Performance Marketing
Performance Marketing Group is a founder-led, boutique marketing consulting firm that exclusively serves aerospace and defense technology companies through seven trademarked programs covering strategy, market entry, competitive displacement, channel development, and product launches.
- Company typePrivate
- Founded2004
- HeadquartersNashua, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Performance Marketing does
Performance Marketing Group (PMG) is a privately-held, founder-led marketing consulting firm headquartered in Nashua, New Hampshire, that exclusively serves technology companies in the aerospace and defense market. Founded by Edmond M. Hennessy over 20 years ago, PMG operates with a team of 1-10 employees and delivers a portfolio of seven trademarked consulting programs — TAP (Target Action Plan), SFP (Strategic Formulation Program), TOP (Target Opportunity Program), CRP (Competitive Replacement Program), CPW (Competitive Positioning Workshop), POP (Product Opportunity Program), and VIA (Vertical Industry Awareness Program) — covering the full lifecycle from strategic formulation through campaign execution. Each program is structured as a defined methodology with documented deliverables and outcomes, addressing market entry, competitive displacement, channel partner development, product launch, sales training, and vertical visibility. PMG's stated cumulative impact is $750M+ in revenue generated for client companies across 100+ engagements, with documented case outcomes including $4.6M in new sales from a single CRP competitive displacement campaign and $4.8M in design-win pipeline from a VIA program.
PMG's revenue model is primarily project-based professional services consulting, supplemented by licensing of Program Playbooks for independent practitioners and Training Program Licensing for professional training organizations. The firm generates revenue through direct consulting engagements that begin with a discovery conversation to determine program fit, and operates as both a strategy and execution partner. In 2024, PMG extended its value proposition into capital facilitation through acceptance into the Eagle Point Funding Program referral network, enabling it to connect clients with non-dilutive funding sources in defense, AI, robotics, cybersecurity, and advanced materials. Its customer base spans both startups (Sky-Drones, Turing Micro, MadHat Media, QuikSAR) and large enterprises (HP, Sanmina, Altera/Intel, Silvus Communications), with all engagements concentrated in the aerospace and defense technology vertical. The firm markets itself primarily through founder-led thought leadership in industry publications, podcast appearances, and the published book Market Warfare.
Performance Marketing firmographics
Firmographics- Name
- Performance Marketing
- Legal name
- Performance Marketing Group LLC
- Website
- https://pmg-results.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Performance Marketing Group is a founder-led, boutique marketing consulting firm that exclusively serves aerospace and defense technology companies through seven trademarked programs covering strategy, market entry, competitive displacement, channel development, and product launches.
- Ownership category
- akta.pro rank
Performance Marketing industry classification
Industry- Product category
- Aerospace & Defense Marketing Consulting
- NAICS
- Advertising, Public Relations, and Related Services (5418), Advertising Agencies (541810)
- SIC
- Services-Management Consulting Services (8742), Services-Management Services (8741)
- akta.pro primary industry
- Program & Project Management (PMO) Consulting (BPAHACAL)
Keywords
Where Performance Marketing is headquartered
LocationHeadquarters
- HQ city
- Nashua
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Performance Marketing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Marketing Consulting Services: PMG generates revenue through project-based consulting engagements deploying its seven trademarked marketing programs. Engagements range from strategic formulation through campaign execution with defined deliverables and measurable outcomes. The firm also offers general consulting, program playbooks for independent practitioners, and training program licensing.
- Program Playbooks: Self-contained program playbooks derived from PMG's client programs available for independent practitioners. Includes methodology guides, case examples, and the Market Warfare book.
- Training Program Licensing: Course materials available for licensing by professional training organizations, with train-the-trainer services.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Performance Marketing product offering
Product offeringCore offering
Performance Marketing Group (PMG) is a marketing consulting firm that delivers structured, trademarked programs exclusively to technology companies entering or expanding within the aerospace and defense market. Services span strategic formulation, target account development, competitive displacement, sales positioning workshops, product launch support, and vertical market visibility. The firm also connects clients with investors and strategic alliance partners through its industry network and the Eagle Point Funding Program.
