From Regional Solution to Industry Leader: Cerkl’s 1760% Client Growth in Internal Communications
Background When I joined Cerkl as employee #3 and Marketing Director, the company was a regional email solution provider with a small, localized client base. While we were meeting our customers’ needs, it was clear that to scale and compete on a national level, we needed to focus on a specific market with greater growth potential.
The Pivot to Internal Communications Software
Problem:
In 2018, our growth plateaued as regional email solutions faced increased competition from larger, more generalized platforms. While working with a local client, we saw early signs of success in the internal communications space—a niche with underserved needs and significant opportunity for innovation.
Solution:
Recognizing the potential, we made the strategic decision in 2018 to pivot our focus entirely to internal communications software. This bold move required aligning the entire organization around this new vision. Later that year, I transitioned into a product leadership role to spearhead this shift, driving innovation and customer-centric strategies across the board.
Driving Innovation with a Lean Team
Unified Focus:
As a lean team, we prioritized cross-functional collaboration, breaking down silos between marketing, product development, and customer success. This united approach enabled us to:
- Gather real-time feedback from clients to inform product decisions.
- Rapidly iterate on features that addressed the specific pain points of internal communications professionals.
- Develop a cohesive go-to-market strategy that highlighted our unique value proposition.
Key Innovations:
- Personalization at Scale: Introduced advanced features that allowed internal comms teams to tailor messaging to diverse employee segments effortlessly.
- Simplified User Experience: Focused on creating intuitive tools that reduced friction for non-technical users, making it easier for them to adopt and advocate for our platform.
- Data-Driven Insights: Built robust analytics capabilities that provided clients with actionable insights into employee engagement and communication effectiveness.
Results: 1760% Growth in Internal Communications Clients
Transformational Impact:
Over six years, our shift to internal communications software and focus on customer-centric innovation led to a staggering 1760% growth in the number of internal comms clients using Cerkl. This transformation cemented our position as a trusted partner for organizations seeking cutting-edge solutions for employee engagement and communication.
Key Metrics:
- Expanded our client base from a regional presence to a national leader in internal communications software.
- Achieved sustained growth by prioritizing the needs of our target industries.
- Maintained high client retention rates through continuous product improvements driven by user feedback.
Leadership Lessons and Takeaways
This experience highlighted several key principles of effective product leadership:
- Visionary Pivoting: Recognizing when and how to pivot a product focus is critical to unlocking new growth opportunities.
- Customer-Centric Innovation: Building features that directly address user pain points leads to better adoption and stronger client relationships.
- Cross-Functional Alignment: A united organizational focus ensures faster execution and greater impact, even with limited resources.
By leading this transformation at Cerkl, I demonstrated my ability to:
- Navigate complex transitions with clarity and purpose.
- Drive exponential growth through bold, strategic decision-making.
- Inspire teams to rally around a shared vision and deliver exceptional results.
Today, Cerkl stands as a testament to the power of innovation, customer focus, and unified teamwork in achieving remarkable growth.
Rachel Folz 