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I help B2B businesses build a sustainable marketing strategy and grow in volatile environment.
About Me
Hello, my name is Anna Ponkratova. I help B2B companies build a clear strategy on high-volatility markets.
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 and completed the “Finance and Accounting for Managers” course at the Higher School of Economics.
Services & Fees
diagnostic
Strategy sprint
Fractional marketing lead for Medtech
- 60-90 min strategy session (video call)
- Assessment of the current business, product & market situation
- Review of existing marketing and commercial activities
- Identification of key risks and growth opportunities
- Written assessment with prioritized recommendations
- Clear 30/60/90 days action plan
- 1-8 weeks project engagement with clear deliverables
- Market development plan/ sizing & segmentation
- Portfolio strategy
- Competitive analysis & postitioning
- Customer development plan
- KOL mapping + engagement recommendations
- GTM strategy
- Value proposition, refinement & messaging
- 6 months marketing roadmap
- 1-6 months engagement with predefined objectives
- Ongoing strategic marketing leadership without hiring a full-time executive
- Comprehensive marketing strategy
- GTM execution
- Annual Operational Plan
- Portfolio Management
- Market expansion strategy
- Cross-functional leadership
- KOL engagement strategy
- Team coaching & mentoring
- Market insights / distributors guidance
- 1-3 years strategic marketing plan
Starting at $950
Starting at $5000
Starting $10 000
Cases
Geopolitical Crisis and Multi-Layered Operational Stress
Client: An international company operating in regions with ongoing geopolitical conflicts.
Problem: Faced simultaneous political, economic, financial, and organizational crises affecting all business units.
Solution:
- 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.
Transition to a New Product with Long Registration
Client: A manufacturer of high-tech B2B solutions combining hardware and software.
Problem: 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.
Problem: 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:
Result: Maintained profitability (only -10% below target), retained loyal clients, and automated key processes.
- Implemented daily inventory control in collaboration with the partner.
- Promoted an alternative product line.
- Negotiated with new partners and restructured the organizational framework.
Result: Maintained profitability (only -10% below target), retained loyal clients, and automated key processes.
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.
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.
Building Medical Communities Instead of Hosting Conferences
Client: A B2B company working with medical researchers.
Problem: Lost direct client engagement due to the cancellation of offline events.
Problem: Lost direct client engagement due to the cancellation of offline events.
Solution:
Result: Secured 60% market share in a key country, expanded into nine new markets, and became a growth driver for the European region.
- Launched a nine-month online engagement program.
- Focused on knowledge-sharing and fostering two-way feedback with clients.
Result: Secured 60% market share in a key country, expanded into nine new markets, and became a growth driver for the European region.
