Case studies
Proof of work, written for senior B2B operators.
Real work comes first. The CData cases name the employer and state their attribution limits. Other real work is anonymized to protect proprietary details. The modeled systems below are synthetic and demonstrate how I structure decisions.
Real work · CData
Three cases from my CData Director role.
Investment decision
When the channel looked busy, I changed the investment decision.
I declined to renew a PPC vendor whose reporting did not show persuasive downstream evidence and redirected the money into a bounded, quarter-long experiment.
- Channel and vendor allocation authority (~$25K–$50K a month)
- Renewal judged on downstream evidence, not channel activity
- No return claimed for the replacement test
People leadership
Leading through leaders, not becoming the decision bottleneck.
I managed three Senior Managers, each leading a team, with hiring, coaching and performance reviews as part of the role.
- Manager-of-managers responsibility
- Hiring, coaching and performance reviews
- A coaching example and a post-mortem practice
Demand accountability
Rebuilding demand accountability before scaling activity.
I rebuilt the enterprise ABM and demand-generation programs and the scoring and lead flow beneath them. SQLs grew 30% and sales pipeline 15% within six months, with no single initiative credited.
- Lead scoring and grading rebuilt end to end
- A new lead-flow process for handing prospects to Sales
- Measured outcomes with stated attribution limits
Anonymized real work
Three anonymized cases from real work that show the systems-first approach.
Cross-Functional Demand Operating System
Campaigns were launching, but ownership, sequencing, and stakeholder visibility were inconsistent. Cross-functional teams were spending too much time renegotiating how work moved instead of executing the work itself.
PLG Evidence Standard
A free-trial motion needed a way to tell whether a trial conversion represented real progress: whether it could be connected through provisioning, activation, product usage, qualification, sales follow-up, and revenue.
Decision-Ready Reporting
Campaign data existed. Decisions did not. Reporting was descriptive but not actionable, which left interpretation work to the audience.
Modeled systems artifacts
Customer lifecycle architecture · PLG · Revenue systems
Revenue Orchestration Lab
A working model for orchestrating multi-product B2B journeys without collapsing intent, lifecycle state, sales ownership, and governance into one score.
Read the 60-second case studyDemonstrates
- Lifecycle and buying-group architecture
- PLG + enterprise motion coordination
- Sales and marketing rules of engagement
- Governance-aware automation
- AI authority boundaries
Marketing transformation · Operating model · AI governance
Marketing Transformation Operating Model
A modeled transformation case for VantageGrid, a fictional cloud-operations SaaS company: what to change first, where AI belongs inside the operating model, and which decisions stay with people.
Read the transformation caseDemonstrates
- Operating-model diagnosis
- Decision rights and governance
- AI role sequencing
- Measurement and guardrails
- Executive recommendation
Additional proof of work
Shorter cases with clear systems leverage.
Modular Landing Page System
Trial pages were being built one-off per campaign, which slowed iteration, drove inconsistent messaging, and made conversion learning difficult to compare across waves.
AI-Enabled Campaign Workflow
Campaign documentation, QA, and readouts were consuming time disproportionate to the value produced. Quality drifted whenever execution pressure rose.
Contact
Hiring for demand or growth leadership?
Open to full-time Senior Manager, Director, and Director-track roles in demand generation, growth, PLG, and GTM systems. Remote preferred; selective Seattle-area hybrid.