From website refresh to long-term partnership at TeamSense
INDUSTRY
HR Tech
COMPANY STAGE
Seed
ENGAGEMENT
18 months
How it started
The engagement began with a straightforward goal: refresh TeamSense’s website.
Early discovery quickly revealed the team needed a shared foundation and clarity on who they were building for, why those buyers cared, and how the product should be framed in the market. Through cross-functional workshops with the CEO/co-founder, Sales, Marketing, and Design, we aligned on core buyer personas and buying triggers, the problems buyers were actively trying to solve, and differentiated positioning and key messages. This work produced a ratified messaging framework the team could consistently use.
Bringing their story to life
With the foundation in place, I led the strategy and copy for a full website revamp — translating positioning into clear, buyer-centric messaging.
In parallel, I developed high-performing sales collateral aligned to buyer stages, giving the sales team clearer narratives and proof points to support conversations.
To reinforce TeamSense’s positioning, I supported the development of their customer case studies over time. These stories provided concrete proof for sales and ensured the company’s narrative stayed consistent as they scaled.
Validating the why
Later in the engagement, I led a customer insights initiative focused on a critical question: why did customers actually buy TeamSense?
These interviews surfaced the real triggers, motivations, concerns, and language behind purchase decisions. The insights pressure-tested an assumption about their value proposition — leading them to rethink existing messaging.
The outcome
What began as a website refresh project evolved into a long-term partnership over 18 months — spanning work across positioning, web, sales enablement, and customer proof. With these foundations in place, TeamSense was able to share a differentiated and customer-grounded story across their go-to-market efforts as the company scaled.