Case study · Citcon
Bringing cross-border payments from Asia to US merchants
Role · VP Product MarketingSector · Fintech · Cross-border Payments
3x
Headline outcome
qualified merchant pipeline across online, in-store, and B2B segments.
The Challenge
Where we started
- ·Emerging cross-border mobile-payments platform expanding into the US with limited brand awareness.
- ·No structured GTM motion across online, in-store, and B2B merchant segments.
- ·Sales had no consistent narrative, qualification framework, or enablement assets.
The Approach
What we built
- ·Built outcome-led positioning and messaging tailored to online, in-store, and B2B merchant segments.
- ·Hired a team and created a complete sales enablement toolkit: battlecards, one-pagers, pitch decks, and ROI tools.
- ·Stood up demand and content programs aligned to each merchant segment and stage of the buying journey. VoC insights sharpened product-market fit and generated reference inventory.
- ·
The Outcome
What it delivered
- 3xqualified merchant pipeline across segments
- VoCCustomer insights launched to drive product-market fit
- Full-stacksales enablement toolkit shipped end-to-end
- Multi-segmentpositioning for online, in-store, and B2B
More case studies
Explore other engagements
Lenos
Establishing and leading the Event MarTech intelligence category
Event Intelligence
AvidXchange
Repositioning a $2B payments platform
$67M
Alteryx
Reversing declining field sales & turning community and advocacy into category leadership
$170M
Salesforce
Launching new categories into the #1 CRM
$4.7B
Gap Inc. / Old Navy
Revitalizing a $1B retail credit and loyalty program
350%
Visa
Repositioning a global payments leader
6
DIRECTV
Positioning a challenger ISP in the early broadband race
74%