Background: Dog & Pony is a unique service dedicated to optimizing sales decks to help businesses increase their sales efficiency and effectiveness. Their approach involves expert review and actionable feedback to ensure sales presentations are compelling, persuasive, and visually appealing. Leo Morejon was brought in to develop the go-to-market strategy, branding, website, and to contribute to initial sales efforts.

Objective: To establish Dog & Pony as the leading service provider for sales deck optimization, targeting startups, growth-stage companies, agencies, AI companies, early-stage/seed businesses, and sole proprietorships.

Strategy Development:

  1. Market Research and Targeting:
    • Conducted thorough market research to identify pain points related to sales presentations across various business stages and verticals.
    • Defined target customer segments: startups, growth-stage companies, agencies, AI companies, early-stage/seed businesses, and sole proprietorships.
  2. Branding and Positioning:
    • Developed a strong brand identity emphasizing expertise, confidentiality, and actionable feedback.
    • Created a brand voice that resonated with the target audience, focusing on the unique value proposition of enhancing sales presentations to drive business growth.
  3. Website Development:
    • Designed and launched a user-friendly, informative website that clearly communicates the benefits of Dog & Pony’s services.
    • Implemented a straightforward process for users to submit their sales presentations and receive feedback.
    • Featured testimonials and case studies to build credibility and trust.
  4. Sales and Marketing Initiatives:
    • Crafted compelling messaging and content for the website and marketing materials, highlighting the expertise and unique approach of Dog & Pony.
    • Launched targeted email marketing campaigns to generate leads and drive conversions.
    • Developed a content marketing strategy, including blog posts and social media content, to educate potential clients on the importance of optimized sales decks.


  1. Website Launch:
    • The website was launched with a clear call-to-action, encouraging businesses to upload their sales decks for review.
    • Included detailed information about the review process, expert advisers, and the types of businesses served.
  2. Brand Awareness Campaigns:
    • Utilized social media platforms and industry-specific forums to spread awareness about Dog & Pony’s services.
    • Engaged in partnerships and collaborations with industry influencers to broaden reach.
  3. Lead Generation and Conversion:
    • Implemented a lead nurturing strategy through personalized email follow-ups and offers.
    • Provided free resources and tips on optimizing sales decks to attract potential clients.


  • Increased Client Engagement:
    • The clear and compelling website, combined with targeted marketing efforts, led to a significant increase in website traffic and client inquiries.
  • High Conversion Rates:
    • The actionable feedback and expert reviews provided by Dog & Pony resulted in high client satisfaction and repeat business.
  • Brand Recognition:
    • Dog & Pony quickly became known as a go-to resource for businesses looking to improve their sales presentations, thanks to strategic branding and effective marketing campaigns.

Conclusion: The successful development and execution of the go-to-market strategy, branding, and website for Dog & Pony by Leo Morejon significantly contributed to the company’s early success. By focusing on the unique needs of their target audience and providing valuable, expert feedback, Dog & Pony established itself as a leader in sales deck optimization, helping businesses across various industries to sell more effectively.

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