Map and Fire

BACKGROUND

Please describe your company and position.

I am the Director of Marketing of Aptitude 8

Describe what your company does in a single sentence.

Technical consulting for HubSpot customers

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Map and Fire to accomplish?

• Identify tech stack for Associations industry
• Identify challenges they face with tech and data
• Identify opportunities where HubSpot could help

SOLUTION

How did you find Map and Fire?

• Online Search
• Referral

Why did you select Map and Fire over others?

• Pricing fit our budget
• Good value for cost
• Referred to me

How many teammates from Map and Fire were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Purpose of the Research

To identify opportunities for membership and trade associations to enhance their go-to-market (GTM) strategies by understanding their organizational structures, key metrics, technological ecosystems, and primary challenges. The findings will help inform tailored solutions and actionable recommendations to optimize their GTM efforts.

Research Objectives:

1. Go-To-Market (GTM) Motions

Understand the composition and functions of the GTM organization within membership and trade associations.

Key Questions:

What teams make up their GTM organization (e.g., marketing, business development, memberships, etc.)?
What are their key performance indicators (KPIs)?
What are the focus areas of their sales or business development teams?
Who are their various customer segments (e.g., individual members, corporate members, sponsors)?
What types of revenue streams do they pursue (e.g., membership dues, event fees, sponsorships, training programs)?
Which channels do they use to reach their audiences (e.g., email marketing, social media, events)?
What industry-specific terminology do they commonly use that might be unfamiliar to outsiders?

2. Technology Stack

Analyze the tools and technologies that support their operations and how they are utilized within their GTM efforts.

Key Questions:

What are the main software tools in their tech stack, beyond their CRM?
Which tools are most popular within the industry (by category and specific tools)?
Which teams use these tools, and how are they applied in their workflows?
How well are these tools integrated across their organization?
Key software categories to investigate:
AMS (Association Management Software)
LMS (Learning Management System)
Event management software
Volunteer management tools
Payment processing tools
Email marketing and social media management tools
CMS (Content Management System)
Community engagement platforms
Data analytics and data warehouse solutions

3. Challenges

Identify the primary challenges faced by membership and trade associations in their GTM strategies, particularly those related to technology and operations.

Key Questions:

What are the biggest GTM challenges they face?
What are the limitations or weaknesses of their current tech stack?
Where does the tech stack fail to integrate well, and what manual processes result from these gaps?
How well do they trust the quality and accuracy of their data?
What is the #1 tech tool they are looking to replace, and what are the driving factors behind this decision?

Deliverables:

The research firm should provide the following:

Detailed Findings: Comprehensive insights addressing the objectives and key questions outlined above.
Industry Analysis: Benchmarking of GTM strategies and tech stacks against industry standards and best practices.
Opportunities for Improvement: Actionable recommendations to enhance GTM strategies, streamline technology integration, and address operational pain points.
Terminology Glossary: An explanation of industry-specific terminology to bridge knowledge gaps for outsiders.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Our project was delivered much faster than other vendors estimated with all of the required research. They were also better able to target the Associations industry than other firms we considered, so we got more accurate data. 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Project was delivered ahead of schedule and progress was communicated every step of the way. 

What was your primary form of communication with Map and Fire?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The speed to value was far beyond what we were getting from other research vendors. 

Are there any areas for improvement or something Map and Fire could have done differently?

If they added copywriting and design to their service offerings, they would become a one-stop shop for us and save us days of additional work needed to prepare the research for external use. 

BACKGROUND

Please describe your company and position.

I am the Marketing Manager of Bigger

Describe what your company does in a single sentence.

Mobile Gaming Company

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Map and Fire to accomplish?

• Market Research

SOLUTION

How did you find Map and Fire?

Online Search

Why did you select Map and Fire over others?

• Pricing fit our budget
• Great culture fit
• Good value for cost

How many teammates from Map and Fire were assigned to this project?

1 Employee

Describe the scope of work in detail. Please include a summary of key deliverables.

Map & Fire provided a workbook designed to help us define and refine our target markets, understand customer needs, and align offerings with customer expectations. 

