Real work · CData · Demand accountability
Rebuilding demand accountability before scaling activity.
Growth needed a demand system both teams could read, not simply more campaigns.
As Director of Demand Generation at CData, I rebuilt the enterprise ABM and demand-generation programs and the scoring, grading and lead-flow architecture underneath them.
Reported outcomes
30%
SQL growth within six months
15%
Sales pipeline growth in the same six months
These are role-level results from my CData record. The SQL and pipeline figures measure different things and are not additive, and pipeline is not revenue. They are not attributed to the PPC vendor decision, to the management approach in the other CData cases, or to any single part of the rebuild. Forecast ownership and revenue attribution are not claimed.
What I rebuilt
Rebuild the scoring and handoff layer before multiplying campaigns.
Segment from closed-won patterns
Replaced a single-ICP approach with account, industry, use-case and intent segmentation built from closed-won patterns.
Rebuild how intent is scored
Overhauled the Pardot and Salesforce architecture end to end: lead scoring, grading, campaign hierarchy and UTM taxonomy, so campaign activity could be read against qualified progression.
Fix the handoff to Sales
Implemented a new lead-flow process for handing qualified prospects to Sales.
Why I treat this as leadership work
One language for progress.
Scoring, grading and the lead flow decide what Marketing and Sales count as a qualified prospect. We aligned Sales and Marketing around how education behavior differed from true purchase intent, and what that meant for scoring and routing. That is why I treat rebuilding them as leadership work rather than operations cleanup: it is what makes SQL and pipeline reporting worth acting on.
What I would test next
Review cohort-level qualification rates, stage conversion and handoff speed before increasing spend. A lift in leads alone would not justify scaling if the downstream evidence deteriorated. These are prospective decision standards, not historical test results.
Contact
Hiring someone to make demand accountable?
I connect lifecycle, qualification, measurement and investment decisions without mistaking activity for business progress, and I am open to full-time Senior Manager, Director, and Director-track roles.