No More Hold Music: AI Launch Shaved 62% Off Time-to-Market

OVERVIEW

Trying to sell a product without strong positioning is like throwing a party but forgetting to send out invitations. You’ve got the perfect playlist, a delectable menu, and a venue ready to impress – yet, without the right buzz, no one’s showing up. 

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THE CHALLENGE

Committing to differentiation with a new AI product and no marketing heads

Thoughtly had something truly special: a unique AI product with real market potential. But with no dedicated marketing lead, execution was inconsistent, and marketing felt like an afterthought. Outbound sales teams worked in silos, struggling to gain traction.

Beyond the lack of a marketing team, they needed a clear go-to-market strategy to guide efforts. Without a structured approach, sales and marketing initiatives would be scattered, making it difficult to build momentum or establish a strong presence in the market.

Compounding the challenge, their AI solution wasn't standing out in an increasingly competitive landscape. In today’s market, AI alone isn’t a differentiator – everyone has it. The absence of a strong product positioning framework meant its unique capabilities weren’t effectively communicated, and GTM efforts were too thinly spread across conventional channels to make an impact. The challenge wasn’t just about promoting AI; it was about defining what made their AI different.

It had the potential to be the best of its kind but, without a cohesive strategy, it risked becoming nothing but a wallflower in a crowded market.

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THE SOLUTION

AI product positioned to the market, powered by an automated sales engine

That’s where Bordeaux & Burgundy stepped in, essentially becoming the expert party planners for Thoughtly’s market debut. Our first move was to make sure the right people got the invite. We didn't want Thoughtly to fade into the background - they were meant to be the main event.

The GTM goal was to get the AI product in front of the right people backed by an automated sales engine that ensured continuous interaction with potential customers.

The message, "Never leave your business on hold," spoke to the universal pain of being placed on hold. Thoughtly’s AI voice agents ensure every call is answered and every follow-up gets actioned. No customer should ever hear hold music again. This message became the voice of a multi-channel marketing launch, spanning podcast ads, direct mail, and out-of-home (OOH) placements, all working together to build awareness and credibility where it mattered most.

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But buzz alone wasn’t enough. Bordeaux & Burgundy ensured that all the interest generated was funneled directly into an automated sales engine, powered by AI. Auto-handling engagement rates and converting active leads into actionable opportunities. 

With a solid GTM approach and a clear market position, Thoughtly’s AI product didn’t just enter the market – it made an entrance.

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THE RESULTS

Launching faster, smarter, more efficiently, shaving 62% off time-to-market

By combining bold positioning with automation, their AI product became the center of attention. 

Thanks to automated engines and supporting advertising, outbound sales efficiency skyrocketed by 535%. Reduced reliance on manual sales efforts, saved $240K in operational costs while boosting efficiency and business growth. 

Bordeaux & Burgundy: Putting hold music creators out of business everywhere. It’s safe to say this launch was anything but forgettable. 

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Are you ready to launch? Or, more likely, are you not ready to launch? Either way, we can help. Let’s get this party started.

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ABOUT THOUGHTLY

Thoughtly is transforming how businesses manage phone calls by enabling the creation and deployment of human-like AI voice agents in just 17 minutes.

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ROI AT A GLANCE

- +535% Outbound efficiency 

- -62% Time to GTM 

- $240K Sales function saving 

- $950K Pipeline growth