For the CEO and CMO
“We know AI should change how we go to market. We don't know where to start.”
I've already done it, hands-on. For my consulting practice, I built an AI-run go-to-market engine on ChatGPT, Clay and HubSpot. It researched and scored 100 CMOs and personalized every touch, which led to 10 meetings and 2 signed clients. For two clients, I built AI agents that turned my expertise into how-to playbooks for new hires. One became the client's own virtual-coach GPT, and the other is still in use 12 months later.
For the CEO
“We need to own the AI conversation in our category.”
I get the whole company telling one story about the market it wants to win. At Forcepoint, I helped move a legacy data security vendor to AI Data Security leader with a use-case campaign and a 32-city world tour. We hit 110% of the sourced pipeline target and 5X out-quarter coverage, and sales hit quota 5 straight quarters.
For the CMO
“Prospects won't take our meetings.”
Customers sell better than we do. I put them in front of their peers. At Automation Anywhere, buyers stopped taking calls during the pandemic. I paired our CIO, who implemented the solution, and the business leader who had the problem with prospects in matching roles. It generated $800K in pipeline on $0 spend and became our #1 pipeline-converting program, rolled out globally. I ran the same play for Forcepoint's AI Data Security Tour.
For the CFO
“Our marketing spend isn't paying back.”
With finance, I move money to what works and cut what doesn't. At Zoom, revenue on marketing spend grew from 1X to 2.3X, and MQL-to-opportunity conversion doubled from 8% to 16%. At Automation Anywhere, we cut demand gen spend 20%+ and improved spend-to-pipeline efficiency 50%.
For the CRO
“I need pipeline my reps will bet the quarter on.”
I build the ICP with sales, not for them. At Automation Anywhere, I ran ICP workshops with the CRO and his regional leaders and added intent data. Intent-qualified accounts converted to opportunities at 70%+, up from mid single digits.
For the CRO
“Too many reps don't have enough pipeline.”
Marketing, sales and partners own the pipeline together. At RingCentral, cross-functional Pipeline PODs took 10 of 15 at-risk reps to 3X coverage in one quarter and added $12.5M in pipeline with no added spend. At Zoom, a Pipeline Council of sales, marketing and channel grew quarterly pipeline creation 40%.
For the CRO
“We have pipeline. It just doesn't close.”
Marketing works the deal with sales, not just the lead. At Automation Anywhere, I measured a 59-person team on how many open opportunities engaged with marketing. Engaged opportunities closed at 2.5X the rate of those that didn't, with 2X larger deals and 15% faster velocity.
For the CFO
“We're spending everywhere and winning nowhere.”
We pick the market we can win, then go deep. At VMware, a new disaster-recovery product was stalling with spend spread across the whole US. We used FEMA disaster data and installed-base analysis to focus on one winnable market, Houston. Pipeline rose 30% and brand recall rose 50%.
For the Chief Partner Officer
“I want partners sourcing deals, not just reselling them.”
Partners are part of the pipeline plan, not an afterthought. At VMware, my 3-person team built a distributor milestone program that rewarded partners for each step from sign-up to enablement, demand gen and first booking. With $2M, it drove $99.4M in bookings across 60 distributors, 1,600 partners and 25 countries.
