CASE STUDY - TMG

Rebuilding Brand and RevOps For a Microsoft Partner 

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TMG, a leading Microsoft partner with deep expertise in ERP, CRM, and cloud implementations, partnered with Mavenray to modernize its go-to-market foundation.

The engagement spanned a full rebrand, website redevelopment, and the implementation of HubSpot with a seamless integration into Dynamics. Together, these initiatives transformed how TMG attracts, qualifies, and converts new business, setting a new benchmark for how Microsoft partners grow.

Brand was the foundation, not the end game

For TMG, rebranding wasn’t cosmetic, it was structural. Mavenray created a connected platform across brand, CRM, and sales operations that’s now delivering record-level inbound performance.

Challenges

Antiquated Sales Process

The organization relied heavily on an in-person sales process that slowed growth and limited scalability. It also lacked cohesive brand assets, product imagery, and a marketing-first strategy that better showcased its industry expertise and reflected its key markets.

A Small Team Needing to Do More with Less

With a lean marketing and sales organization, TMG needed smarter systems and automation to amplify impact, freeing up time, improving follow-up, and driving growth without adding headcount.

Disconnected Systems and Data

Marketing, sales, and reporting were operating in silos. Without connected systems, it was difficult to see which efforts were driving real revenue.

Outdated Brand

TMG’s identity had fallen behind the sophistication of its Microsoft solutions, making it harder to stand out in a crowded partner ecosystem.

Inconsistent Market Positioning

Messaging and visuals varied across channels, making it harder for prospects to understand what set TMG apart from other Microsoft partners.

Outdated Website and Limited Visibility

Users struggled to engage with the old site. It couldn’t support SEO, campaign tracking, or easy updates, which limited inbound lead generation and overall visibility.

Working with Jon and the Mavenray team was an absolute delight. What started as a rebrand evolved into a complete transformation of our company’s identity. They helped us redefine who we are, refresh our logo and persona, and bring it all to life through a cohesive website. I can’t imagine having done this with another partner.

Judy T. 
CEO, TMG

Mavenray operates like an extension of our team. They’re on top of every detail, proactive, and incredibly organized. The quality of their work is second to none, from strategy through execution. Every piece they deliver connects to a clear outcome, and that’s what sets them apart.

Ken J.
VP of Marketing, TMG

We’ve seen a huge improvement in lead quality and time to close. Deals that used to take months are now closing in weeks. The new site and systems have changed how prospects engage, they’re coming in better informed, more qualified, and ready to move. It’s made our sales process faster and more cost-efficient than ever.

Kevin B.
VP of Sales, TMG
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Solution

Key Projects

  • Rebrand
    Defining a modern identity, messaging framework, and visual system that reflect a leading Microsoft partner.
  • CRM and Analytics Foundation
    Implemented and connected HubSpot with core systems to improve attribution, lifecycle reporting, and pipeline visibility.
  • HubSpot Architecture and Custom Builds
    Built custom modules, templates, and workflows to support campaigns, portals, and self service experiences.
  • Partner Marketplace and Training Portal
    Created a structured destination for partner engagement, enablement, and ongoing learning.
  • Event Growth Engine
    Designed the registration, promotion, and follow up workflows that turned events into qualified conversations

Ongoing Support

  • Team Enablement
    Coached the team to operate HubSpot confidently, including workflows, automation, and reporting.
  • Performance Cadence
    Ran recurring working sessions to review funnel data, prioritize improvements, and keep decisions fast.
  • Vendor Coordination
    Aligned SEO, SEM, and content partners around one plan, shared metrics, and consistent execution.
  • Commercial Operations and Automation
    Maintained and improved lifecycle automation so a small team could scale output without extra headcount.
  • Marketing, Brand, and Sales Enablement Support
    Activated the brand in high visibility moments such as campaigns, events, and announcements, keeping touchpoints consistent.

Key Results

+37%

Increase in focus vertical lead volume

Increase in qualified inbound leads from the priority vertical, driven by clearer targeting, vertical specific offers, and tighter conversion paths across web, campaigns, and forms.

+40%

Increase in focus vertical opportunity size

Average deal size grows in the priority vertical as positioning attracts more complex, higher value engagements and sales materials reinforce value, scope, and confidence earlier in the cycle.

-60%

Opportunity lose rate decrease (from 68% to 27%)

Increase in qualified inbound leads from the priority vertical, driven by clearer targeting, vertical specific offers, and tighter conversion paths across web, campaigns, and forms.

-55%

Opportunity days to close decrease

Increase in qualified inbound leads from the priority vertical, driven by clearer targeting, vertical specific offers, and tighter conversion paths across web, campaigns, and forms.

+43%

Increase in website traffic

Increase in qualified inbound leads from the priority vertical, driven by clearer targeting, vertical specific offers, and tighter conversion paths across web, campaigns, and forms.

TMG Support Team

Jon
Brand & GTM
Shane
Rev Ops
Hector
Design
Nick
Technologist
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