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I help businesses overcome crises, build sustainable strategies, and grow in any conditions.
About Me
Hello, my name is Anna Ponkratova. I help businesses tackle complex challenges related to crises and implementing marketing strategies.
I have 15 years of experience working in major corporations in marketing and operational planning. I’ve worked with leading international companies such as Boston Scientific, Johnson & Johnson, Sony, and General Motors.
I hold an MBA in International Entrepreneurship, completed the “Finance and Accounting for Managers” course at the Higher School of Economics, and finished the “Sales and Marketing” program at Oxford College of Management.
Services
Business Risk Analysis and Crisis Exit Planning
Marketing Strategy Analysis
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Handling operational, reputational, and organizational crises/risks
Identifying the source of the crisis/risk
Assessing the crisis/risks
Developing an STP model
Product line analysis
Creating marketing funnels for specific customer segments
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SWOT and PESTEL analysis
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Developing a crisis exit plan
Competitor analysis
Marketing strategy development
Case Studies
Case 1: Geopolitical Crisis and Multi-Layered Operational Stress
Client: An international company operating in regions with ongoing geopolitical conflicts.
Challenge: Faced simultaneous political, economic, financial, and organizational crises affecting all business units.
What We Did:
- Ensured the safety and well-being of all company representatives and provided them with the necessary resources.
- Established fast and clear internal communication: set up regular calls and meetings to discuss the current situation, even when information was incomplete.
- Organized continuous monitoring of the situation using both open and closed sources.
Result:
- Built a new crisis management model within just a few days.
- Ensured transparent communication and coordination across regions.
- Reduced operational risks by reallocating portfolios and providing targeted support to key clients.
Case 2: Transition to a New Product with Long Registration
Client: A manufacturer of high-tech B2B solutions combining hardware and software.
Challenge: Risk of losing revenue and market share due to switching to a new product version (1.5 years of registration) and increasing costs of the old version.
Challenge: Risk of losing revenue and market share due to switching to a new product version (1.5 years of registration) and increasing costs of the old version.
Solution:
- Implemented daily inventory control in collaboration with the partner.
- Promoted an alternative product line.
- Negotiated with new partners and restructured the organizational framework.
Case 3: Chaos from Frequent Leadership Changes
Client: A B2B company with declining sales and disconnected departments.
Challenge: Lack of alignment, KPIs, and strategic vision due to CEO turnover every 1–1.5 years.
Challenge: Lack of alignment, KPIs, and strategic vision due to CEO turnover every 1–1.5 years.
Solution:
Outcome: Achieved monthly sales growth of 8–15%, gained 4% additional market share, and enabled team autonomy even in the absence of a CEO.
- Conducted in-depth interviews with the team.
- Held workshops for top management to align goals and priorities.
- Launched cross-functional projects and reassessed the product portfolio.
Outcome: Achieved monthly sales growth of 8–15%, gained 4% additional market share, and enabled team autonomy even in the absence of a CEO.
Case 4: Breaking Through the $5M Plateau
Client: A company with a strong product but strict budget constraints.
Challenge: Inability to scale due to spending and hiring limits.
Challenge: Inability to scale due to spending and hiring limits.
Solution:
Outcome: Achieved 25–30% annual sales growth for four consecutive years and entered new markets even during the pandemic.
- Built an alliance with 24 partners across 28 countries.
- Redistributed responsibilities between sales and marketing teams.
- Lobbied HQ for policy changes to enable growth.
Outcome: Achieved 25–30% annual sales growth for four consecutive years and entered new markets even during the pandemic.
Case 5: Building Medical Communities Instead of Hosting Conferences
Client: A B2B company working with medical researchers.
Challenge: Lost direct client engagement due to the cancellation of offline events.
Challenge: Lost direct client engagement due to the cancellation of offline events.
Solution:
- Launched a nine-month online engagement program.
- Focused on knowledge-sharing and fostering two-way feedback with clients.
