How We Doubled Pipeline and Tripled Conversion During a Global Crisis

When I joined a SaaS company in the supply chain space as VP of Marketing just before COVID hit, the business was at a critical inflection point.

At the time, the company was generating around $25 million in revenue and had set an ambitious goal to target fortune 500 companies and grow by 20-30% within a year. A new CRO had just come on board to bring structure to pipeline generation and forecasting. I stepped in with 100% ownership of pipeline creation; Sales was responsible only for closing deals, not sourcing them. That meant Marketing had to deliver the volume and quality of leads to fuel that growth.

No pressure.

Where We Started

Before I arrived, the go-to-market strategy leaned heavily on in-person events. Product marketing was underdeveloped, and Account-Based Marketing efforts hadn’t gained traction. With a $3 million budget and early signals of pandemic-related disruption, it was clear we needed to rethink everything.

Then COVID hit. And the traditional playbook became irrelevant overnight.

The Shift

We quickly pivoted to a digital-first marketing engine. I restructured the team and budget to focus on scalable, measurable programs including:

• Webinars and virtual events to replace conferences

• Targeted email nurtures with tailored messaging and content

• Content to demonstrate thought leadership and convert demand

• A fully rebuilt ABM program aligned to Sales priorities

• Consistent analyst engagement to stay top of mind in a competitive market

• Clearer messaging and enablement tools via a revitalized Product Marketing function

Everything was tied to outcomes: pipeline, conversion, and sales success.

The Results

Within 12 months:

• We doubled the size of the marketing-sourced pipeline

• Tripled our lead-to-opportunity conversion rate

• And helped the company meet its aggressive revenue goals—despite the headwinds of a COVID-impacted economy

It proved that focused, data-driven marketing can outperform even in the toughest conditions when Marketing owns the full pipeline.

Lessons Learned

This experience underscored the importance of being adaptable in different market conditions and business environments. Whether navigating a high-growth market or responding to economic uncertainty, the key is staying laser-focused on outcomes. What made the biggest difference wasn’t just one great campaign—it was taking an integrated approach across all marketing levers, from product marketing and demand generation to ABM and content. Alignment, agility, and sharp execution created the foundation for success.

If you're scaling your SaaS business and want to build a high-performance marketing function that drives real revenue impact, let’s talk.

Feel free to connect with me on LinkedIn or reach out directly. I’d love to hear what challenges you're tackling and how I can help.