Technology

Resetting demand generation around payback, not volume

Lead volume was at an all-time high and revenue was flat. We rebuilt the demand model around qualified pipeline and payback period.

Cost per qualified opportunity: -34%
Pipeline from named accounts: +41%
Agreed across sales and marketing: 1 number

Bring Us the Problem How we work →

A 30-minute working conversation, directly with RAKA.

Challenge

What was actually wrong

Marketing was measured on MQLs. Sales ignored them. Neither side trusted the number in the board pack.

01
Step 1
Rebuilt the funnel definition jointly with sales leadership
02
Step 2
Cut six channels, doubled investment in two
03
Step 3
Installed a single pipeline number reported weekly

Result

What changed

Measured at the end of the engagement, against an agreed baseline.

-34%: Cost per qualified opportunity
+41%: Pipeline from named accounts
1 number: Agreed across sales and marketing

More work

Other engagements

Different sectors, the same operating spine.

Manufacturing

Repositioning a component maker as a systems partner

A 40-year-old component business was competing on price. We rebuilt the position around systems accountability and moved the commercial conversation up two levels.

Services

Building a leadership voice into an inbound engine

A partner-led firm relied entirely on referral. A published point of view turned the managing partner into the firm's largest source of inbound.

Enquiries

Start with a 30-minute conversation

Directly with RAKA. No deck, no pitch, a working discussion about where brand is failing to produce revenue.

Bring Us the Problem See how we work