Cubicle to CEO 311. How Customer Storytelling 5X’d Roadster’s Sales Pipeline and Led to a $360M Acquisition
When Michelle Denogean joined Roadster as CMO, the company had a great product—but no one knew who they were or why their solution mattered. Digital retailing in the automotive space was still emerging, and skeptical dealerships weren’t ready to dive into their innovative model. Eighteen months later, Roadster had grown its sales pipeline 5X, slashed its sales cycle by 25%, and increased branded search volume by 10X. Not only that—it was acquired by the largest tech company in auto retail for $360 million.
So, what changed? Michelle led a full-scale strategic rebrand that prioritized education, positioned Roadster as the industry authority, and rebuilt alignment between sales and marketing teams to boost conversion.
In today’s case study, this six-time CMO (currently at Mindtrip), author of GrowUp!, and now startup advisor reveals how she built a category-defining brand and used customer-led storytelling, non-social media driven influencer strategy, and omnichannel thought leadership to 10X business.
If you're trying to disrupt your industry, this is the blueprint.
Connect with Michelle:
- https://www.michelledenogean.com/
- https://www.linkedin.com/in/michelledenogean/
- https://michelledenogean.substack.com/
- IG: @michelledenogean
- https://mindtrip.ai/
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