Building Channel Sales for Post Road Iron Works

Client: Post Road Iron Works, Inc.
Project: Premium Partner Channel Development & Stakeholder Alignment

The Opportunity

Post Road Iron Works leadership recognized an untapped market opportunity: their 98-year legacy of unparalleled metalwork craft was generating strong demand (300+ annual residential orders), but the business model hadn't been formalized to capture the full value of their premium Greenwich location and design-quality craftsmanship.

The family business was operating without systematic data infrastructure, partner channel development, or formal go-to-market strategy for their residential division. While their craft excellence generated consistent word-of-mouth referrals, leadership saw potential to establish intentional relationships with the design professional community (architects, interior designers, and landscape architects) who could become strategic partners for higher-value projects.

The strategic priorities identified in stakeholder conversations:

• Build data infrastructure to understand which projects were most profitable and why

• Develop systematic partner relationships with the design professional community

• Create operational efficiency around quoting and project intake

• Establish brand positioning that reflected their premium craft quality

• Implement sustainable systems that could scale without overwhelming the master artisans

The Approach

The engagement centered on deep stakeholder alignment and collaborative partnership. Rather than imposing external solutions, Jai worked alongside the PRIW leadership team to understand their vision, constraints, and values, then co-created systems that honored their craft-first culture.

• Stakeholder Discovery & Alignment: Conducted extensive listening sessions with family leadership, master artisans, and operations staff to understand decision-making dynamics, identify internal champions, and ensure any new systems would enhance rather than disrupt their craft-focused workflow.
  
  

• Data Intelligence Partnership: Collaborated to surface insights from 10 years of historical project data, revealing patterns about which project types and customer relationships generated sustainable value. Built CRM infrastructure that served leadership's need for visibility without adding administrative burden to artisans.
  
  

• Strategic Partner Development: Leveraged relationships with design industry professionals (including a former Dwell Magazine audience builder) to facilitate warm introductions to 100 architects, engineers, and interior designers in Manhattan. Created a partner onboarding playbook that positioned PRIW as a collaborative design resource rather than a transactional vendor.
  
  

• Brand Narrative Development: Partnered with commercial photography specialists to document PRIW's work in a way that honored both the technical mastery and aesthetic impact of their craft. Reorganized marketing materials to communicate value in the language that design professionals use when evaluating partners.
  
  

• Operational Optimization: Co-developed quoting templates and sales enablement materials that empowered the team to respond to design professional inquiries confidently and efficiently, while maintaining the consultative approach that had always differentiated PRIW.
  
  

• Competitive Intelligence: Conducted systematic analysis of how peer organizations successfully partnered with the design community, identifying best practices that aligned with PRIW's values and Greenwich market positioning.

The Expected Outcomes

The 6-month strategic partnership is designed to establish sustainable infrastructure for PRIW's next century of growth, with clear stakeholder buy-in at every phase.

• Strategic Partner Network: Building from zero formal design professional relationships to an intentional network of 10 advisory board partners and 30+ active collaborative relationships, creating reliable channels for qualified project opportunities.
  
  

• Data-Informed Decision Making: Implementing CRM infrastructure with reporting dashboards that give leadership visibility into which project types and partner relationships generate sustainable value, enabling confident strategic decisions.
  
  

• Operational Clarity: Establishing systematic processes for project intake, quoting, and partner communication that create consistency without compromising the consultative, craft-focused approach that defines PRIW's culture.
  
  

• Market Positioning: Developing brand narrative and visual assets that authentically communicate PRIW's premium craft quality to design professionals, supported by strategic editorial relationships in the design community.
  
  

• Scalable Systems: Creating documentation, training materials, and transition plans that empower the PRIW team to own and evolve these new systems independently, ensuring sustainability beyond the engagement.
  
  

• Strategic Roadmap: Delivering market analysis and recommendations for adjacent opportunities, giving leadership a clear framework for evaluating future growth investments.