At Trapeze Group, the marketing team supporting Workforce Management and RISC (Risk, Incident & Safety Compliance) solutions faced a challenge shared by many modern organizations: demand for high-impact content was growing faster than internal resources could scale.
Led by Marketing Manager Danna Coulter and supported by content strategist Joyce Fernandez, the team wasn’t struggling because of a lack of skill or effort. They were already operating efficiently — but their ambitions outpaced the manual tools and processes they had available.
Recognizing that traditional methods weren’t enough to meet business demands, Trapeze adopted a tools-first strategy, championed at the executive level. This wasn’t about replacing people; it was about amplifying their expertise. With that mindset, they turned to the Fusion™ Marketing Communications Suite, a transformative decision that elevated their work, their value, and their influence across the organization.
From Execution to Orchestration: A New Role for Marketing
For Danna Coulter, adopting Fusion™ tools wasn’t just a tactical move – it was a strategic pivot in how her team operated.
“With Fusion tools, we moved from constantly reacting to becoming the orchestrators of our work,” Danna explained. “We’re delivering faster, producing better content, and doing it more efficiently than ever before. It’s not about working harder – it’s about working smarter.”
This new model allowed Danna and Joyce to shift focus from execution to strategy. Fusion tools took on the heavy lifting of planning, ideation, and content development, allowing the team to invest their energy in higher-value activities: collaborating with sales, refining messaging, and driving strategic initiatives.
Six Months In: A Check-In on Results
Six months after adopting the Fusion Marketing Communications Suite, the transformation is undeniable:
- Content creation accelerated by 50% to 75%.
- Drafts arrive 70–80% complete, allowing for more time to reflect.
- By mid-2025, the team had already produced as much content as in all of 2024.
- Faster response to content needs has strengthened sales and marketing alignment.
Joyce Fernandez shared how the tools broke the cycle of blank-page paralysis. Starting with transcripts, she used Fusion™ WRITER and Fusion™ EXECUTIVE EDGE to produce polished first drafts in record time. What used to take days now takes hours, and the quality hasn’t just kept pace; it’s improved.
The Tools Behind the Transformation
Trapeze didn’t just use Fusion tools; they made them integral to their workflow:
- Fusion™ MARCOM PLANNER: Became the backbone of their 2025 marketing plan, ensuring no strategic element was overlooked.
- Fusion™ FOCUS GROUP and Fusion™ SENTIMENT ANALYST: Enabled pre-testing of messaging, allowing the team to refine campaigns before launch. Fusion FOCUS GROUP was a top 10 winning idea for the 2024 Quadrants AI Innovation Challenge.
- Fusion™ WRITER’S VOICE: Used to ghostwrite thought leadership content in the authentic voices of executives—speeding approvals and increasing market credibility.
- Fusion™ EXECUTIVE EDGE: Provided structured, executive-level content strategies that aligned perfectly with business goals.
- Fusion™ WRITER: Accelerated content creation from idea to near-finished draft.
These tools instilled structured best practices into every stage of the marketing process. Fusion tools incorporate decades of B2B marketing and sales experience, and they engage you in natural conversations to get to the results you want.
Empowering Sales and Marketing Collaboration
A standout example of Fusion tools’ value-added, above and beyond content creation, is in building critical working relationships by lowering the barriers to collaboration.
Rather than working in silos, Joyce used Fusion tools to facilitate her collaboration with a frontline sales professional. They worked together to develop content for a campaign focused on sign-in terminals, a critical solution area for Trapeze.
The sales lead was highly engaged in the process, and the blog post attribution was given to them, creating immediate ownership and, most importantly, enhanced credibility with their accounts.
Not only did the Fusion tools facilitate collaborative content development, but they also made it possible for the review cycles to go more smoothly, and for the sales team to engage their accounts with greater authority.
“We’re not just creating more content,” Danna observed. “We’re creating content that connects—and the tools have enabled us to collaborate with sales in a way that simply wasn’t possible before.”
Scaling Ideas, Elevating Impact
Fusion tools didn’t just help the team work faster; they helped them think bigger.
Danna leaned on Fusion MARCOM PLANNER to structure and update the team’s marketing communications plan, something she acknowledged would have been impossible to do as effectively without the tool. Its comprehensive framework gave her confidence that no critical elements were missed.
Both Danna and Joyce also used Fusion tools to generate and evolve content ideas. One webinar transcript could now become multiple deliverables: field battlecards, sales collateral, an email drip campaign, a series of social posts, a customer-facing thought leadership piece, and more.
“Fusion tools put marketers in control of their productivity,” Danna shared. “They give us the framework and confidence to lead, not just execute.”
A Force Multiplier for Leadership
Perhaps the most compelling insight from Danna Coulter was how Fusion tools changed her approach to team leadership.
“With the tools handling much of the execution work, I can focus on cross-functional collaboration, talking to customers, strategic planning, and developing unique value propositions,” she said. “This isn’t about replacing people; it’s about amplifying our value.”
Danna noted that if given the choice between hiring an additional team member or investing in the Fusion tools, she would choose the tools. Not because they replace talent, but because they elevate the entire team’s performance.
Executive Support and a Vision for the Future
General Manager Tim Bigwood offered his perspective:
I drove organizational buy-in for this AI-accelerated approach to help my team and other teams flourish. The Fusion Syndicate is more than just marketing – they brought us tools that helped unclog the sales pipeline with thorough analysis and actionable recommendations, and they empowered our teams to operate at a new level. GenAI is impressive, but Fusion tools bring it to life for an enterprise like ours.”
Danna recently shared the team’s successes during an internal AI presentation that drew attention from managers and executives across the parent organization. Interest in the tools is growing, and it’s only a matter of time before their successful use expands across other business units.
The Next Chapter: Only the Beginning
Six months in, the Tools-First approach showed real value. With minimal learning curves, Trapeze Group has transformed its marketing operations, accelerating output while simultaneously improving content quality. But the journey is just beginning.
With The Fusion Syndicate as a strategic partner, Trapeze is exploring ways to streamline workflows further, reduce review bottlenecks, and expand the use of Fusion tools across the business.
The goal? Not just to get work done—but to bring every player onto the same page, rowing in the same direction, toward shared business success.
And if the last six months are any indication, the future looks bright.
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