Our Work

Engagement Examples

We work with B2B technology companies in a range of situations, but the challenges tend to follow familiar patterns. Below are examples of the types of engagements we support and how we approach them.

These are based on real scenarios we've seen across different companies and growth stages. Company names are kept anonymous to respect client confidentiality.

Fixing a Broken Lead Lifecycle

B2B SaaS, Mid-Market

Marketing Systems

Situation

  • Marketing automation and CRM were in place, but lead flow was inconsistent and conversion rates were low
  • Leads were being captured but not properly qualified or nurtured
  • Sales had limited visibility into lead quality and source

What We Did

  • Restructured the lead lifecycle including scoring, routing, and nurture programs
  • Aligned campaigns to buying stages
  • Cleaned up segmentation and data structure

Outcome

  • Improved lead-to-opportunity conversion
  • More consistent pipeline flow
  • Clear visibility into funnel performance

Connecting Campaigns to Pipeline

B2B Technology, Growth Stage

Demand Generation

Situation

  • The team was running multiple campaigns across channels, but results were inconsistent
  • It was unclear which efforts were actually driving pipeline
  • Reporting was activity-based, not revenue-based

What We Did

  • Mapped campaigns to funnel stages and defined clear conversion paths
  • Aligned messaging and content to specific audience segments
  • Established reporting tied to pipeline instead of activity

Outcome

  • More focused campaigns with measurable impact
  • Improved conversion across active programs
  • Better understanding of what was driving results

Aligning Marketing & Sales Around the Funnel

B2B Software, Enterprise

Marketing & Sales Alignment

Situation

  • Leads were being generated, but handoff to sales was inconsistent
  • Many opportunities were not progressing past early stages
  • No shared definition of what a qualified lead looked like

What We Did

  • Aligned marketing and sales around lead definitions and qualification criteria
  • Improved routing and follow-up processes
  • Built visibility into pipeline stages and conversion points

Outcome

  • Stronger alignment between marketing and sales
  • Higher conversion from lead to opportunity
  • Reduced leakage across the funnel

Extending an Understaffed Marketing Team

B2B Technology, Scale-Up

Marketing Operations

Situation

  • The marketing team was under pressure to deliver but lacked bandwidth
  • Campaigns, vendor management, and content production were all falling behind
  • Headcount additions weren't moving fast enough

What We Did

  • Stepped in as an extension of the team to support campaign execution
  • Managed vendors and coordinated program delivery
  • Supported content creation and website updates

Outcome

  • Increased execution speed without adding headcount
  • More consistent output across campaigns
  • Relief for internal team while maintaining pipeline activity

Recognize any of these situations?

If any of these scenarios sound familiar, let's talk about what that looks like in your environment and how we can help.

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