Platform consolidation
Workplace launch.
I led the launch of Envoy Workplace: a solution that unified multiple standalone products into one centralized dashboard for optimizing workplace operations.
This launch involved transforming how we sold, priced, and communicated our value to the market, while internally aligning GTM, EPD, and Finance under significant time pressure.
From disparate tools to a unified system
With reporting and analytics siloed by product, leadership had no clear view of workplace usage. Workplace unified four standalone products into a single source of truth.
Envoy Workplace
One unified occupancy dashboard
The problem
Hybrid work became the norm faster than workplace leaders could wrap their heads around it. This newfound era of flexibility introduced all manner of operational headaches, wasted space, and uncertainty.
As the market shifted
As more companies began implementing formal onsite policies, previously mission-critical solutions like hot-desking and proof of vaccination status were no longer needed.
Our offerings needed to evolve
Adoption rates began declining across space booking products, and customers were growing frustrated with unreliable, fragmented data.
To address customers' most pressing needs
Companies needed a way to measure performance of their onsite policies in order to right-size real estate and staffing investments for hybrid schedules.
This consolidation had 3 main goals:
- 1Retain high-risk accounts by delivering clear value
- 2Increase platform stickiness through upsells and cross-sells
- 3Improve competitive positioning against point solutions
The solution
Consolidate analytics into one unified dashboard
Pull usage data from Desks, Rooms, Deliveries, Visitors, employee scheduling, and key integrations into a comprehensive occupancy dashboard with custom metrics and visualizations.
Repackage based on customer insights and competitive intel
Transition from selling point solutions for space booking, delivery management, and onsite collaboration to tiered packages of an end-to-end workplace management solution.
Reposition the new offering to articulate comprehensive value
Craft a new narrative emphasizing the value and necessity of reliable occupancy data for key use cases: hybrid scheduling, move management, and physical security.
The process
An overview of the GTM rollout for Envoy Workplace and the cross-functional partners involved at each phase.
- 1
12 weeks out
Validate & iterateTop learningRope in billing engineers and finance stakeholders the moment a new SKU is being considered. Understand the volume and complexity of change management required and build it into the GTM plan from the start.
Pricing research
Sales, CS, SOPs, Engineering, Finance, C-Suite
Messaging testing & validation
Crystallized top differentiators via customer interviews, competitive intel, & field testing
Closed beta
Product, Engineering, Design, CS
- 2
6 weeks out
Educate & manage changeTop learningWhen making drastic UI changes, equip customers with resources to streamline change management within their organization. For Envoy, this meant creating employee-facing onboarding guides and hosting educational webinars ahead of launch.
Enablement sessions
Sales Enablement, Design, Sales, CS
Media outreach, SEO & thought leadership
Heads up communication
Multi-threaded nurture sequence across email, in-product, CSM check-ins
- 3
Pre-launch
Capture early signalsTop learningBeta customers cared more about out-of-the-box insights like "Attendance vs. Policy" than advanced features like budget forecasting. This informed what we descoped for GA.
Open beta / early access
Demand Gen, Channel Sales, Support
- 4
Launch day
Announce across channels
Segmented messaging
Business segmentSubscription mixVerticalChurn riskFull funnel narrative consistency
Press releaseIndustry publicationsEmail campaignsWebsite updatesIn-product engagementPaid advertisingOutbound sales playbookChangelogWebinar promotionSales assets
Results at a glance
First 90 days
Supporting assets
A sampling of customer-facing assets created to support Marketing, Sales, and Customer Success in driving Workplace new business and expansion.
Live page
Workplace product page
Primary landing page for digital ads, prospect email campaign, and press coverage.
Pitch deck slides
Repositioned narrative slides used in Sales and Customer Success conversations to articulate the value of consolidated workplace data.
Workplace one-pager
Including beta customer case study