Project Detail

IAS: Interim VP of Marketing

“Ed really helped us scale up our marketing efforts across the board at a critical period in our company’s history, and we’ve had great results to show for it. His energy, skills and enthusiasm make him great asset to any team.”

—Paul Crinks

CEO

Background

Founded in 1998, International Asset Systems (IAS) is the global leader in technology-based solutions for equipment management and tracking in the container transport industry. Through innovative management applications and Web-based services, IAS enables participants throughout the transport chain to increase container visibility, improve asset utilization, lower operating costs, and improve customer service.

Business problem

In 2006, IAS was refocusing its business strategy. It was moving away from its previous model of solutions targeted mainly at very large transportation providers, and toward a strategy of providing the preferred common operating platform for companies throughout the transport value chain. To achieve this vision, IAS needed to reach a much broader range of customers worldwide, and in turn would need to bootstrap its marketing skills and strategy.

Solution

In early 2007, IAS contracted with Callan Consulting first to perform a strategic marketing audit, and following that, for Ed Callan to become interim VP of Marketing while IAS staffed up its marketing team. Ed assumed the VP of Marketing role for the first full six months of 2007, and in the process completely revamped IAS’ marketing strategy, plans and activities. In addition, Ed actively contributed to building the new marketing team, sourcing and interviewing candidates at the VP, Director, and Manager levels.

Results

Ed significantly upgraded IAS’ marketing activities across the board. He oversaw the company’s highest profile product launch to date, spearheaded a significant increase in PR activity - resulting in a cover story on the industry-leading trade publication Journal of Commerce, helped the company rationalize its product line, developed all new sales tools and collateral, re-launched the company website, drove the creation of a new customer reference program, managed several trade shows, and initiated the process of creating a sales/prospect database.

Ed’s activities led directly to an increase in customer, press, and partner activity. In fact, the company widely credits Ed for having helped it achieve its two of its best quarters to date from a marketing perspective.

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