Building & maturing b2b saas demand gen teams
Whether you're standing up demand gen or scaling it, I own the strategy and do the work, then I identify and help you hire my replacement.
Companies usually find me in one of two spots:
- 01
You're building it
No real demand gen function yet. Sales is asking where pipeline comes from, someone's running “some ads,” and marketing is a mix of brand, content, and hope. You need the function — you just don't know what to build first, or who to hire for it.
- 02
You're maturing it
You've made the hire or stood up the basics, but the function hasn't scaled with you. Campaigns run, dashboards exist, and pipeline still isn't predictable. Something's not connecting between your marketing activity and your revenue.
Who actually owns demand gen?
That's the seat I fill. Strategy and execution, until it runs without me.
Why GrowthLine Studio?
Because you're not hiring an agency. You're hiring an operator.
No account managers, no handoffs to someone junior, no learning on your budget. The person on the sales call is the person in your accounts.
I've built demand gen from both seats, in-house twice. The first time at a Series A company, taking them from $4M to $18M and a successful acquisition. I created their demand program from scratch and scaled it into a multi-million dollar engine. The second time leading marketing, going from solo marketer to a full team while 3x'ing revenue year over year and raising a $60M Series B just over a year after the Series A. There, I managed most of our execution through outside agencies and consultants, so I've sat in your seat, hiring someone like me. Then at Refine Labs, I led demand gen for the firm's largest accounts and got to see inside dozens of fast-growing B2B SaaS companies, and what actually produced pipeline.
Before all of that, I came up in marketing wearing nearly every hat: copywriting, design (including a few billboards!), PR, organic social, and paid. Which is why I'm comfortable crossing lanes when pipeline needs it.
Add 30+ companies since, and here's what I've learned: there's no universal playbook. What works is situational. My job is knowing which play fits your stage, your team, and your funnel, then running it with you.
(Off the clock: Nebraska, two small kids, a rescue pup, and trying to become a good cook. I'll also bring Midwest energy to your pipeline reviews.)
Inside 30+ different SaaS companies:
Ways to work together
Fractional Demand Gen Leader
I join as your demand gen leader. I set the strategy, do the work with your team, and build the function until it runs. Then I help you hire my replacement and hand them a working engine.
Sprint Projects
Have an exact project you need extra hands to help with? This is a focused project we take off of your to-do list together.
Type of projects*Plans are flexible, and I custom scope every engagement to ensure it's the right fit for both sides. 6 months for fractional demand gen is encouraged to see meaningful work together, and so you can get the best bang for your buck! Have a different way of working together in mind? Let's figure something out together!
Types of work we can tackle together:
The overall goal is qualified pipeline. Here's the type of work that can get us there, whether we work fractionally or in a sprint capacity.
What needs to be true for this to be a fit:
You have at least $15–20K/month in program budget (beyond my fee)
There's more than a couple of marketers on the team
You have real product-market fit and a sales team closing deals
Content and brand foundations exist to layer demand onto
Sales (and BDRs, if you have them) are open to partnering on handoff and outbound
You're open to modern demand gen practices, and we won't have to debate in attribution circles
FAQ
Three months buys a foundation and a couple of launches. You'd be leaving right as it gets good. Month one builds the scoreboard, months two and three launch and read the data, and months four through six are where pipeline actually compounds.
Let's figure out if this is a fit
30 minutes, we'll dig into what the next stage of growth looks like for you, and if and how working together looks like.