Challenge
Six months in, I was promoted to run all of marketing and go-to-market, reporting directly to the CEO. The company had product-market fit and traction. What it needed was a scalable, measurable revenue motion and a marketing function that could prove its contribution to the business.
Action
I built a lean team of 4 direct reports and a contractor network delivering across demand gen, ABM, brand, and content. I replaced activity reporting with a pipeline attribution model that connected marketing directly to revenue, tracking MQL-to-opportunity conversion, content-attributed pipeline, and marketing-sourced deals.
I made strategic calls on where to take risk and invest more budget, and where to cut, prioritizing the channels and programs that were moving the business forward. I built the board-facing growth narrative and performance infrastructure that gave leadership visibility into what was actually driving revenue.
Results
Pipeline: Generated $20.3M in qualified pipeline with a 155% increase in SQLs and 36% pipeline growth. Marketing was no longer supporting the sales motion — it was driving more than two-thirds of it.
Revenue: Quarterly closed deals grew 64x in under two years, from $36K to $2.31M per quarter. Year-over-year closed deals grew 327%, with 890% cumulative growth through mid-2025.
Business outcome: New Mountain Capital acquired Thoughtful AI. The GTM engine, board-facing narrative, and revenue performance frameworks were part of what made that possible.