Product overview
Performance Marketing Group offers a portfolio of seven trademarked marketing consulting programs exclusively for the aerospace and defense technology market. The core offerings include TAP™ (Target Action Plan) for go-to-market strategy execution, SFP™ (Strategic Formulation Program) for market evaluation and strategy development, TOP™ (Target Opportunity Program) for lead generation and account development, CRP™ (Competitive Replacement Program) for competitive displacement campaigns, CPW™ (Competitive Positioning Workshop) for sales training, POP™ (Product Opportunity Program) for product launch support, and VIA™ (Vertical Industry Awareness Program) for market visibility. These programs are complemented by Investor Development services (including Eagle Point Funding Program access), Program Playbooks for independent execution, Training Program Licensing, and General Consulting engagements. The company also published the book Market Warfare by Ed Hennessy.
Differentiator
Problem solved
Functional benefit
Products and services
- TAP™ (Target Action Plan) Go-to-market strategy program that translates high-level strategy into actionable day-to-day operating priorities by defining Critical Success Factors and realigning organizational activity with strategic objectives, targeted at aerospace and defense technology companies.
- SFP™ (Strategic Formulation Program) Structured framework for evaluating market potential, assessing competitive fit, and developing ready-to-implement go-to-market action plans, producing a Baseline Assessment for technology companies targeting aerospace and defense markets.
- TOP™ (Target Opportunity Program) Target account development program delivering pre-qualified leads to direct sales forces and dealer/distributor networks through coordinated direct-response marketing, prospect databases, social media outreach, and industry publication coverage.
- CRP™ (Competitive Replacement Program) Competitive displacement campaign that identifies and converts accounts currently committed to competitive solutions, using competitive analysis tools, account plans, prospect data, and direct-response collateral.
- CPW™ (Competitive Positioning Workshop) One-to-two-day sales skills development workshop teaching teams to frame customer challenges on their own terms and develop positioning statements that differentiate from competition, delivered through practice drills, role plays, and case studies.
- POP™ (Product Opportunity Program)
Quantifiable outcome
- $750M+ cumulative revenue generated for client companies
- +4 more outcomes
Companies that use Performance Marketing
Customer profileNamed customers22 records
Segments3 records
Ideal customer profiles3 records
Performance Marketing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Performance Marketing partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered notable, flagship and minor.
- Active Crisis ConsultingnotablePMG and Active Crisis co-authored a feature article in COTS Journal examining the war fighter's perspective on COTS utilization in 5th generation warfare.
- Sky-Drones & Terranova AerospaceflagshipPMG facilitated a strategic alliance between Sky-Drones (AI drone avionics platform) and Canada's Terranova Aerospace, combining AI drone technology with NATO connections and defense sector expertise.
- MadHat Media & Terranova Defense SolutionsnotablePMG served as catalyst for a strategic alliance between MadHat Media and Terranova Defense Solutions, combining advanced network intelligence infrastructure with global defense connectivity.
- PLX Inc.notablePMG partnered with PLX Inc., a leader in high-precision optics for harsh environments, to penetrate defense and aerospace segments targeting top 100 defense contractors, platform builders, and program offices.
- QuikSARminorPMG assisted QuikSAR — leading commercially available software solution for Source Approval Request (SAR) submissions — in building market momentum, engaging target accounts, and gaining industry media coverage.
- EuroLink Beluga Mini-DronesnotablePMG managed comprehensive U.S. market launch for the EuroLink Beluga family of mini-drones, including target account development, AUVSI event promotion, channel partner recruitment, and industry media coverage.
- EuroLink Systems - Co-publicationminorCo-authored feature article with EuroLink Systems for Unmanned Systems Technology examining practical applications of drone technology in military and commercial situational awareness.
Scale indicators8 records
Recent moves6 records
Expansion highlights4 records
Performance Marketing competitors and assessment
Company assessmentDirect peers
- Forum One: Forum One is a digital agency serving associations, nonprofits, and government agencies with marketing and communications services. It overlaps with PMG in serving technology-driven organizations navigating defense and government markets, though with a digital execution focus.
