Client Overview: Vedantu, a pioneering edtech firm, was founded with a vision to revolutionize online learning. As a startup in its early days, Vedantu’s founders were deeply involved in all aspects of the business, including marketing. However, they soon realized that dedicating significant time to marketing would divert their focus from scaling and growth.

Challenge: Being a startup with limited resources, Vedantu faced a common challenge: they couldn’t afford to invest in a full-time Chief Marketing Officer (CMO) but needed expert marketing leadership to build and scale their marketing practice. The founders were looking for a solution that would provide them with strategic guidance without the long-term financial commitment of a full-time hire.

Solution: This is where COHIIRE, a Fractional CXO platform, stepped in. COHIIRE connected Vedantu with a highly experienced Fractional CMO in 2015. The Fractional CMO took charge of establishing the Marketing Practice Division at Vedantu, working closely with the founders to align the marketing strategy with the company’s growth objectives.

Implementation

1. Marketing Strategy Development: The Fractional CMO conducted a thorough analysis of Vedantu’s target audience, competitors, and market trends to craft a robust marketing strategy.
2. Team Building: With a focus on long-term growth, the Fractional CMO began building a dedicated marketing team. The process included identifying key roles, hiring the right talent, and setting up processes for seamless collaboration.
3. Brand Positioning: The Fractional CMO worked on refining Vedantu’s brand identity and messaging to resonate with its audience and stand out in the competitive edtech landscape.
4. Integrated Marketing Campaigns: The CMO designed and executed integrated marketing campaigns to boost brand awareness, customer acquisition, and engagement.
5. Sales Function Integration: Recognizing the synergy between marketing and sales, the Fractional CMO collaborated with the sales team to align strategies and ensure a consistent customer journey.

Results: Over a four-year period (2015-2019), the Fractional CMO from COHIIRE played a pivotal role in transforming Vedantu’s marketing and sales functions:

• Team Growth: The marketing and sales teams grew from a founder-led effort to a 50-member strong division.
• Structured Processes: Established scalable processes for campaign management, performance tracking, and team collaboration.
• Brand Recognition: Vedantu’s brand became synonymous with quality online education, helping it capture a significant share of the edtech market.
• Revenue Growth: Strategic marketing initiatives contributed to the company’s accelerated growth trajectory.

Conclusion: By leveraging the expertise of a Fractional CMO from COHIIRE, Vedantu overcame the constraints of a startup budget while accessing top-tier marketing leadership. This partnership not only helped Vedantu set up a robust marketing practice but also laid the foundation for sustained growth and success in the competitive edtech industry.

COHIIRE’s unique Fractional CXO model proved to be a game-changer for Vedantu, showcasing the power of on-demand leadership in driving business transformation.