Executive Marketing Positions

  • President, Marketwerks
  • President, DeliveryStation
  • CMO, Wickes
  • Region GM, GE


Education

  • MBA, Amos Tuck School of Business Administration, Dartmouth College
  • BA in Economics, University of Maine

Specialties

  • Pricing
  • Value Messaging
  • Go-To-Market Strategy
  • B2B Growth Strategies
  • New Market Identification
  • Product Development and Management
  • Product and Services Mix Assessment

How Bob Can Grow Your Business

  • Equipping and supporting sales teams with a compelling answer to “Why buy from your company?”
  • Messaging that gets your value recognized by prospects and customers
  • Defending against pricing pressure
  • Pricing to get paid for hidden value
  • Developing differentiation
  • Expanding market opportunities

Success Stories

  • Helped a value added tech reseller to decouple its margins from Cost of Goods Sold, with an expected $1 million in margin improvement annually.
  • Created a value story and found new markets for a precision components manufacturer, which led to landing a Fortune 100 customer.
  • Developed changes to terms of sale and pricing that achieved over $2 million of annual recurring profit improvement for an electronics manufacturer.
  • Created a new value and pricing strategy for a distributor, arresting a trend of eroding margins and boosting enterprise value before its acquisition by a major corporation.
  • Researched new markets for a service parts business, developed a value story and selling tools, and opened multi-million contract discussions with two Fortune 500 prospects.

Bob Sherlock Biography

Bob Sherlock is a sought-after strategic, creative marketer with several decades in B2B and consumer durables marketing, entrepreneurship, and marketing consulting. Sherlock is often called upon by executives of manufacturing and B2B services companies when their sales teams lack a compelling answer to the question: “Why should I buy your solution from you—especially when you’re more expensive?”

Sherlock helps companies put their sales teams in a strong position to avoid or fight off customer pressure on price, by:

  • Equipping and training sales teams with persuasive value messaging, and marcom that attracts the right customers.
  • Building value into companies’ pricing methods—identifying and pricing hidden value that’s free or underpriced.
  • Escaping an unfavorable position in a commoditizing market, by discovering and implementing the simplest changes needed to revitalize their business model. 

Sherlock’s experience includes consulting at Marketwerks and The ProAction Group, and founding and running a venture-funded logistics service provider operating a network of automated, unmanned delivery drop points. Previously, Sherlock served as CMO for Wickes Inc., an $850 million distributor and retailer of building materials. 

Sherlock started his career at General Electric in its consumer durables business. He spent a year on GE’s corporate marketing staff, then moved to the industrial side of GE in marketing roles and running GE Supply’s sales and distribution operations in the northwestern U.S.

Sherlock is particularly adept at working with manufacturers of components, assemblies and other inputs to OEMs, as well as with products and services that relate to energy production, distribution, and use.

Bob has an MBA from Dartmouth’s Amos Tuck School of Business Administration and a BA in Economics from the University of Maine.  He is the author of Daring Caution: The Executive’s Guide to Pricing Improvement.


References

“We have top-notch technical and production capabilities, and have leading corporations for customers.  But we didn’t have a clear, compelling story that we could take out to new prospects and communicate to new markets.  Bob helped us develop our story and structure an effective marketing and sales effort to help us grow.”

Chuck Passarelli, CEO, Veridiam

 

“We asked Bob to help us define a strategy to double or triple our sales in five years.  He showed us an exciting way to differentiate our company in our customers’ and prospects’ eyes, and gave us a clear plan that we can implement.”

Doug Zwiener, CEO, Mechanical Power

 

“Bob helped us develop and implement our firm’s marketing strategy. His work was very thorough and completed on time. We found his work to be an excellent valve for our international start-up company. In addition to the agreed scope of the engagement, Bob also offered suggestions on other aspects of our business that saved us a lot of time and significant money.”    

Jim Waite, Managing Director, Ops Asia