Open to CMO · Head of Marketing · VP Demand Generation

I build revenue engines.
Not campaigns.

Nearly 20 years building demand engines at B2B SaaS companies from $20M to $150M ARR. I own 45 to 80% of pipeline, manage multi-million dollar budgets, and lead teams across North America and EMEA.

Beyond demand gen: brand architecture, positioning strategy, product marketing, web strategy, SDR program design, org design, attribution infrastructure, and board-level reporting. The full function, not just the funnel.

See the systems If you need pipeline, let's talk
Kelly Pugh
Revenue Marketing Executive
CMO Track
Enterprise & Mid-Market B2B SaaS
North America & EMEA
Portland, Oregon
~20 Yrs
B2B SaaS Marketing Leadership
45–80%
Marketing-Sourced Pipeline Ownership
$5M+
Marketing Budget Managed
5+
PE-Backed Companies Scaled
15
Largest Team Led
Where I fit

Two kinds of companies call me.

I work best when the revenue stakes are real and marketing needs to grow up fast. Here's where I'm most effective.

CMO / Head of Marketing

Early to mid-stage companies that need to build the function

Series A to C SaaS companies where marketing has been founder-led or under-resourced. I come in, build the brand, the team, the demand engine, and the attribution infrastructure from scratch. I own the full marketing function and report to the CEO. I've done this in a de facto capacity at multiple companies and I'm ready to do it explicitly.

VP Demand Generation

Mid-sized companies that need to rebuild or scale the engine

PE-backed SaaS companies at $50M to $150M ARR where marketing is running on relationships and gut instinct. Pipeline is unpredictable, attribution is broken, and outbound isn't working. I rebuild the engine, build the team, and deliver a pipeline number the board can rely on. This is where I've spent most of my career and where my track record is strongest.

The demand engine I build

Six components. One pipeline number.

Every company I've joined, I've built this. Each component connects directly to pipeline. None of them run in isolation.

01

Inbound

SEO-driven content, paid search, and lifecycle nurture built around buyer intent. Scored, routed, and SLA'd with sales from day one. Paid search alone has driven 16% of total company pipeline.

02

Outbound

ICP-defined, persona-sequenced, multi-channel execution. I design the playbook and the operating rhythm. One targeted campaign produced $2.4M in net-new pipeline from 300 accounts.

03

ABM

Three-tier programs: 1:1 for strategic enterprise, 1:few by vertical, 1:many programmatic. Intent data drives prioritization. ABM pipeline consistently outperforms standard pipeline on win rate, deal size, and sales engagement.

04

SDR alignment

SDRs are a marketing asset when built right. I own the ICP, the sequences, and the operating cadence. Built global SDR functions in Poland and Mexico City, both ramped to quota in 90 days.

05

Conversion layer

Speed-to-lead, routing logic, Qualified AI for live conversations, and SLA enforcement between marketing and sales. Conversion is usually the cheapest growth lever. Most companies leave it on the table.

06

Attribution

I match the model to company maturity. Last-touch in SFDC for early-stage. Full Circle Insights for multi-touch as the org scales. Either way, leadership gets a number they can defend in the board meeting.

GTM systems I've built

Real programs. Repeatable results.

Organized by system, not by company. Each one is built to run without me.

Outbound EngineTrackforce / BizDev Labs / TigerConnect / Zapproved

Precision outbound that creates pipeline, not activity

Outbound only works when the ICP is tight, the sequence matches the pain, and the AE handoff is defined before the first email goes out. I've built this at four companies. At Trackforce, one focused campaign through BizDev Labs targeted 300 enterprise accounts and produced $2.4M in net-new pipeline. At Zapproved, SDR pipeline contributions grew 116% YoY. At TigerConnect, a 10-rep BDR team hit 102% of annual pipeline creation goals.

Trackforce, TigerConnect, Zapproved, SheerID
$2.4M
one outbound campaign
116%
YoY SDR pipeline growth
Inbound ConversionTrackforce / Zapproved / SheerID

Inbound alone doesn't hit plan. It never has.

