Launching ClearPlans in 90 days, and rewriting the category
A new strategic planning product. A blank GTM canvas. And a target that seemed impossible until it wasn't.
Situation
ClearGov had built a new strategic planning product called ClearPlans and needed it in market fast. Beyond the launch, there was a deeper category problem: ClearGov's ACFR product wasn't resonating. Salesforce data, competitor analysis, and customer conversations revealed that only 30% of the market did ACFR — but 90% of competitors positioned themselves as financial reporting tools.
What I did
Spoke to existing customers, built personas and messaging, and designed the GTM plan with cross-functional leaders.
The insight that shaped everything — ClearPlans is essentially a PM tool for local government. Pitched launching the GTM campaign inside the product itself. Leadership approved. We launched.
Proposed renaming and repositioning the ACFR product to Digital Financial Reporting (DFR) — language the market already used.
Defined a repeatable product launch process for the entire company.
Outcome
- 200+ subscriptions in launch window (highest in company history).
- 82% product adoption rate — 40% above company average.
- Landing page conversion doubled from 6.5% to 13%.
- DFR rebrand drove 25% sales lift and higher customer adoption.