Context
Growth was constrained by a lack of shared definition around qualified demand.
Marketing, sales, and operations were generating and handling leads independently, with no consistent framework connecting targeting, engagement, and pipeline progression.
Without a unified system, efforts were fragmented, prioritization was inconsistent, and visibility into what actually drove revenue was limited.
Strategy
I led the development of a unified demand and qualification system, partnering with marketing, sales, sales operations, and product to align around what actually drives pipeline.
The focus was to establish a clear structure for scaling growth: defining company types, prioritizing personas, and building a consistent MQL to SQL framework grounded in buyer behavior, engagement, and sales readiness.
Execution
Designed and implemented a cross-functional system connecting targeting, qualification, and pipeline progression.
Defined company type segmentation and persona frameworks to prioritize high-value accounts and align go-to-market efforts.
Established and aligned MQL, SQL, and DQL definitions, scoring logic, and handoff criteria across marketing and sales.
Worked closely with sales operations and product to integrate the system into workflows, reporting, and day-to-day execution, ensuring visibility and adoption across teams.
Impact
Created a shared operating model for demand across marketing, sales, and operations.
Improved alignment, increased confidence in lead quality, and enabled more focused engagement with high-priority accounts.
Marketing efforts became more targeted and measurable, while sales engagement became more efficient and better aligned to true intent.
Outcome
Established the foundational system required to scale growth, enabling a structured, account-based approach to pipeline.
The organization moved from fragmented lead generation to a structured, measurable, and repeatable pipeline engine, with clear visibility into performance, stronger cross-functional alignment, and a direct connection between marketing activity and revenue outcomes.