Key deliverables include:

Target Customer Framework: A structured process to identify and narrow down ideal customers.
Jobs to Be Done (JTBD): Exercises to uncover and prioritize customer goals and challenges.
Job Stories: Templates for breaking down JTBD into actionable insights.
Elements of Value Analysis: Tools to identify and tailor key customer values (functional, emotional, aspirational).
Strategic Exercises: Practical activities and templates to ensure businesses can apply the concepts effectively.
The workbook combines theoretical frameworks with actionable tools for building customer-focused strategies.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The project delivered measurable outcomes including:

• Clear identification of target audiences and ideal customer profiles.
• Actionable insights through prioritized customer needs (Jobs to Be Done).
• Alignment with customer values via selected Elements of Value.
• Practical tools for applying customer-centric strategies.
• Improved ability to align offerings with customer needs, driving engagement and satisfaction.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Map & Fire excelled in project management, delivering on time, responding promptly to customized needs, and providing tailored solutions with clear communication.

What was your primary form of communication with Map and Fire?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What impressed me most about Map & Fire was their exceptional understanding of the audience. Their ability to analyze customer behavior, identify key needs, and tailor strategies accordingly set them apart and made their work highly effective.

Are there any areas for improvement or something Map and Fire could have done differently?

No improvements needed; Map and Fire exceeded expectations.

BACKGROUND

Please describe your company and position.

I am the VP of Finance & Strategy of Scratch Music Group

Describe what your company does in a single sentence.

North America's largest provider of DJ entertainment and education

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Map and Fire to accomplish?

• Conduct a market research survey for new B2C offering
• Initial brand positioning strategy for new B2C offering

SOLUTION

How did you find Map and Fire?

• Online Search
• Clutch Site

Why did you select Map and Fire over others?

• High ratings
• Pricing fit our budget
• Great culture fit
• Expertise aligned with specific project scope

How many teammates from Map and Fire were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Map and Fire conducted the project in 2 phases:

• Part 1: Market Research and Analysis, primarily informed by a bespoke research survey. Deliverables included a review the survey data, along with insights and recommendations around the results to inform decisions around brand positioning.
• Part 2: Initial Brand Positioning Strategy, completed in collaboration, and based on Map and Fire's in-house process (The Brand Guidebook Process). The guidebook was a deliverable, along with a presentation-level positioning deck summarizing the key outputs.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The project was to inform decisions that will guide the brand strategy for a new B2C digital product that is in development. It will take months for a beta version to be launched, so it will be hard to measure its direct contribution. As a result of the survey and insights, we feel like we have a data-backed direction to guide product launch, whereas before everything felt more like an assumption. 

The results narrowed down a wide set of possibilities to a more narrow set, which is closest to the bullseye that ties the market opportunity to the most desirable elements of the product.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Map and Fire was great in pushing forward phases of the project. Updates were made to share documents, with communication made via Basecamp (which included email notifications of all messages). Each week, we had hour-long group video calls to dive into the most recent work.

What was your primary form of communication with Map and Fire?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

We needed a partner that ultimately did brand strategy, but in a way that was informed by research and data. And we needed all that for a unique pre-launch project, and with a minimal budget. Map and Fire was exactly what we were looking for, even though we didn't know exactly what that was at the start. It's hard to measure when someone "gets it", but Clay and his team "got it". 

Our gut feeling was substantiated, and we were left feeling fortunate to have worked with a partner of a quality we assumed would be out of reach.

Are there any areas for improvement or something Map and Fire could have done differently?

Some updates to share docs were a bit overwhelming to digest in their raw form. We typically wished there was some written or verbal supplement to summarize and contextualize the new pieces, so that the next weekly call up was less about that and more about picking up from there.

BACKGROUND

Introduce your business and what you do there.

I’m a senior project manager at JDA Worldwide. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Map and Fire?

We hired Map and Fire to help us with a brand naming survey. We wanted to test for names for an online program that we were rebranding for a third-party customer — we aimed to know what the target audience thought about those names. 

SOLUTION

What was the scope of their involvement?

Map and Fire helped us with our brand naming survey and provided a report of the survey after it was done. They also offered their insights into the survey, leveraging their expertise in branding. 

How did you come to work with Map and Fire?

We found Map and Fire through Google.

How much have you invested with them?

Our investment was around $5,500. 

What is the status of this engagement?

The project lasted from March–April 2024. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Map and Fire delivered an amazing survey, and they were always there to answer questions. With their help, we provided our end customer with around 85% confidence rate on the brand names. This way, the end customer could make a decision on what to do with their brand. Moreover, we engaged 100% of the participants that we targeted.

