01
Project Overview
The path to purchase a CLM is often obstructed by technical complexity and fragmented stakeholder requirements. The goal was to move beyond the traditional marketing whitepaper and create a definitive resource for internal champions to build a coherent business case for multi-departmental buy-in. This also needed to work as a physical asset at events.
Using data visualization and motion to highlight key insights and guide understanding.
02
Design Approach
Contracting has evolved from manual and fragile to elegant and powerful. I introduced the butterfly as a central motif to visualize this category transformation. This wes rendered with a textured, archival quality to signify maturity and permanence.
The layout was designed to be modular, allowing stakeholders to jump between high-level executive summaries and granular evaluation checklists. I used sophisticated typography, active whitespace, and a rigorous grid system to manage cognitive load and ensure accessibility. All components, chart treatments, and typographic scales were documented to ensure consistency across future assets.
03
Enablement
This guide became a core part of the sales enablement toolkit. It functions as a strategic lever shifting the sales conversation from a product pitch to a guided evaluation and reducing the friction associated with enterprise buy-in.
60+
GTM Buddy downloads and shares in month 1
800+
Physical copies taken at events
