If you’re in the consulting world and are active on LinkedIn, you may well be familiar with our latest guest… In this episode, hosts Dan Gibson and Brook Bateman sit down with Ben Edwards, Head of Partnerships at CMap, to discuss the importance of marketing when breaking into, and establishing a presence in, a new vertical. During the conversation Ben discusses the tactics he employed whilst leading CMAP's successful expansion into North America, and shares the key lessons from his extensive personal and professional experience of helping firms scale strategically and at speed including: The importance of having Marketing at the table when a business strategy is set Why strategic market research is one of the biggest tools in your firm’s arsenal How to use data to create a go-to-market strategy that’s specifically tailored to the geographies you’re targeting The specific marketing tactics to employee at each stage of the process If your firm’s growth strategy relies on successful vertical expansion, this episode is a must-listen.