$490M Pipeline Engine
How we built and led a 17-person cross-functional team to manage $490M+ in pipeline, reduce attrition 41%, and integrate 13 acquisitions under one marketing architecture.
Challenge
A $200M+ professional services firm in aggressive M&A mode needed a demand generation engine that could scale across thirteen acquisitions without breaking. Each acquired entity had its own brand, its own marketing stack, its own CRM, and its own idea of what a qualified lead looked like. The firm was hemorrhaging clients — attrition was running at levels that negated new business development. The marketing function was fragmented across acquired teams with no unified strategy, no shared analytics, and no way to attribute revenue to marketing spend across the portfolio.
Approach
We built and led a seventeen-person cross-functional team spanning content, demand generation, analytics, and marketing operations. We implemented AI-powered lifecycle analytics that tracked every touchpoint from first impression to closed deal across all thirteen entities. We unified the marketing architecture — consolidating CRM instances, standardizing lead scoring, building a shared attribution model, and creating a single reporting layer that gave the executive team portfolio-wide visibility for the first time. We redesigned the client retention infrastructure, implementing health scoring and automated intervention workflows that flagged at-risk accounts before they churned.