I build inbound as a conversion engine, not a lead gen program. Intent scoring, routing logic, SLA enforcement, speed-to-lead protocols, and Qualified AI for live conversations with high-intent accounts. The goal is pipeline, not traffic. At SheerID, this drove 150% YoY new business pipeline growth. At Trackforce, paid search contributed 16% of total pipeline. Zapproved's organic conversions grew 300% after the SEO and content infrastructure was rebuilt.

Trackforce, Zapproved, SheerID
150%
YoY pipeline growth
16%
of pipeline from paid search
Enterprise ABMTrackforce / TigerConnect

ABM that sales actually uses

ABM fails when sales and marketing don't share the account list or the strategy. I build three-tier programs where everyone knows the play before it runs: 1:1 bespoke for strategic accounts, 1:few for verticals like healthcare and corporate security, and 1:many programmatic for the broader ICP. LinkedIn matched audiences run in the same window as SDR sequences. ABM pipeline consistently outperforms standard pipeline across win rate, deal size, and sales engagement.

Trackforce, TigerConnect
3-tier
ABM architecture
Higher
win rate vs. standard pipeline
AI-Powered GTMTrackforce

400+ AI-assisted meetings in 6 months. 10% of pipeline driven by AI.

I didn't add AI tools. I embedded AI into the GTM infrastructure so a lean team could produce more pipeline without adding headcount. Qualified AI replaced form fills with live conversations for target accounts. UserGems fed job-change signals into SDR sequences automatically. Gong Engage optimized cadences weekly from real conversation data. Jasper kept content production moving without a full content team. The result speaks for itself.

Trackforce
400+
AI-assisted meetings in 6 months
10%
of pipeline driven by AI
Featured case study

$2.4M from 300 accounts.

BizDev Labs Outbound Campaign — Trackforce / TrackTik

One targeted outbound play.
$2.4M in net-new pipeline.

The problem: Inbound wasn't enough to hit plan. We needed net-new pipeline from enterprise accounts that had never heard of us. No events. No content plays. Just outbound that worked.

The approach: I defined the ICP down to job title, company size, tech stack, and buying trigger. Built a five-touch, two-channel sequence with one specific pain point per persona. Activated BizDev Labs for execution. 300 accounts, worked with precision, not volume.

The outcome: $2.4M in pipeline contribution from a single campaign. The AE handoff was defined before the first email went out. Every opportunity tagged, tracked, and attributable.

Outbound SDRBizDev LabsGong EngageICP DefinitionPipeline Attribution
$2.4M
Pipeline sourced
300
Target accounts, no spray and pray
5-touch
Multi-channel sequence
Zero
Reliance on inbound
Selected work

Work product. Not just results.

Strategy decks, frameworks, and playbooks from real programs. Each one is sanitized. Ask for the full version if you want to go deeper.