Overall, Map and Fire’s work exceeded our expectations. Their survey methodology and data report were wonderfully done. 

How did Map and Fire perform from a project management standpoint?

Map and Fire was wonderful and helpful, providing us with a quick and reasonable quote. Compared with other providers, their services were cost-effective. Their timeline was also quick, and whatever they shared with me was exactly what they delivered. As a result, we completed the project in less than two weeks, which beat out other providers’ timelines. 

Moreover, they were prompt in communicating with me; I was never disconnected from them at all and never had a hard time being on the same page with them. In other words, I felt confident in what we were doing. For tools, we used Google Documents, Zoom, and emails. 

What did you find most impressive about them?

Map and Fire was amazing at understanding what we needed and delivering it. They agreed to meet us where we were and give us a resolution. 

Are there any areas they could improve?

No, there weren’t any. 

Do you have any advice for potential customers?

I recommend comparing Map and Fire to other vendors so you can realize that they’re the right team to hire. Apart from that, ask for their opinions and expertise. They speak and do their work truly well. 

BACKGROUND

Please describe your company and position.

I am the Director of Marketing of (a/an) IT Services

Describe what your company does in a single sentence.

We provide people-focused IT for modern, creative, and innovative organizations.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Map & Fire to accomplish?

• Brand strategy
• Market Research
• Web Development

SOLUTION

How did you find Map & Fire?

Referral

Why did you select Map & Fire over others?

• Great culture fit
• Referred to me
• Other

What was the size of Map & Fire’s team?

1 Employee

Describe the scope of work in detail. Please include a summary of key deliverables.

We hired Map & Fire to consult and collaborate on our brand and marketing strategy.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Since we started our engagement with Map & Fire, we've refined our brand strategy, clarified our messaging and rolled out a new brand campaign driving new business leads. Since the beginning of our engagement, the quantity and quality of our leads have increased.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Map & Fire are extremely responsive and are always prepared for our meetings. The insights they provide are thorough and unlike other vendors I've worked with in the past, I don't hear excuse after excuse about why things are late or hardly done.

What was your primary form of communication with Map & Fire?

• Virtual Meeting
• Email
• Messaging App

What did you find most impressive or unique about this company?

What I admire most about working Map & Fire is their ability to get you thinking. They've done an excellent job working with our entire team, taking the various perspectives and opinions, and helping us to distill key ideas and concepts into an amazing brand strategy. We wouldn't be where we are now without their collaboration.

Are there any areas for improvement or something Map & Fire could have done differently?

No

BACKGROUND

Please describe your company and your position there.

I’m one of the founders. We specialize in healthy drinks.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Map & Fire, and what were your goals?

We are a start up and needed them to help us with the brand strategy and to build a solid ground for future growth.

SOLUTION

How did you select this vendor?

Interviewed many. We decided to go with them after a couple rounds of discussions with Clay. He was super responsive to our questions and very clear what could be done.

Describe the scope of their work in detail, including any steps and the final deliverables.

We had a kickoff meeting where they got a much better understanding of our idea and what we would like to achieve. Then based off that, they started to lead the way and took us through the brand guide book, at the end gave us a whole package.

How many people from the vendor's team worked with you, and what were their positions?

Clay led the team of three, Arielle and Tracy. Both Clay and Arielle are experts in brand strategy.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We are brand new so no comparison yet, but we believe we now have a solid foundation to start.

Describe their project management style, including communication tools and timeliness.

Weekly zoom meetings plus work notes on Basecamp to keep everyone updated.

What did you find most impressive or unique about this company?

They really listened to our thoughts and concerns. Since every brand is unique, it’s definitely not an one size fits all scenario. We appreciated that they took the time to listen to our new thoughts every week.

Are there any areas for improvement or something they could have done differently?

All good! We wanted to have in person meeting as it has always worked better for us, but in turns out zoom worked out fine with this team!

BACKGROUND

Please describe your company and your position there.

I'm the President & Founder of zengig.com. Our mission is to empower and enable individuals to maximize their career potential by providing the most comprehensive platform of resources, tools, guidance, and advice for every professional journey. In short, our site offers career help for everyone who needs it.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Map & Fire, and what were your goals?

Determining a name and brand hat represented who we are, who we want to be, and how we believe others should see us. This effort included internal and external messaging, logo design, and choosing colors.

