Agger Sørensen
Independent marketing consultant. Herning, Denmark.
I help technical companies stop marketing what they can do, and start building what the market actually needs.
Get in touch.- Market clarity
- Branding
- Activities
- Growth
Most companies start with activities. You can choose to do it the right way.
What I do
Strategic consultancy
Market definition, positioning and go-to-market. We decide which customers are worth having before anyone writes a tagline or picks a colour.
Interim marketing leadership
Running the marketing function during a transition. Hiring, priorities, budget and delivery, until the permanent person is in the seat.
Sometimes the market is already settled and the work is running it. That is a shorter conversation.
Working through change
A large part of my work is companies that are preparing for a major change, are in the middle of one, or have just come out of it.
Change ahead
A merger, a new owner, a split, a new strategy. The market question belongs in the plan, not after it.
Change in motion
Marketing keeps running while everything else moves. Priorities, message, customers and deadlines, held together.
Change behind you
The company has changed; its market and its story have not caught up. That is positioning work, and it has a sequence.
Method
Step zero.
Marketing is not step three. But in complex B2B, it often gets treated that way.
By the time marketing gets involved, product, sales and engineering have often already made many of the decisions marketing is expected to communicate. Who the company is for. What it should say. Why the market should care. Marketing is then asked to create visibility around it.
That misses what marketing is supposed to do: create readiness before the sales conversation starts. Instead, marketers spend their energy reverse-engineering those decisions, connecting the dots and trying to turn them into something the market can understand and care about.
The goal is not to make the company louder. It is to create readiness in the market. So when sales opens the conversation, they are not introducing the company from zero. They are continuing a conversation marketing has already started.
Market clarity
Which customers, which segment, and what you actually stand on.
Branding
Identity that finally has something to stand on.
Activities
Go-to-market and growth, built in that order. Colours last.
Podcast series
Markets EngineeredComing soon
The commercial side of complex B2B businesses. Conversations about what it costs when that decision is never made.
Want to know when the first episode is out? Leave your email.
Marketing Starts Before the Marketing
You're Proud of the Technology. Your Customer Doesn't Give a Crap.
Just Because You Can Sell It Doesn’t Mean You Should
Blog
A short note when there is something worth reading. No more than that.
About me
Agger Sørensen
I'm an independent marketing consultant. I work with B2B companies that have a good offering, brilliant people and a confused market.
My background is technical businesses: engineering, energy tech, IT, software. They sell well to the customers they have and guess at the rest. My job is to replace the guesswork with a decision.
Many are also in the middle of change: a merger, new ownership, a new strategy. Ahead of it, in it, or behind it, the market question needs its answer first.
I've sat on both sides of the table, as a consultant and as an in-house marketing manager for most of my working life. Most marketing problems are decided long before marketing is asked.
Three cultures, one address: born and raised in Hungary, Serbian and Croatian family, Denmark where I live and work. It's why companies with international markets typically hire me. Local Danish companies are just as welcome.
Tell me about your market. I'll tell you if I can help.
A short message is enough. You'll get a short answer back: whether there is real ground here to build marketing on, and what I would do first. I reply within two working days.
Some jobs need more than one pair of hands. For the parts I don't do myself, I bring in people I've worked with before — you still deal with me, and I'm the one who answers for the result.