Building Confidence and Consistency in Every Sales Cycle

Challenge

Mercuri had an established marketing organization with solid experience and a strong brand presence. However, their marketing efforts were broad and unfocused, large investments in campaigns often failed to reach the right decision-makers. ROI was difficult to measure, and the connection between marketing and sales remained weak.
 The challenge was not visibility itself, but visibility among the right people, ensuring that their thought leadership and solutions were seen by those with real buying power in order to chose Mercuri in their education.

Solution

With Sid, Mercuri was able to move from broad marketing to precision visibility. Together, we identified the exact accounts and decision-makers that mattered most and built targeted, data-driven campaigns aligned with the sales cycle. Sid’s Always-On setup provided consistent air cover for the sales team — keeping Mercuri visible and trusted among key stakeholders throughout long buying processes.
 The result was a new sense of structure and control: marketing and sales began working in sync, with shared insights, unified targeting, and messaging that directly supported ongoing deals.

Results

Ad spend reduced by over 85%, from 70,000 SEK to 10,000 SEK per month

• Campaign effectiveness increased dramatically, with one of Mercuri’s largest deals in over a decade directly linked to the awareness generated through Sid

• Established a clear ABM structure and stronger alignment between marketing and sales

• Created continuous air cover for sales, ensuring that key stakeholders remained warm and engaged throughout the funnel

• Mercuri has since recommended Sid to several of their clients and partners as a proven tool for strengthening both marketing and sales organizations

“Sid has simplified both my own and my team’s work. Strengthened our understanding of how to collaborate and move forward together, thanks to the platform and the curated work they deliver.”


– Henrik Frohm, Managing Director & COO, Mercuri International

Summary

By shifting from wide-reaching campaigns to focused, data-driven visibility, Mercuri transformed its marketing into a strategic growth engine. Sid became a core part of their commercial toolbox — a reliable layer of air cover that supports sales, builds trust, and keeps the brand top of mind among high-value accounts.