Context
Mark Allen Group’s Digital Resources portfolio serves institutional buyers across specialist markets. The commercial challenge was not a single launch. It was connecting positioning, acquisition, activation, and renewal across a complex portfolio.
Signal
Customer behaviour and portfolio performance showed where the journey was breaking down: product value was not always clear at the point of discovery, authenticated access created friction, and renewal risk was difficult to see early enough.
Decision
I treated the portfolio as a connected revenue system. I brought customer evidence into positioning and go-to-market decisions, equipped sales teams for institutional conversations, and made activation and retention measurable parts of product marketing.
Work
- Led go-to-market work across five digital product categories.
- Refined subscription packaging and enablement for institutional buyers.
- Negotiated a ResearchGate integration for authenticated research access.
- Repositioned product and portfolio pages across more than 80 properties.
- Built AI-assisted competitive intelligence covering 19 competitors.
- Built a renewal prediction engine scoring more than 1,000 B2B subscriptions by churn risk.
Outcome
- Grew B2B subscription ARR by 6.7% to £2.3m and expanded into three international markets.
- Increased average contract value by 47%.
- Increased authenticated research access by 32% while reducing cost per activation by 23%.
- Increased high-value collection page views by 52%.
- Generated £30k in accrued revenue through the BJN Inform campaign, which won Mark Allen’s Campaign of the Year in 2024.
What this demonstrates
This work shows how I connect portfolio positioning, activation, enablement, and renewal to commercial accountability.