How Mareana Validated its Go-To-Market Strategy by Choosing a True Partner Over a Transactional Agency.
When Brian Haering joined Mareana, an AI-powered manufacturing intelligence platform for life sciences, he was tasked with a monumental challenge: shifting from an outbound sales model that yielded "little success and not a lot of data to work with" to a modern, marketing-led growth (MLG) engine.
He was starting on a "blank slate".
The problem wasn't just technical; it was strategic. How do you build a predictable forecast with zero historical data? And more importantly, how do you find a genuine partner in an industry notorious for the "bait-and-switch," where senior experts sell the vision, only for junior staff to handle the account?. Brian found most agencies "felt so mechanical," focusing on "what's not included in the package" instead of the client's success. He needed a team he could implicitly trust to help him prove the model and win over a skeptical leadership team.
“I really trust Kwery... I trust that they are aligned with me directionally on what we're trying to achieve, and they're working as aggressively as I am to generate the results that they know are important to me because we're joined at the hip in that regard.”
Brian Haering, Director of Go-To-Market, Mareana
Mareana chose Kwery because the approach was different from the start. Instead of a sales pitch, it was a collaborative strategy session focused on building a credible path to success. This established a foundation of trust that was then executed through Kwery’s four-phase Synthesis Approach.
The partnership delivered what Brian set out to achieve: undeniable proof that a marketing-led growth model could work for Mareana.
The most significant outcome was the shift in organizational belief. The initial skepticism was replaced by company-wide buy-in, and the MLG engine is now a core pillar of Mareana's future growth strategy. The foundation of trust built with Kwery allowed Brian to not only launch a new GTM motion but to prove its value with tangible, revenue-backed results.
“It felt very much like an extension of my marketing team as opposed to this service provider that I'm transacting with. Kwery’s posture from the get-go was, 'Here's how we're gonna get you to success.'”
Brian Haering, Director of Go-To-Market, Mareana
You don't need activity. You need profitable outcomes.
Send us your numbers and we will tell you if we can improve them.
