XactlyCorp
Director, Digital Marketing & Demand Generation | February 2013 – January 2018
Built digital demand generation from the ground up, supporting 5x revenue growth from $25M to $125M ARR through IPO and Vista Equity Partners’ $564M acquisition.
Impact at a Glance
Influenced Pipeline
$80M+
Through integrated ABM, demand gen, and digital programs
ARR Growth
$25M → $125M
5x revenue growth during tenure
Enterprise ABM Pipeline
$40M
Targeting 50+ Fortune 500 accounts
Organic Traffic Growth
+200%
Year-over-year through SEO programs
Cost Per Lead Reduction
-35%
Through channel optimization
Team Growth
3 → 9
Built the team through IPO and PE transition
The Challenge
Company Context
XactlyCorp was an incentive compensation management platform targeting enterprise sales organizations. The company was growing rapidly but had no formal digital demand generation capability. As XactlyCorp prepared for an IPO, leadership recognized that the marketing engine needed to be rebuilt with the measurement rigor and scalability that public market investors would expect.
The competitive landscape included both legacy enterprise incumbents and emerging SaaS challengers. XactlyCorp needed to establish category leadership in digital channels while building the systems and processes that could scale through an IPO and potential acquisition.
This was a build-from-scratch mandate. There was no existing digital demand function, no martech infrastructure, and no attribution framework connecting marketing activity to pipeline.
My Mandate
- Build digital demand generation from the ground up as the first marketing hire focused on digital channels
- Design the martech stack to support growth and meet IPO readiness requirements
- Launch an enterprise ABM program targeting Fortune 500 sales organizations
- Establish attribution and measurement systems for board-level reporting
- Scale the team while maintaining execution quality through two major transitions
The Strategy
What I Built
The Result
XactlyCorp completed its IPO in June 2015 and was subsequently acquired by Vista Equity Partners for $564 million in July 2017.
The digital demand generation engine built during this period supported 5x revenue growth from $25M to $125M ARR, generating $80M+ in influenced pipeline. Vista cited the marketing technology stack and operational maturity as key assets in their acquisition thesis.