Position to Win
Sharper positioning for US brands
We sharpened AGI’s positioning and executive-level messaging so it creates urgency with CPG leaders, not just awareness.
Built on
Urgency
Results · AGI
Consumer packaged goodsFrom relationship-dependent growth to a predictable revenue system
Swivel installed a complete revenue system across positioning, demand generation, business development and sales enablement, so interest from CPG executives turns into sales conversations.
A personalized report prepared for one target brand, part of AGI’s account-level outreach.
$4.5M+pipeline generated
50+leads and meetings
989high-fit executive connections activated
The challenge
AGI had decades of credibility. In the US, growth was inconsistent.
AGI had deep relationships and a long track record, but revenue growth in the US depended on who already knew them. They needed more than activity.
They needed a system that:
- Clarified their positioning for US CPG brands
- Created urgency and demand, not just awareness
- Consistently turned interest from CPG executives into sales conversations
How Swivel helped
It started with how CPG executives choose a partner.
Before any campaign went live, we mapped the brands and senior leaders AGI wanted to reach and what would make them take a meeting.
989high-fit executive connections identified and activated
Namedhigh-value brands for account-level outreach
1 systemaround AGI’s sales process
Three things we learned shaped everything after.
Awareness isn’t enough.
Executives already know the category. They move when they see what falling behind is costing them.
Senior leaders respond to people, not campaigns.
A relevant, personal note about their business opens doors a cold sequence can’t.
Meetings need a clear revenue story.
To turn a meeting into pipeline, every deck has to tie to the buyer’s revenue.
Three ways to see it
Four pillars, built on what we learned.
Built on
UrgencyPersonal touchProof of impact
Demand Gen
Demand gen and account-level activation
Buyer-centric guides, web content and targeted paid media create urgency. For high-value brands and senior leaders, coordinated account-based touches included targeted ads, personalized assets and executive-level pattern interruption.
- Guides like 9 Ways You’re Falling Behind and 7 Critical Supplier Mistakes
- Personalized reports prepared for named target brands
- Targeted paid media for CPG executives
Built on
UrgencyPersonal touch
Human-Centric BD
Business development that isn’t cold outreach
A structured, human-centric outreach motion engaged inbound and outbound leads 1:1 with personalized messages to executives.
Built on
Personal touch
A 1:1 note from AGI’s leadershipCongrats on their news
Hi first name, saw your post about new retail placement. Congratulations! What other retailers are you trying to grow with right now?
Sales Enablement
Sales enablement to close deals
Trade show outreach joined the broader system, buyer-specific sales decks tie directly to revenue impact, and optimized sales tech keeps follow-up structured with full visibility.
Built on
Proof of impact
Sales enablementDecks built for each buyer
Buyer-specific sales decks tied directly to revenue impact, with structured follow-up after every meeting.
Buyer-specific decksTrade show outreachFull visibility
How it worked together
Each piece made the next one work.
- Learn Who to reach 989 high-fit executives and named brands.
- Say it One message Positioning that creates urgency.
- Reach Content and ABM Guides, paid media and personalized assets.
- Connect 1:1 outreach Executives engaged personally, not cold.
- Result $4.5M+ pipeline 50+ leads and meetings.
Feeds back: What executives say in meetings goes back into the message, the assets and the decks.
“They helped us sharpen positioning and build a structured demand and outreach system around our sales process. There’s real relief in seeing meetings show up on the calendar with logos we hadn’t previously been able to reach.”Matt Parry, Managing Director and VP, US, AGI
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The whole story in one PDF: the challenge, the system Swivel built across all four pillars, and what changed in pipeline and meetings.
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