Brand Consulting
Challenge: Lubin Lawrence needed system architecture and creative strategy to scale acquisition across B2B and B2C markets, close the gaps in their conversion funnel, and turn pipeline data into decision science. I was tasked with execution of this vision, working directly under the supervision of Managing Partners, Barbara Lawrence and Larry Lubin; experts in qualitative and quantitative research.
Client: LUBIN LAWRENCE INC.
Industry: Management Consulting & Brand Strategy
Solutions Delivered
CRM & Data Infrastructure: Designed and deployed a high-performance CRM system for a 2,000+ stakeholder network — complete with KPI modeling that surfaced conversion bottlenecks previously invisible to leadership and reduced funnel drop-off by 19%.
Market Intelligence & Go-to-Market Strategy: Led 25+ in-depth interviews and quantitative studies, translating marketplace signals into evidence-based GTM frameworks that compressed client expansion timelines and reduced the guesswork from entering new markets.
Pipeline Synchronization: Built multi-channel outbound systems that aligned sales and marketing into a single, coherent motion — cutting average lead-to-mandate conversion time by 37% and directly driving the acquisition of high-value consulting contracts.
Impact
Conversion Efficiency: Lifted conversion rates 20–41% across client engagements by identifying and eliminating critical friction points across the digital customer journey; consistently outperforming industry benchmarks for CRM-driven conversion optimization.
Strategic Decision-Making: Translated complex market insights from 25+ IDIs and quantitative studies into actionable expansion roadmaps, enabling clients to enter new markets with evidence-based confidence and measurably shorter decision cycles.
Operational Velocity: Streamlined the lead conversion pipeline, reducing time-to-mandate by over a third and significantly expanding the firm's capacity to close high-value consulting engagements.
"He embraces new challenges with ease, fueled by a genuine interest in the intersection of technology and society. An impressive entrepreneur by nature, Johaan’s collaboration adds significant value to our branding-focused consulting projects."