Upending the Typical World of Consulting and Production Innovation with Andrew Upah of Theorem

During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with the Head of Marketing at Theorem, Andrew Upah. Andrew breaks down his background and discusses how Theorem’s main mission is to upend the traditional world of consulting. Andrew talks about marketing and selling consulting services to the Fortune 100 and how it’s important to add value throughout the entire customer journey. With sales cycles of six, nine months...or even years sometimes...Andrew provides some insight into what Theorem is doing to keep prospects engaged.

Episode Highlights:

• Andrew discusses his professional work experience what brought him to Theorem (hint: opportunity strikes at any time...even when sailing around the world)
• Theorem builds innovative products for startups and even some of the biggest organizations in the world
• Theorem uses a slightly different model for building digital products - the organization calls their teams of highly experienced practitioners - “squads”
• Theorem has a very high price point, so sales cycles can be very long at times - sometimes 6-9 months, or even years
• Theorem is a 100% remote work environment, but the organization still maintains a focus on one-to-one conversations with prospects and customers
• Theorem often invites customers to co-present at events and other functions to help build rapport in the process
• One of the biggest competitors of Theorem is internal teams - teams at their prospective organizations who are driving development projects
• In the world of social distancing, events are no longer an option - so Theorem has looked to stand up other virtual initiatives to fill the gap                 
• Content generation stems from a lot of feedback and experiences with customers
• If Theorem could pursue a “test” marketing project, the organization would strive for more work in public relations                

Key Points:

1. Being in the room is ideal, but no one is doing that right now. So, instead of delaying those conversations, Theorem has shifted to video conferencing.
2. With a range of capabilities, Theorem needs to establish itself as an authority in a number of different areas. So, it has to be done over time with thought leadership content.
3. Theorem likes to break down their services into sprints versus long, complex projects that need to be “pitched”.

This episode is produced by New North. New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis.

With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.