SOLUTION

How did you select this vendor?

Map & Fire was referred to me by a business associate and friend as a uniquely creative organization who operated in a personal, intimate manner. After an initial conversation it was clear they were exactly who I both needed and wanted as a partner.

Describe the scope of their work in detail, including any steps and the final deliverables.

I tend to operate in a 'ready, fire, aim' fashion, so I was initially thinking the process would be relatively quick. Knowing better (and being unafraid to take control), May & Fire held true to their process of deep discovery, which thankfully forced my team to reach conclusions and come up with answers that wouldn't have been possible on our own. The process included joint meetings and independent sessions. While new to us, it was clear that the process was finely tuned, and the end result was something special.

How many people from the vendor's team worked with you, and what were their positions?

Four, including their Founder, Clay, plus members of Map & Fire's creative team (which included a graphic designer - I'm not certain of the others' titles).

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Any amazing name and brand that we're extremal proud to have.

Describe their project management style, including communication tools and timeliness.

Very accessible and consistent. We primarily used Basecamp and Zoom, but Clay was always quick to respond via text or phone.

What did you find most impressive or unique about this company?

Their process, and again, their willingness to not let me fast-forward through it. As a business owner I can be pretty demanding at times, and they never waivered in assuring me that they knew best, and they were correct.

Are there any areas for improvement or something they could have done differently?

Nothing comes to mind!

BACKGROUND

Please describe your company and your position there.

I am the Marketing Director at Eleviant Tech, a digital transformation solution provider focusing on Automation & Engagement (Customer & Employees).

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Map & Fire, and what were your goals?

Impiger Technologies North America needed to rebrand and position its products and services in the North American region. As a part of the exercise, we wanted to create new Brand Guidelines for the organization and its Solutions and Products. Map & Fire began their process to evaluate our company by conducting client interviews to define who we are as a company and what we mean to our clients. They also helped us rebrand with a new identity and names for the organization and Individual Products.

SOLUTION

How did you select this vendor?

Impiger (prior to becoming Eleviant) worked with several branding agencies and did multiple levels of discussions with prospective vendors. Being a SAGE archetype organization we felt Map & Fire (which is also a SAGE archetype company) would be best suited for us. After a few rounds of discussions with the Map & Fire Team and internal discussions, we proceeded in engaging with them.

Describe the scope of their work in detail, including any steps and the final deliverables.

As a marketing director, it was beneficial that they understood us and could help determine what we wanted the business to do next and how to translate that into an overall brand strategy that would help our company have an excellent future. They carefully articulated the process for us with clear deliverables, and timelines and helped us every step of the way. We went through the following steps:

• Customer Research
• Overall Brand Strategy
• Brand Positioning
• Brand Name Definition
• Logo Iteration Journey (Corporate)
• Logo implementation and Brand Guidelines
• Product Name Definitions (for multiple products & Solutions Eleviant holds)
• Product Positioning Statement
• Logo Iteration Journey for individual products
• Current State

How many people from the vendor's team worked with you, and what were their positions?

We worked with Clay (Lead Strategist & Founder), Serena (Brand Strategist), and Tracy (Executive Producer).

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Map & Fire provided feedback and insights that we could immediately put into action in order to assist potential clients in gaining a deeper comprehension of the value we provide.

Describe their project management style, including communication tools and timeliness.

Map & Fire has tremendous experience and innovative strategies, and they adjusted the things we said into a suitable brand for our organization. They genuinely listened to what our team had to say. Our confidence in the brand strategy and guidebook they crafted was fueled by their apparent comprehension of who we were and where we want to go. They also used a project management tool (Basecamp) to communicate and work on documents collaboratively in real time.

What did you find most impressive or unique about this company?

Total professionalism. I can’t speak highly enough about the team. We weren’t sure of everything we would need in this rebranding process. They did everything we asked of them, always meeting or exceeding our expectations. They were so easy to work with and did quality work. When another project came up, it was a no-brainer to hire them for it. They didn’t have an ego; they were fun and easy to work with.

Are there any areas for improvement or something they could have done differently?

No, I wouldn’t change anything about their work styles. We’ve worked very well together, and they’re very flexible. Thus, whenever we’ve seen a change needed, they’re very willing to change and accommodate our needs.

BACKGROUND

Please describe your company and your position there.

