Demand Generation & ABM
Full-funnel programs built around your ICPs. ABM campaigns engineered to move enterprise deals through complex buying committees to Closed-Won.
Fractional VP of Marketing · B2B Marketing Consultant · GTM & Demand Gen
Strategy
meets
execution.
Pipeline
follows.
I build the engine. You drive the growth.
Integrated go-to-market (GTM) programs for B2B companies where marketing is expected to influence revenue. Not just activity. Complex sales cycles. Real accountability. Measurable results.
$5M+
Marketing-sourced revenue
4×
Sales velocity increase
75%
Reduction in time-to-close
20+
Years B2B Marketing Leadership
Revenue-driven.
Systems-built.
B2B marketing that stalls at strategy is expensive. The gap between a solid plan and Closed-Won revenue is execution: getting inside the sales motion, understanding where deals stall, and designing programs that move the right accounts forward with precision.
The engine matters as much as the strategy. That means CRM, marketing automation, data enrichment, attribution, and digital channels all working together, driving performance now while building infrastructure that scales.
20+ years building marketing functions from scratch, running demand gen for companies from $20M to $2.5B in revenue, and stepping in as Fractional VP of Marketing when companies need senior leadership without the full-time overhead. Scrappy startup, PE-backed growth, or enterprise rollout. Impact starts immediately.
Built for what
you’re up against.
If your pipeline is stalling, your sales and marketing teams aren’t aligned, or marketing hasn’t kept pace with where the business needs to go. This is where things change. Revenue accountability, not awareness metrics.
Environments I thrive in
Your buying committee is large, the process is long, and marketing isn’t moving deals forward
Your offering is hard to differentiate, and feature comparisons or price alone aren’t winning deals
Marketing infrastructure is immature, misaligned with sales, or being built from scratch
You need revenue impact quickly, and can’t wait for perfect conditions to exist
What you can expect
Messaging that converts
Technical or complex offerings translated into buyer narratives that accelerate pipeline at every funnel stage.
Demand gen that fills pipeline
ABM, content, digital, and field programs built around real buyer behavior, tracked to Closed-Won revenue, not vanity metrics.
Sales and marketing that actually align
Shared pipeline targets, closed-loop reporting, and sales enablement your team will actually use. Designed to improve win rates.
Marketing tied to revenue
Clear KPIs, attribution reporting, and executive-level transparency. Marketing that earns its seat at the revenue table by delivering results.
Strategy without execution
is a document.
Where you gain
the most value.
Senior-level capability across the full B2B revenue cycle: from positioning and brand through demand generation, digital, and Closed-Won.
GTM Strategy
Market entry, product launch, and channel strategy for B2B companies. ICP definition, buyer journey mapping, campaign execution, and revenue attribution.
Sales & Marketing Alignment
Eliminating the handoff gaps that kill deals. Shared pipeline targets, defined SLAs, and closed-loop reporting that connects marketing activity to Closed-Won revenue.
Martech Stack & Ops
HubSpot, Salesforce, Demandbase, ZoomInfo, Pardot: implementation, integration, and optimization that tracks attribution and proves ROI.
Brand Positioning & Messaging
Frameworks and thought leadership that differentiate in crowded B2B markets. Enablement content that actually gets used in the field.
Digital Marketing Strategy
Paid media, SEO/SEM, email, content strategy, and social. Channel strategy and execution across owned, earned, and paid, with attribution tied to pipeline and Closed-Won revenue.
Numbers that
tell the story.
$5M
Marketing-sourced revenue via ABM and demand gen, tracked to Closed-Won
Impellam Group / 2024–2026
4×
Sales velocity increase through alignment and journey optimization
Impellam Group / 2024–2026
75%
Reduction in time-to-close through pipeline and enablement
Impellam Group / 2024–2026
$2.5B
Revenue scale during 67% net business growth over 6 years
AgileOne / 2010–2017
17
Countries expanded into from US & UK in under four years
AgileOne / 2010–2017
113%
ROI on ABM investment within 90 days of campaign launch
ClearEdge / 2018–2022
$20M+
Loan volume via 68% realtor portfolio growth through digital programs
Apicella / 2022–2023
18%
Cold email open rate vs. 0.08% industry average. 72 MQLs generated.
ThomasTech / 2017–2022
20 years of pipeline.
Zero guessing.
Zero guessing.
How we work together.
Fractional VP of Marketing
Senior marketing leadership embedded in your business. Not a consultant who hands off a deck. Strategy ownership, team alignment, and a direct line to pipeline and revenue outcomes.
GTM & Demand Gen Build
Build or rebuild your GTM motion from ICP definition and messaging through digital and campaign execution, martech integration, and attribution reporting tied to Closed-Won.
Marketing Advisory
Senior counsel for leaders at inflection points: repositioning, sales-marketing alignment, martech decisions, team structure, or preparing for the next stage of growth.
Who gets the
best results.
- B2B services companies (workforce, staffing, HR tech, IT managed services) with complex, relationship-driven GTM motions that demand more than campaign execution
- PE-backed and growth-stage companies that need a real marketing function built, tied directly to pipeline and board-level revenue targets
- Mid-market B2B companies ($20M–$500M) with a capable sales team but marketing that hasn’t caught up to growth stage
- CEOs and founders who know marketing is the gap between where revenue is and where it needs to go
- Companies entering new markets or launching new offerings who need a GTM plan grounded in buyer reality, not internal assumptions
Not the right fit
B2C, pre-revenue, or engagements where marketing is viewed as a support function rather than a revenue driver. I work best where there’s a real business problem to solve and the authority to solve it.
Industries I know well
Workforce Solutions & Staffing
MSP / VMS & HR Tech
RPO & Talent Acquisition
B2B SaaS & Martech
PE-Backed Services & BPO
Mortgage & Financial Services
IT Managed Services
Martech Fluency
HubSpotSalesforcePardotDemandbaseZoomInfoLinkedIn Sales NavigatorSEMrushGoogle AnalyticsCanvaAdobe SuiteWordPressCventWrikeClickUpMondayGoogle WorkspaceMozCoPilotChatGPTClaudeHootsuiteMS Office Suite
Let’s talk about
your pipeline.
30 minutes. No pitch. An honest conversation about where your pipeline is, where it needs to go, and whether this is the right fit.
Book a discovery call