Marketing Pipeline Contribution Q3 Q4 Q1 Q2 Q3 Q4 80% sourced marketing pipeline
Board-Level Reporting
Marketing pipeline dashboard and board reporting framework
The reporting structure I used to present marketing's revenue contribution to Vista Equity and K1 board members. Pipeline sourced, pipeline influenced, win rate by segment, and channel ROMI — in the language of revenue, not activity. Built to survive a CFO question.
TigerConnect · Trackforce
Board Reporting Attribution Full Circle SFDC
80%
pipeline owned, TigerConnect
48%
revenue coverage, Trackforce
GLOBAL SDR PLAYBOOK ICP Definition Persona Sequences Operating Cadence Ramp Structure Quota in 90 days Poland Mexico City North America
SDR Program Design
Global SDR Center of Excellence playbook
The full playbook I built to stand up SDR teams in Poland and Mexico City. ICP definition, persona sequencing, cadence design, operating rhythm, ramp structure, and KPI framework. Both teams hit quota inside 90 days. The framework is repeatable anywhere.
Trackforce · TigerConnect
SDR Design Gong Engage ICP Targeting Global Teams
90 days
ramp to quota
102%
pipeline goal attainment
OUTBOUND CAMPAIGN ARCHITECTURE 300 Target Accounts 5-touch ICP sequence Qualified meetings $2.4M pipeline BizDev Labs Gong Engage SFDC Track
Outbound Campaign Design
BizDev Labs outbound campaign brief and results
The full campaign brief, ICP definition, sequence design, and results reporting for the campaign that produced $2.4M in net-new pipeline from 300 target accounts. Includes the AE handoff framework and the attribution model used to track every opportunity back to the campaign.
Trackforce / TrackTik
Outbound Strategy BizDev Labs Sequence Design Attribution
$2.4M
pipeline sourced
300
target accounts
ENTERPRISE ABM ARCHITECTURE TIER 1 — 1:1 Bespoke plays for strategic enterprise accounts 5–10 accts TIER 2 — 1:Few Vertical campaigns: healthcare, security, corporate 50–100 accts TIER 3 — 1:Many Programmatic, intent-driven, ICP-matched 500+ accts LinkedIn Matched Audiences · 6sense Intent · SDR Sequences · Paid · Field
Account-Based Marketing
Enterprise ABM program architecture
The three-tier ABM framework I've deployed at two companies. Account selection criteria, tier definitions, vertical-specific playbooks for healthcare and security buyers, SDR coordination model, LinkedIn matched audience strategy, and pipeline attribution methodology.
Trackforce · TigerConnect
ABM Architecture 6sense LinkedIn Ads Sales Alignment
3-tier
program design
Higher
win rate vs. standard
Brand & positioning work

Above the funnel. CMO-level thinking.

Pipeline is what I'm known for. But CMOs own the full marketing function. Brand, positioning, web strategy, and product narrative are part of that. Here's proof.

Brand Architecture & Web Positioning Strategy
Trackforce / TrackTik website messaging and strategy overhaul

When I joined Trackforce, neither site had a defined purpose, a clear buyer audience, or a consistent narrative. Both were SMB-oriented and security-firm-focused in a company actively moving upmarket into Mid-Market and Enterprise corporate security buyers.

I led the messaging strategy and positioning architecture for the September 2025 revamp of both sites. The framework gave each site a defined job: Trackforce as Vision plus Authority (industry leadership, where security is headed), and TrackTik as Execution plus Proof (platform speed, automation, proven results). From there: multiple hero narrative options per site, image direction for enterprise vs. security firm buyers, content strategy across both domains, CMS launch oversight, and AI positioning strategy.

Brand Architecture Positioning Strategy Dual-Site Strategy ICP Pivot: SMB to ENT CMS Migration Content Strategy AI Positioning
The shift
Before

No defined purpose for either site. No messaging architecture. SMB-oriented language targeting security guard firms. No differentiation between trackforce.com and tracktik.com.

After

Two sites with defined jobs, distinct buyer audiences, enterprise-ready narrative, and a clear brand hierarchy. Trackforce = industry authority. TrackTik = execution platform.

Scope
  • /Dual-site purpose definition and positioning framework
  • /Hero headline and subheadline options per site and buyer persona
  • /Image direction: polished enterprise vs. security firm audiences
  • /Resource and content strategy across both domains
  • /CMS launch oversight and brand architecture alignment
  • /AI positioning: how boldly to lead with AI innovation
How I build marketing teams

Teams built around the revenue model.

Not org charts. Not headcount requests. I design teams around what the business actually needs to hit its number.

