions, and ensure marketing, sales, and operations were aligned around a more intentional, data-informed approach.
Approach
3
I began by stepping into the buyer experience directly - moving through the journey across key personas to understand how the brand showed up in practice.
In parallel, I audited the existing demand generation engine - including landing pages, lead forms, and post-submission communications - identifying opportunities to improve conversion and strengthen early engagement.
From there, I mapped both the current- and ideal-state buyer journeys, highlighting gaps across messaging, content, and channel coordination. I partnered with marketing, sales, and operations teams to refine key touchpoints, improve segmentation and automation, and establish tracking to better measure and optimize performance.
This work extended to the website, where I conducted a full audit and recommended updates across SEO, messaging, and content structure to better align with how buyers research and make decisions.
What Changed
4
The work laid the foundation for a more structured and scalable revenue engine, with a clearly defined buyer journey and improved alignment across marketing, sales, and operations.
Enhancements to the demand generation experience addressed key conversion opportunities, while updates to messaging, content, and systems created a more cohesive path from initial engagement through sales.
The website experience was also positioned to better support how buyers research and make decisions.
What It Made Possible
5
This work created a clearer foundation for growth - informing strategy, priorities, and team structure across marketing and sales.
With better visibility into the buyer journey, improved conversion at key entry points, and stronger alignment across teams, the organization was positioned to generate and convert pipeline more effectively, and to scale its revenue engine with greater consistency and confidence.
How I made it happen
