Building an SMB segment from zero
Everlance Business had no dedicated SMB motion. No messaging. No sales tools. No playbook. I built all of it.
Situation
When I joined Motus in September 2025, the Everlance Business SMB segment had no dedicated GTM motion. No messaging framework. No sales assets. No defined positioning against competitors. The commercial team was selling to enterprise accounts using assets that didn't speak to the 5–39 driver segment at all.
What I did
Conducted competitive analysis of 12+ mileage and reimbursement competitors to understand how the SMB market was being addressed.
Built a comprehensive SMB messaging framework from scratch — value propositions, objection handling, sales narrative, and FAVR-specific positioning for accounts with 5–39 drivers.
Designed and built ROI and website calculators piloted with 5 account executives.
Ran a "$100 budget allocation" exercise with 8 AEs to prioritize which collateral they actually needed — drove alignment fast and gave the team ownership over the outcome.
Built an AI demo prototype using AI-generated trip scenarios so sales could customize every demo for each prospect in real time.
Outcome
- Messaging framework actively used by the commercial team.
- ROI calculator became the sales team's #1 tool.
- AI demo prototype solved a problem leadership had been trying to crack for months.