Lattice Publishing Increases Deal Size 10x and Closes $180K Retainer with Targeted Outbound Strategy
Client: Lattice Publishing
Engagement Focus: Executive Messaging Strategy, Outbound Campaign Development, Sales Enablement, and Deal Acceleration
Executive Summary
Lattice Publishing engaged Marquee Project to reposition its offer, sharpen executive-level messaging, and build a targeted outbound strategy designed to attract higher-value clients.
The objectives were clear:
- Identify executive-level pain points
- Refine positioning and messaging
- Launch a targeted outbound campaign
- Upgrade sales collateral
- Increase average deal size
The results:
- 60% email open rates
- 20% reply rates
- Closed a $180,000 client retainer
- 10x increase over previous Average Selling Price (ASP)
The Challenge
Lattice Publishing had strong capabilities but struggled with:
- Messaging that resonated with executives
- Differentiation at the C-suite level
- Consistent outbound engagement
- Larger enterprise-level deal sizes
Their previous deals were transactional and significantly smaller in value.
To scale revenue, they needed to:
- Speak to executive priorities, not features
- Create urgency around business outcomes
- Position themselves as a strategic partner rather than a vendor
The Strategy
1. Executive-Level Pain Point Identification
Marquee Project conducted positioning workshops to identify:
- Revenue growth challenges
- Pipeline inconsistency
- Brand authority gaps
- Customer acquisition cost concerns
- Market differentiation pressures
We reframed Lattice Publishing’s offering around executive outcomes:
- Revenue acceleration
- Market positioning
- Thought leadership authority
- Enterprise credibility
This repositioning shifted the conversation from service delivery to strategic business impact.
2. High-Impact Outbound Campaign
We designed and launched a targeted outbound campaign built around:
- Personalized executive messaging
- Clear value-driven subject lines
- Outcome-focused body copy
- Strategic follow-up cadence
Performance Results:
- 60% Open Rate (well above industry average of ~20–30%)
- 20% Reply Rate (4–5x industry benchmark)
The campaign resonated because it addressed real executive pain points, not generic
marketing copy
“The response rate alone validated that we were finally speaking the language of decision-makers.”
— Founder, Lattice Publishing
3. Sales Enablement Overhaul
To support enterprise-level conversations, Marquee Project created:
- A new executive pitch deck
- A concise one-pager
- A professionally structured proposal template
The new materials:
- Focused on outcomes over features
- Highlighted ROI and strategic impact
- Elevated perceived value
- Positioned pricing confidently
“Our previous materials explained what we did. The new assets explained why it mattered.”
— Head of Business Development
The Breakthrough Deal
Using the new messaging, outbound strategy, and sales materials, Lattice Publishing closed:
$180,000 Client Retainer
Representing a 10x increase over previous ASP
This deal was not only larger in value but also positioned Lattice as a long-term strategic partner rather than a short-term vendor.
“This wasn’t just a bigger deal. It changed how we see ourselves in the market.”
— Founder, Lattice Publishing
Results Snapshot
- 60% open rates
- 20% reply rates
- $180K retainer closed
- 10x increase in Average Selling Price
- Elevated executive positioning
- Stronger enterprise credibility
Why It Worked
Marquee Project focused on three core principles:
- Executive-level messaging clarity
- Strategic outbound precision
- Sales material alignment with value
The combination of clear positioning and data-backed outreach created momentum that directly translated into revenue growth.
Strategic Impact
Lattice Publishing transitioned from:
Transactional service provider
→ Strategic partner
Small deals
→ Enterprise retainers
Feature-based messaging
→ Outcome-driven conversations
This engagement proved that when messaging aligns with executive priorities, revenue
expansion follows.
