The Integrated Campaign That Moved the Needle:

Modernize Your GTM

A two-phase campaign, a product-adjacent assessment tool, and $106M+ in combined pipeline.
 

Context

When the CMO and VP of Integrated Marketing asked me to step into the Principal Manager role, scope shifted from 20% of the company's revenue target (International) to 80% — global platform and primary Sales persona marketing worldwide. The first major integrated campaign at this scope: the Modernize Your GTM initiative, anchored by the Modern GTM Index (MGI), a self-serve assessment tool that scored prospects on GTM maturity and returned a personalized benchmark report.

The Work

The MGI was the centerpiece — not a content asset, but a product-adjacent tool. Prospects answered a survey on five GTM dimensions, got scored, and received a results page that named their strengths and gaps. High-intent by design: people who finish a self-assessment have told you exactly what they're worried about. Those who started but did not complete the survey were followed-up with via drips and SDR outbound motions. 
 

• Phase 1 (Q4 2023): launched the assessment and drove initial form fills.
   

• Phase 2 (Q1 2024): layered in a webinar series, two blog assets, display, GTM Plays, CWS exit intent, and a full ABM overlay targeting new business and existing business accounts by segment. The campaign also ran concurrent ABM motions using the Persona Messaging Framework built for the Sales Leader / siloed data pain point.
   

• Running alongside this: a webinar program and evergreen campaign library — CMO Masterclass, Mastering Buying Signals (with CEO Henry Schuck), Customer Impact Report, and GTM Predictions Report.