Design around the revenue model,
not the org chart
Before I hire anyone, I map what the business needs to produce: how much pipeline, from which channels, against which ICP. The team structure follows from that, not from what the last company's marketing org looked like.
Know when to hire, when to automate,
and when to fix process first
Most marketing teams are understaffed in the wrong places and overspending in others. I audit the function before I add headcount. Sometimes the answer is a new hire. Often it's a better playbook, a smarter tool, or a process that actually works.
Build operating rhythms across
the full function
Demand gen, product marketing, marketing ops, SDR, field, and content all need a weekly cadence, clear owners, and a shared definition of what good looks like. I build that infrastructure early and hold the team to it.
Create accountability through
pipeline targets, not activity metrics
Every person on my team knows their number and how it connects to company revenue. I report on pipeline sourced, influenced, and closed at every leadership meeting. Activity metrics are internal coaching tools, not the story I tell upstairs.
Scale without adding
unnecessary headcount
At Trackforce, AI tools let a lean team produce the output of a much larger one. At TigerConnect, a 15-person org drove 80% of pipeline for a $30M pipeline target. I use automation, clear processes, and ruthless prioritization to do more with less.
Build marketing that earns
a seat at the revenue table
That means board-ready reporting, honest pipeline forecasting, and a willingness to call out when a channel isn't working. I've presented to Vista Equity and K1 board members. I know how that room works and what it takes to keep their confidence.
Point of view

How I think about marketing.

Inbound alone doesn't hit plan. It never has.

Every company I've joined was over-relying on it. Inbound is one lever in the mix, not a strategy. You need outbound, ABM, and field working in coordination or your pipeline is unpredictable by design.

Without it: sales blames marketing and marketing blames sales cycle length.

Conversion is usually the cheapest growth lever.

Most teams chase top-of-funnel when the real opportunity is in the middle. A 20% improvement in conversion rate beats a 40% increase in leads every time, at a fraction of the cost. Speed-to-lead, routing quality, and handoff design move revenue.

Without it: leads die in the gap between marketing and sales.

Marketing should own a number.

Not MQLs. Not impressions. Pipeline. I set my target with the CRO at the start of every year and hold my team to it. If marketing can't answer what its pipeline number is this quarter, something structural is broken.

Without it: marketing is a cost center pretending to be a revenue function.

Alignment is a process problem, not a culture problem.

Shared pipeline targets, defined SLAs, clear handoff rules, and a feedback loop between sales and marketing that actually closes. Build the infrastructure and alignment follows. No offsite will fix what a broken handoff breaks every week.

Without it: marketing celebrates MQLs while sales ignores them.
About

Nearly 20 years. Five PE-backed companies. One focus.

How I work

I operate as a revenue owner, but I've run the full marketing function. At multiple companies I've stepped into a de facto CMO role, owning brand, positioning, web strategy, and product marketing alongside demand gen. Annual planning starts with the pipeline number, then the strategy to hit it. I think in multi-quarter arcs, report in pipeline and ARR, and push back when something doesn't connect to a revenue outcome.

Where I fit best

Companies that need to scale, rebuild, or bring rigor to a marketing function that's been running on relationships and gut instinct. PE-backed environments where pipeline accountability is real. I'm most effective when there's no attribution model, no repeatable outbound motion, or no clear view of what marketing contributes to revenue, and leadership is ready to fix it.

How I use AI

As infrastructure, not experimentation. Every AI tool I deploy has a defined job and a pipeline metric before it goes live. At Trackforce, AI-powered motions generated 400+ meetings in 6 months and drove 10% of total pipeline. I use AI to make a lean team perform like a larger one, not to replace judgment, but to eliminate manual work that doesn't move pipeline.

Global Demand Generation Pipeline & Revenue Acceleration Brand & Positioning Strategy ABM & Account-Based Programs SDR Program Design & Leadership Sales & Marketing Alignment Marketing Ops & Attribution Forecasting & ROI Modeling AI-Driven GTM Strategy Board & Executive Communication Full-Funnel Analytics Org Design & Team Building Field & Event Marketing Paid Search & Paid Social Product Launch GTM Customer Expansion & Lifecycle Web Strategy & Messaging Product Marketing
Let's talk

If you need pipeline, not campaigns.

Selectively exploring CMO, Head of Marketing, and VP Demand Generation roles at B2B SaaS companies that treat marketing as a revenue function. If that's you, let's talk.

Connect on LinkedIn pugh.kelly1@gmail.com