I am the founder and owner of a ecommerce brand focused on giftable trees.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Map & Fire, and what were your goals?

Before our company entered its next growth phase, we wanted to make sure our messaging was on point. We hired Map & Fire to review our brand strategy and create a brand strategy guidebook to direct our future messaging.

SOLUTION

How did you select this vendor?

We followed Map & Fire for several years, so we were already aware of their work. Once the time was right for our company, we contacted Map & Fire to determine if they were able to help us. We were impressed by their insight and hired them.

Describe the scope of their work in detail, including any steps and the final deliverables.

They provided a step-by-step workbook that a joint team from Little Saps and Map & Fire completed together. What was especially helpful for me as a small business owner - they listened to us explain who we are now and what our vision for the company is and they were able to distill all of it into a practical, useful guidebook that will help our company navigate the next chapter.

How many people from the vendor's team worked with you, and what were their positions?

I worked with Clay (Lead Strategist), Monika (Strategist & Copywriter), and Tracy (Executive Producer).

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

They made suggestions that we were immediately able to implement to help our customers better navigate our offering.

Describe their project management style, including communication tools and timeliness.

They were efficient, communicative, and always on time. They've truly listened to our team and did not try to grandstand or talk over us. I felt that they understood us, which was critical if we were to trust the brand strategy and guidebook they created.

What did you find most impressive or unique about this company?

Their patience and accessibility; willingness to listen; and professionalism.

Are there any areas for improvement or something they could have done differently?

No, they were great.

BACKGROUND

Please describe your company and your position there.

I'm the president of a cleaning product brand that primarily sells through ecommerce.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Map & Fire, and what were your goals?

We're embarking on some ambitious growth initiatives and wanted to solidify a few things to help us and to help new employees and contractors we work with in the future. We needed a better understanding of who our customers are, what they care about and are motivated by, and how we can speak to them.

SOLUTION

How did you select this vendor?

Map & Fire was recommended to me by a peer who had worked with them in the past and had a great experience.

Describe the scope of their work in detail, including any steps and the final deliverables.

The deliverable was a brand book. The process to get there was M&F taking the time to learn about us, our history and our values. Then they spend a lot of time interviewing our customers and random members of our target audience. That was followed by working closely with us to document what was learned, refine our values & mission, positioning in the market, UVP's, messaging, etc.

How many people from the vendor's team worked with you, and what were their positions?

Clay (Lead Strategist), Monika (Strategist & Copywriter), and Tracy (Producer)

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The biggest outcome for us has been better clarity as a team, understanding more about what our brand is about and what our customers care about. The results were somewhat surprising to us. It's really changed where we think opportunities exist for our brand and changed how we are going about exploring those opportunities.

t's a little early to say say definitely what the outcomes will be, but I will say that it's changed the way we think and we're more excited about the possibilities to grow than we were previously. We've also been able to use this to more quickly onboard contractors.

Describe their project management style, including communication tools and timeliness.

We had frequent calls, and it felt like progress was being made on a daily basis. While I don't think we rushed the process, we did want to get this done before the start of the new year so we could do a better job of planning initiatives in the coming year.

Map & Fire worked at a quick and steady pace, and we were happy how they were able to stick to the timelines, again, without it feeling rushed. There's a lot about this process that we as a team have to ruminate on, but when we made a decision on something they were always available to discuss it with us, make changes and move forward. We never felt like we were waiting on them, which is a rare feeling with an outside agency of any kind.

What did you find most impressive or unique about this company?

The magic is in Map & Fire's ability to approach what we do from a totally different perspective — one that's informed by customer and market research, and put that perspective down on paper in a way that's easy for anybody to understand. Our team has been working in this company for a long time and we (me especially) start to think we know what the customer needs, we know where the opportunities lie, and we know how to speak to our customers and prospects. It has been invaluable to us to get their perspective.

They're also amazing writers. We were giddy anytime we got fresh copy from them because we knew it was going to blow our socks off and we knew that it would be stuff that would resonate with our customers. We've been so blown away by that that we've continued to work with them on copywriting projects and package redesigning.

Are there any areas for improvement or something they could have done differently?

I really want to be able to give a constructive critique here, but there's honestly nothing that I would have changed about the process. Even the cost of the project, while initially we might have hoped it cost less, there's no question that it was a great value for us.