How a market-back mindset spawned new paths to growth and customer preference

The Company

Portacool is the leading manufacturer of portable evaporative cooling equipment. With an excellent reputation for product quality and customer service, Portacool has built a multinational network of distributors and is dedicated to serving customers in commercial, industrial and agriculture markets.

The Challenge

New ownership triggered new management and the need for a growth plan. Portacool engaged Dorn for assistance in charting the path to growth, operationalizing the growth plan and enabling internal resources to continually optimize performance.

Evolution To Growth

Dorn started by getting the Portacool leadership team to align efforts on a common vision for growth. A market-back analysis identified new growth opportunities and a compelling way to deliver additional customer value. With a high degree of clarity, the growth vision was embraced by product, marketing and sales leaders to define a new go-to-market strategy that would evolve the Portacool brand to command customer preference. The Go-to-market program components included:

Product Strategy

  • Voice of customer
  • Product lifecycle and assortment
  • Pricing
  • Trade dress
  • New product launch commercialization

Marketing Strategy

  • Market research and strategy
  • Brand architecture and strategy
  • Visual brand language
  • Demand generation
  • Website and ‘Where to Buy’ engine
  • Marketing automation
  • Content marketing
  • Event marketing
  • In-store marketing
  • Analytics and dashboarding

Sales Strategy

  • Sales enablement (direct and channel)
  • Channel strategy
  • CRM integration and training
  • Lead management


Because Portacool was able to clearly identify and prioritize its sources of growth, they were able to execute with confidence and precision. The new go-to-market strategy has yielded record revenue and EBITDA growth for two consecutive years. It has provided a foundation of processes, systems and habits for the product, marketing and sales teams to consistently outperform market conditions. The go to market approach continues to be implemented and optimized by internal resources at Portacool.

Growth In Action

“Dorn helped us align our teams and activities to effectively change the conversation with our channel partners and end-users. It is no small coincidence we are experiencing our best year ever.”

— Ben Wulf, CEO, Portacool