Genesys
· 6 min readBuilding an enterprise demand gen engine to unify global execution
Unifying GTM strategy, ABM, lifecycle automation, and intent to grow enterprise results at Genesys
Upon joining Genesys as Director of Demand Generation, the demand motion was fragmented and regionally driven. Targeting lacked consistency, BDR collaboration was disconnected, lifecycle email programs were minimal, and outbound was largely manual. The opportunity was to build a scalable full funnel system that connected targeting, orchestration, and measurement so pipeline could grow with confidence.
Impact Metrics
$20M
Budget Managed
Global program spend managed
78%
Revenue Growth
YoY increase in digital-attributed revenue
68%
Email Opportunity
Increase in email-attributed opportunity creation
34%
Opportunity Size
Increase in opportunity size through ABM strategy
The Demand Engine in Action
Global Account Based Marketing model and MarTech stack
Marketing automation transformation journey
Landing page optimization with unified CTA strategy
CRO refresh project with UX best practices
SaaS pricing page redesign with multi-currency support
The Challenge
Genesys faced a set of common scale-stage problems, but at global scale they compound fast:
- Inconsistent GTM strategy and campaign targeting across regions.
- Disconnect with BDR teams, which reduced follow-up quality and throughput.
- No lifecycle email programs to drive consistent results.
- Completely manual BDR outbound, limiting speed and personalization.
- Regional-only strategy heavily weighted toward events and content syndication, with limited scalable digital orchestration.
The mission was to move from disconnected tactics to a unified demand engine, with clear definitions, repeatable plays, and shared accountability.
The Approach
We rebuilt the demand operating system end to end, focusing on full funnel alignment, orchestration, and measurable improvements to pipeline outcomes.
Defined a full funnel GTM strategy and operating model
We established a consistent full funnel framework, including demand waterfall alignment and a tiered account strategy built for enterprise execution. This created shared definitions and repeatable planning across programs and regions.
Modernized paid media management to improve efficiency and scale
To improve performance and governance at scale, we implemented a multi-channel advertising management platform (Marin Software). This enabled tighter optimization across channels and improved cost efficiency tied to MQL, SQL, and opportunity outcomes.
Built a multi-channel orchestration model with lifecycle triggers
We designed an orchestration model that connected outbound email motions with paid and programmatic touches, using triggers to engage accounts based on behavior and stage. This unlocked consistent lifecycle results and improved opportunity creation from email.
Developed an aggregated intent model to find in-market accounts
We built an aggregated intent model to pinpoint in-market accounts and prioritize spend and outreach where buyer signals were strongest. This made targeting sharper and improved pipeline quality.
Built the team and production system to execute globally
We built a team structure to scale marketing automation, email deployments, and translations efficiently. This removed bottlenecks and helped global execution move faster without sacrificing quality.
Launched ABM to increase enterprise deal quality
We defined and launched the ABM strategy, which increased opportunity size by 34% by focusing effort on the right accounts, with coordinated messaging and touches across the journey.
Established a Martech Center of Excellence
To scale the model beyond one team, we established a Martech CoE and trained 100+ marketers globally on best practices, improving consistency, capability, and execution quality.
Key Achievements
Led a global digital demand generation team across ABM, paid media, marketing automation, and conversion optimization, managing $20M in program spend.
Defined a full funnel GTM strategy including waterfall alignment and tiered account strategy designed for enterprise execution.
Grew digital-attributed revenue 78% YoY by implementing Marin Software and improving cost efficiency across MQL, SQL, and opportunity outcomes.
Increased email-attributed opportunity creation 68% through trigger-based lifecycle automation and orchestration.
Defined and launched ABM strategy, increasing opportunity size 34%.
Established a Martech Center of Excellence, training 100+ marketers globally on best practices.
Key Takeaways
Full funnel alignment creates leverage
You cannot scale pipeline if teams disagree on definitions and handoffs. Aligning the waterfall and KPIs unlocks faster iteration and clearer accountability.
Orchestration beats isolated channel optimization
When ads, email, and outbound operate as one system, you improve consistency and reduce wasted touches. The compounding effect shows up in opportunity creation.
Intent sharpens everything
Aggregated intent makes targeting, prioritization, and spend allocation more precise. It improves quality while increasing efficiency.
CoE scale turns strategy into a capability
The Martech CoE created durable leverage. It made best practices portable across regions and teams.
Want to Learn More?
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