CMO / CRO Services Case Study

A leader in high-visibility safety apparel (HVSA)

The aim was alignment. The result was a unified revenue strategy, stronger pipeline, and category momentum.

“We had the tech, the partnerships, the potential. What we needed was a smarter path to growth.”

— CEO, Leading HVSA Manufacturer

Overview

This leading player in HVSA manufactures advanced reflective safety materials and trims used in everything from firefighter turnout gear to construction, utilities, highway maintenance, and mining workwear. Their product story was compelling: pioneering, breathable, durable, and compliant with some of the most rigorous safety standards on the market. 

What wasn’t working was how that story was being told, or how it translated into pipeline growth, sales performance, and market expansion.

Disconnected marketing and sales functions were slowing down performance. The brand was missing visibility at industry trade shows, lacking a clear digital presence, and underutilizing marketing automation tools. Meanwhile, competition was heating up from bigger global players with broader distribution.

Challenges

Before TechCXO entered the picture, the company was contending with several growth-limiting realities:

  • Sales and marketing operated in silos, creating friction in pipeline development and execution.
  • Brand messaging was inconsistent, weakening its position with both customers and partners.
  • Key industry events came and went without a strategy to maximize visibility or lead generation.
  • Marketing systems like HubSpot were underused, with no real data visibility or performance tracking.
  • Global competitors were ramping up, putting pressure on pricing, positioning, and channel performance.

And yet, opportunity was everywhere. From a one-of-a-kind in-house testing lab to a proprietary reflective trim technology that outperformed the market, the company had all the raw material for accelerated growth. It just needed the right marketing and revenue leadership to bring it together. After all, even superior products don’t sell themselves.

Goals

With superior products in a competitive space, leadership knew that just maintaining the status quo would end up being a long-tail decline. The company needed:

  • A unified go-to-market strategy that aligned sales and marketing for shared outcomes.
  • A clearer digital and brand presence that could elevate credibility and drive engagement.
  • Data-backed marketing and sales systems to sharpen performance and measure ROI.
  • Greater visibility at trade shows and with key industry partners.
  • Scalable processes to support expansion into new verticals and geographies.

Solutions

TechCXO stepped in with senior-level fractional CMO and CRO leadership across both the marketing and sales functions. The team designed and executed a growth transformation plan rooted in operational alignment, smarter positioning, and scalable processes. Here’s what that looked like:

TechCXO’s fractional CMO focused on foundational upgrades that delivered immediate lift:

  • Developed the company’s first integrated marketing engine, anchored by a multichannel content calendar, SEO-optimized website updates, and strategic trade show activations.
  • Launched product campaigns that spotlighted the technology’s compliance, comfort, and durability, addressing what buyers cared about most.
  • Repositioned the internal testing and R&D lab as a thought leader in ANSI/ISEA compliance and testing, enhancing brand credibility and reputation.
  • Built marketing automation workflows in HubSpot and introduced analytics dashboards for clear visibility into campaign ROI, and how to improve it.
  • Created new messaging frameworks and sales enablement tools to support sales adoption and drive conversions.

TechCXO’s CRO zeroed in on structure, focus, and accountability:

  • Built a go-to-market framework aligned by verticals like utilities, first responders, and industrial safety.
  • Introduced sales forecasting, territory planning, and executive coaching to sharpen execution.
  • Tightened the sales / marketing handoff with shared KPIs and structured lead management protocols.
  • Orchestrated cross-functional collaboration to ensure alignment across product, marketing, and sales.

With the right fractional leadership, even the most technical B2B companies can turn complexity into commercial momentum, building clarity, driving alignment, and pursuing growth with strategic intent, not just raw muscle.

As fractional CMO and CRO, Rose Lee and Rich Makover drove a full commercial transformation—Rose elevating the brand and accelerating inbound demand, and Rich bringing structure, focus, and accountability to unlock scalable revenue growth.

Rose Lee

Managing Partner, Fractional CMO

Rose served as the lead TechCXO marketing partner, bringing clarity to the brand, building an omnichannel engine, and delivering measurable engagement and pipeline growth.

Rich Makover

Managing Partner, Fractional CRO

Rich led the sales transformation, applying deep experience in revenue strategy and operational alignment to drive pipeline performance, territory focus, and sustainable sales momentum.

Outcome

Results came quickly…and sustainably:

  • Revenue jumped 132% year-over-year after the new GTM strategy was implemented.
  • Company-wide revenue trajectory rebounded by more than 30%, with momentum sustained across multiple channels.
  • Email reach grew by 145%, and engagement rates surged by 199%, pointing to sharper messaging and higher-quality leads.
  • Pipeline health improved thanks to better collaboration and shared accountability between marketing and sales.
  • Visibility at industry trade shows and across digital channels translated into measurable ROI.
  • Most importantly, the company walked away with a scalable go-to-market engine that can power future category leadership and geographic growth.

Visibility gained

A scattered revenue approach was transformed into a focused growth strategy by realigning teams, refining messaging, and unlocking a 132% year-over-year revenue surge.

Path illuminated

With marketing and sales finally in sync, the company established a scalable foundation for growth, expanded industry presence, and secured momentum for future category leadership.

“We didn’t need more activity. We needed alignment. TechCXO helped us turn technically strong products into commercially scalable business results, instilling market clarity, team focus, and a strategic lens for how we can continue to grow.”

- CEO , Leading HVSA Manufacturer