Rohde & Schwarz

Rohde & Schwarz is a German multinational electronics group specializing in the fields of electronic test equipment, broadcast & media, cybersecurity, radiomonitoring and radiolocation, and radiocommunication. In the early 2000’s R&S was poised to expand their business from their home country into high-growth markets around the world – including North America. After years of moderate sales performance through distribution partners in North America, R&S intended to build a full-scale operation in the region in order to have a more direct relationship with customers.

Client:

Rohde & Schwarz

Core Competencies:

Product marketing, Go-To-Market, Brand strategy, Financial management

Key Highlight:

Product marketing, Go-To-Market, Brand strategy, Financial management

Case Study Dive In

Rohde & Schwarz

Situation:

Despite technical leadership, Rohde & Schwarz lacked a dedicated marketing function in North America. The company had been reliant on a distribution network to market and sell their products in the US, Canada, and Mexico but recognized the high-growth potential of those markets in the era of mobile communication innovation across public and private sectors.

Challenge:

After years of managing the North American presence from afar, the company needed to build a full-stack marketing function capable of driving revenue growth, supporting sales, and elevating market presence.

The Solution:

As Head of Marketing, I built the organization’s first North American marketing team from scratch. We introduced an integrated go-to-market framework that combined product campaigns, account-based marketing, and comprehensive sales enablement.

We launched multiple industry-first product campaigns, equipped sales with training and tools, and implemented a repeatable product development and launch framework to cut time-to-revenue by up to 50%.

Globally, I helped institute a sales enablement program adopted across regions, reinforcing North America’s role as a growth driver.

The Result:

Revenue scaled from $80M to $350M in under five years. Marketing became a key contributor to growth, particularly through the product marketing function that I built. The company overtook competitors to become the market share leader in the region.

The company’s reputation for innovation made its way to marketing as well as I introduced digital marketing, social media marketing, a CRM platform, and an online platform for go-to-market project management. This all contributed to significantly improved brand awareness, reduced time-to-market of new products, and repeatable, standardized processes that enabled R&S to scale rapidly.

Rohde & Schwarz emerged with a stronger reputation, a modern marketing organization, and the infrastructure to sustain growth at scale.

Rohde & Schwarz

Client:

Core Competencies:

Key Highlight:

Rohde & Schwarz

Situation:

Challenge:

The Solution:

The Result:

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