A B2B software company entered its peak summer selling season following the abrupt departure of its Head of Sales and Marketing. The team lacked repeatable campaigns and was operating in a crowded market where product differentiation was difficult to communicate. At the same time, BDRs were underperforming against goals, with inconsistent messaging, qualification, and handoffs to Sales. Despite strong effort across channels, pipeline was declining and the team needed a cohesive approach in market quickly.
A focused, full-funnel campaign was designed and launched alongside a reset of the BDR motion to restore clarity and execution discipline. A unifying campaign narrative was paired with a BDR playbook that defined targeting, messaging, qualification standards, and Sales handoffs. BDR training and sales enablement reinforced consistent execution, while weekly operating rhythms ensured alignment across Marketing, BDRs, and Sales throughout the season.
Optimize Pipeline & Execution
The company’s core product lost PMF, triggering a rapid decline in demand. Pipeline deteriorated over many quarters as existing marketing tactics hit diminishing returns and outbound messaging no longer resonated. With the interim CEO absorbing Sales & Marketing leadership and only a fractional marketer in place, there was no clear ICP, no differentiated messaging, and no full-funnel campaign strategy aligned to the temporary product reality.
We facilitated a full-funnel Campaign Planning Workshop to redefine the immediate GTM strategy during the PMF recovery phase. The workshop rebuilt a differentiated problem-first POV messaging and mapped a new campaign plan tied to high-intent triggers the product could win today.
Campaign Plan Workshop
Despite marketing hitting its forecast targets, bookings were in decline. Reps consistently missed quota, deal cycles lengthened, and management lacked a consistent framework for coaching or governance. Pipeline declined as Marketing had hit the point of diminishing returns with programmatic and search.
We implemented a disciplined sales governance model: standardized deal reviews (focused first on high-ACV stuck deals), a rep bootcamp to enforce SLA adherence, and AI-enabled call scoring to gamify and improve value-selling in real time. To diversify pipeline, we launched three CPC tests, a market-problem campaign to shift the conversation from features to a differentiated POV, and a partner SPIFF to re-energize a stagnant channel.
Optimize Sales Governance
Our work with Vanessa transformed our digital marketing and lead generation process with new tools and new workflows. Her strategic thinking cut through the noise and gave us a clear, actionable roadmap that delivered real results. If you want to re-imagine your go-to market with a proven model, I encourage you to work with Vanessa.
Executive Chair
Singlewire Software
Vanessa consistently creates measurable value for investments and management teams alike. Her strength lies in her ability to merge an operator’s deep knowledge with an investor’s perspective, ensuring her impact is immediate and long-lasting.
Operating Partner
PSG Equity & VistaEquity Partners
Vanessa’s framework drives alignment across Sales, Marketing, CS, and Revenue Operations with speed and precision. Her workshops cut through complexity, giving leaders an easy-to-understand model that is aligned across functions, actionable, and reportable. Beyond the process, her style makes a difference. She is approachable, joyful, and creates an environment where tough conversations feel productive, not heavy.
Former CMO
Addigy
Vanessa brings rare energy and expertise to helping C-level teams sharpen GTM strategy and accelerate pipeline growth. Her impact on commercial execution is significant.
Former CEO
Searchspring
