DAL Automation


To position a start-up software company as the world leader in automation systems for multichannel broadcasters and to keep it there.


Reduced marketing cost by acting as a freelance marketing director in collaboration with the marketing department.★ Sales substantially over targets ★ Reduced the cost of sales by careful marketing alignment ★ Dramatically increased editorial coverage in trade press. Successful positioning of the company as a value added supplier rather than as a product shifter.


The first three years trading included sales to the largest European multichannel broadcasters BSkyB (UK) and Nethold (Holland) as well as many large European orders. Sales consistently exceeded the targets by a substantial degree worldwide; the company became the leader in its field. Three North American offices were opened. ★ The company’s turnover exceeded £30 million and the company was successfully sold to a US organization.

Area of critical contribution

Increase in market share