Tempo Software
Brand and content strategy | AEO/GEO | Executive thought leadership | PR | Rebrand and repositioning | AI-powered content ops | Team leadership
THE BRIEF
For those that had heard of Tempo, they thought of a single product: Timesheets. Other products in the portfolio (which had grown significantly through acquisition) were known as standalone apps. In order to land more upper mid-market and larger clients, the brand needed to evolve as products were integrated into a platform.
Tempo’s brand needed a new centre of gravity, and the market needed a reason to believe Tempo owned Strategic Portfolio Management before someone else claimed it first.
THE WORK
Led the rebrand and repositioning into SPM, working the narrative from the executive team outward so product marketing, sales, and comms were all telling the same story rather than three versions of it. Built the content engine to match: web build (migrated several sites over to Tempo core), quarterly campaign playbooks, editorial governance, and a production system that could actually hold up at $250M ARR scale.
Sat on the executive AI Leadership Team, building the internal AI workflows that let the team increase output without the quality slipping – the unglamorous work of making sure “faster” didn’t mean “worse.” Conceived and shipped the State of SPM report from research design through distribution, and ghostwrote the executive bylines that took the argument to Forbes, CSO, and DevOps Digest.
As the platform became more of a viable option for enterprise, the alignment with the partner ecosystem became even more vital. Working alongside field marketing, I led the positioning and content for the ‘RKO’ (rev kick off), ensuring the CRO’s vision for her org, and the partner ecosystem, was realised during the event and beyond.
WHAT MOVED
SPM became how the market and the internal teams actually referred to the company, not a line in a positioning deck. More enterprise deals and easier cross-selling drove an almost 150% increase in revenue over the three years I was with the business. Atlassian recognising Tempo as Enterprise Partner of the Year two years running was validation that our work was landing where it counted.
While most SaaS traffic got hammered as more people started using LLMs, Tempo’s grew. This is thanks to effective SEO strategy, successful AEO experimentation, and ramping up our content production with new technologies and workflows (e.g. AirOps, Claude, n8n).
State of SPM became the reference asset – the thing sales, PR, and demand gen kept pulling into other work, rather than something that ran once and got archived. In addition to being vital for the repositioning, it also drove hundreds of leads for the BDRs to chase up.
The majority of large deals are orchestrated by a partner. The consistent story, across all channels and assets, told and retold by Tempo’s sales team and partners, ensures these deals land.
PROOF
20+ SPM focused earned media
X2 Enterprise Atlassian Partner of the Year and Title Sponsor of Team
X3 LinkedIn followers
Revenue from $100M to $247M ARR