Client: Cleura
Assignment
Cleura is a Swedish cloud infrastructure service provider, offering fully automated digital infrastructure services for companies that want to innovate without sacrificing data privacy. Cleura is committed to a data-sovereign Europe, providing sustainable, open-source, and European cloud services to both the private (Enterprise, SME) and public sector.
SUNMICO's exceutive marketing consultant Mimmis Cleeren was engaged on a 9-month assignment in 2023-2024 to provide marketing strategy, planning, coaching and project management services to help Cleura scale up for growth.
Execution
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Workshops, brainstorming and planning sessions, research and analysis, presentations of results, recommendations and plans to management team
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Situation Analysis
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Target Audience Analysis
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Gap Analysis of desired state vs. current situation
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Marketing strategy, priorities, objectives and milestones to execute on corporate strategy
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Coaching of marketing team, evaluation of team skills and recruitment needs
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Marketing plan, budget and resource recommendations, KPIs and OKRs
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Project managed sourcing process of marketing agency for branding and digital needs (requirements gathering, agency briefings, RFP, agency evaluation)
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Developed B2B and product-specific Value Proposition and Messaging
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Created Playbooks for Marketing
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Go-to-market strategy, campaign plan and creative work in preparation for brand awareness activities and launch of the new generation of Cleura Compliant Cloud
Results
The work led to a revamped Cleura marketing strategy and clearly actionable plans, aligning key priorities with the company's overall goals for the coming years. Strategic coaching of the marketing team helped them adopt essential plans and processes for improved marketing execution. Following audience analysis and value proposition development, Cleura was equipped with clear messaging to address customer needs effectively on their website and external communications. An increased understanding of audience needs also enhanced internal roadmap discussions and content planning.
Over the past 9 months, from October 2023 to June 2024, Mimmis has been instrumental in rebuilding Cleura's marketing strategy and execution.
Her comprehensive review of our marketing organisation and approach, followed by a detailed gap analysis, led to several impactful initiatives. I particularly value Mimmis’s work in broadening our marketing scope and translating strategic needs into actionable plans. Her 'get-it-done' mentality, coupled with a flexible approach and quick turnaround times, has significantly improved our team's blueprint and established critical marketing processes and tools.
Mimmis’s strategic capabilities, combined with hands-on coaching and guidance to our marketing team, have been invaluable. She has put foundational pieces in place that align our marketing strategy with our broader corporate objectives.
Mimmis’s challenger mindset has pushed our team in a positive way, and she has actively shown how to balance strategic thinking with practical implementation, which has been crucial in setting Cleura up for future growth. It has been a true pleasure to work with Mimmis on this project and I can't recommend her enough.
Mikael Nerde, Vice President, Head of Customer Engagement, Cleura | Customer Success, New Business Development