- Godfrey: Godfrey is a B2B marketing agency specializing in industrial, technology, and manufacturing clients. It shares PMG's focus on complex technical buyers and offers comparable demand generation, brand positioning, and channel development services, though without PMG's exclusive defense vertical focus.
- Hinge Marketing: Hinge is a B2B marketing firm specializing in professional services firms and technology companies. While broader in vertical than PMG, it shares a similar methodology-driven, program-based consulting model with proprietary frameworks and emphasizes measurable client outcomes — comparable in operating model if not in vertical specificity.
- LaunchTech Communications: LaunchTech Communications is a marketing and public relations firm specializing in the aerospace, defense, and government technology sectors. It is the closest direct peer to PMG, offering comparable services to technology companies entering or expanding in defense markets, with overlapping client profiles and a similar boutique, vertical-specialized model.
- Bluetext: Bluetext is a B2B marketing and branding agency with significant federal government and defense practice work. It competes with PMG for marketing budgets from technology companies serving public-sector and defense customers, offering integrated digital campaigns alongside brand strategy.
- The SPECTRUM Group: The SPECTRUM Group is a strategic communications and consulting firm focused on defense, national security, and federal technology markets. It competes with PMG for marketing and positioning engagements from defense-adjacent technology companies and shares PMG's vertical specialization.
- Avascent: Avascent is a management consulting firm exclusively focused on aerospace, defense, and government services markets. It is a direct vertical peer to PMG, advising technology companies on go-to-market strategy in defense — though more oriented toward corporate strategy than marketing execution.
- McKinley Marketing Partners: McKinley Marketing Partners is a marketing consulting and talent firm serving organizations including those in government and technology sectors. While broader in scope, it shares PMG's project-based consulting model and serves clients needing embedded marketing expertise.
Broad incumbents
- ICF International: ICF International is a global consulting and technology services firm with deep federal and defense client relationships. It competes with PMG at the larger end of defense marketing engagements and offers integrated communications alongside broader consulting capabilities.
- Booz Allen Hamilton: Booz Allen Hamilton is a major management and technology consulting firm with a substantial defense practice. While it operates at vastly greater scale and offers broader services than PMG, it competes for marketing-adjacent engagements and provides commercial-tech-to-defense market entry services that overlap with PMG's offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Performance Marketing social profiles
Digital presencePerformance Marketing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Performance Marketing leadership team
Management profileNumber of profiles
Profiles1 record
Performance Marketing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Performance Marketing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Performance Marketing
What does Performance Marketing do?
Performance Marketing Group (PMG) is a marketing consulting firm that delivers structured, trademarked programs exclusively to technology companies entering or expanding within the aerospace and defense market. Services span strategic formulation, target account development, competitive displacement, sales positioning workshops, product launch support, and vertical market visibility. The firm also connects clients with investors and strategic alliance partners through its industry network and the Eagle Point Funding Program.
Is Performance Marketing a public or private company?
Performance Marketing is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Performance Marketing founded?
Performance Marketing was founded in 2004. It employs 1 to 10 people.
Where is Performance Marketing based?
Performance Marketing is headquartered in Nashua, United States, in the North America region.
How does Performance Marketing make money?
Three revenue lines are on record. Marketing Consulting Services are the primary driver. The others are program Playbooks and training Program Licensing.
Who are Performance Marketing's main competitors?
Direct peers on record are Forum One, Godfrey, Hinge Marketing, LaunchTech Communications, Bluetext, The SPECTRUM Group, Avascent and McKinley Marketing Partners. Broad incumbents are ICF International and Booz Allen Hamilton.
Does Performance Marketing have an API?
No public API is recorded for Performance Marketing.
What industry is Performance Marketing in?
Performance Marketing's product category is Aerospace & Defense Marketing Consulting. Its primary akta.pro industry code is BPAHACAL, Program & Project Management (PMO) Consulting. Its NAICS code is 5418 and its SIC code is 8742.