GTM Strategy + Sales Enablement
Sonic Incytes Medical Corp
Role: Marketing Manager | B2B SaaS | HealthTech
Challenge: Marketing efforts weren’t aligned with revenue objectives in a clear, measurable way, making it difficult to identify what was working and what wasn’t.
Solution:
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Created GTM messaging aligned with defined ICPs, MQLs, and SQLs
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Rebuilt core assets: website, sales deck, case studies.
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Built a measurable process and optimized HubSpot to ensure we were capturing information we needed to iterate and improve our processes.
Outcomes:
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2x YoY sales growth
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500K+ in lead value generated per quarter
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50% MQL to SQL conversion rate
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70% increase in site session-to-conversion rate
Projects & Examples:
Content Marketing and Sales Enablement
Capital Digestive Care Case Study
Step #1 - Identify the problem.
We were selling a new technology; doctors wanted to see evidence that what we were claiming worked in practice. We had a strong referring customer that was handling an increasing number of referral calls. This wasn’t scalable or sustainable.
Step #2 - Relieve the bottlenecks.
I interviewed him and worked with his team to create a data-driven case study to showcase his success with our technology. I focused on the most common objections our sales team was getting: reimbursement, procedure time and suitability for a variety of body types.
Step #3 - Scale the impact.
I repurposed this case study into months of material material. Paid ads, email marketing campaigns and printed collateral. It wasn’t a top of funnel driver, it built trust and showcased proof of concept which helped deals close faster.
My contributions to the project:
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Initiated project, pitched to executives, got go ahead.
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Met with sales team to align on key requirements.
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Set up meeting with Dr. Smith, interviewed him.
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Outlined the data needed to support the case study for product team, product team pulled data and created graphs and charts based on my specifications.
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Wrote and designed case study. No copywriters or designers.
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Sent to Dr. Smith's team and got the okay to use publicly.
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Clinical, product and sales reviewed and signed off through quality system.
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Repurposed content for landing pages, marketing emails and paid ad campaigns.
Revenue Operations and CRM Management
Simplifying CRM Data Management
Disclaimer: The data and examples presented in this document are fictional and provided for illustrative purposes only. They are not based on actual Sonic Incytes data and do not reflect any confidential or proprietary information. All insights and figures have been generalized to respect non-disclosure agreements.
Core Ideas:
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Simple Data Standards: Creating easy-to-follow rules for data entry and management.
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Clear Reporting: Building straightforward dashboards for quick, actionable insights.
Practical Steps:
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Established basic, standardized naming conventions across all customer data fields in HubSpot.
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Implemented structured lead generation forms with minimal required fields (email, phone, company) and dynamic progressive profiling to balance ease of entry and data completeness.
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Utilized HubSpot's native duplicate detection tools alongside manual review processes to consistently merge and clean duplicate records.
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Automated lead assignments based on territory and scoring, prioritizing immediate assignment for demo requests and strategically timing outreach for high-intent leads.
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Developed intuitive, easy-to-use dashboards clearly displaying lead quality, sales pipeline status, and marketing effectiveness.
Metric | Current Status | Target |
|---|---|---|
Qualified Leads Conversion | 50% | 45% |
Pipeline Health | 136 | 165 |
Data Quality (Duplicates %) | 3% | < 5% |
Results:
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Improved lead quality significantly, increasing qualified leads converted to sales by 50%.
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Directly contributed to 40% of annual revenue through improved data-driven processes.
Streamlining Lead Generation
Core Ideas:
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Straightforward KPIs: Setting clear, easily measurable goals for marketing activities.
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Quick Iterations: Regularly reviewing data to rapidly improve processes.
Practical Steps:
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Established simple tracking metrics for all lead generation activities, directly tied to revenue outcomes.
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Clearly defined and communicated expectations with external partners, making accountability easy.
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Simplified website navigation and messaging to drive more conversions quickly and effectively.
Channel | Leads Generated | MQL to SQL Conversion | SQL to Sale Conversion |
|---|
Results:
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Increased website conversion rate from 1% to 1.7%, generating higher-quality leads.
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Grew organic traffic by 14% and referral traffic by 19%, achieving quarterly targets early.
Clear Revenue Reporting
Core Ideas:
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Transparent Attribution: Making marketing’s contribution to revenue clearly visible.
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Simplified Communication: Ensuring all reports are easy to understand by any audience.
Practical Steps:
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Developed straightforward, multi-channel attribution reports highlighting not just sole sources but the number and value of various customer touchpoints, guiding investment decisions.
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Expanded reporting to clearly track and evaluate conversion rates from MQL to SQL and SQL to sale, across both digital channels and in-person conferences.
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Restructured the "closed-lost" data fields to capture actionable insights, enabling quicker adaptation and improvement of marketing and sales processes.
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Created consistent, easy-to-follow reporting templates used across the senior management team.
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Led cross-team training sessions to maintain simple, accurate reporting practices.
Deal ID | Channels Engaged | # of Touchpoints | Revenue |
|---|
Channel | Total Touchpoints | Deals Influenced | Total Revenue Influenced |
|---|
Results:
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Elevated to senior management team, reporting directly to the CEO, due to improved clarity in strategic decision-making.
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Enhanced executive visibility and confidence in marketing’s revenue impact, simplifying strategic decisions.