You've already built the engine. I'm here to run it at enterprise scale.
I'm not coming in to learn enterprise demand gen on the job. I'm coming in to bring an ABM operator's discipline to the engine you've already built.
Enterprise is 2,000 to 7,500 employees. The role is taking what's already spun up and making it unique to enterprise, not adapting a broader motion.
First quarterly enterprise campaign live and custom to segment. That's exactly the kind of zero to one I built at Pendo.
Events and field are ~33% of pipeline. Email, webinars, direct mail, and ABM are the channels this role owns, with 46 SDRs in your org as the natural partner.
Own and scale email, webinars, and direct mail for enterprise.
Ran integrated enterprise programs at Pendo across all three. Nurture, webinar follow-through, and themed direct mail wired to the same target list.
Plan and execute end-to-end demand gen campaigns for enterprise.
Built quarterly enterprise campaigns at Pendo from ICP and intent through to SDR sequences and attribution.
Run intent and interest-based programs with Sales.
Tiered accounts by intent (low/no vs high) with separate ad, email, and outreach branches. Same playbook ready for Cresta.
Partner with content marketing on enterprise content.
Industry-segmented campaigns built around case studies and product marketing assets. No campaign without a real story.
Cross-functional with Sales, RevOps, and Marketing.
Built an ABM field in our CRM as the single source of truth, AE-aligned. The SDR org under your umbrella is the alignment I've been building toward.
4+ years demand gen in B2B SaaS, multi-channel campaigns.
Built ABM and scaled multi-channel enterprise demand gen at Tipalti from 120 → 1,000 employees, and the program at Pendo from zero. ~$20M quarterly pipeline target, hit consistently.
Modern intent and orchestration stack.
Built and run end to end without outsourcing to agencies. Hands-on with every layer from targeting to measurement.
ABM, intent-driven, enterprise sales partnership.
One of the first ABM titles in B2B SaaS (2018). One-to-one, one-to-few, one-to-many built and run end to end.
These were my quarterly targets at Pendo, hit consistently. Built from zero: no inherited playbook, no list. Just ICP, intent data, sales alignment, and coordinated plays.
Cresta's engine isn't broken. Programs are spun up, channels are firing, creative ships in a week. What enterprise needs is sharper account selection, tighter intent orchestration, and measurement at the account level. That's the muscle I've been building for 7 years.
At Pendo I built the ABM field in our CRM as the single source of truth so marketing, SDRs, and AEs all reported against the same list. Same move at Cresta: every quarterly enterprise campaign points at the same tightly defined accounts, not a re-derived list per channel.
Low / no intent gets thought-leadership ads and nurture. As intent climbs, accounts shift to bottom-of-funnel content, ABM direct mail, and SDR-led outreach. Persona-split above and below the director line. This is how a multi-channel program stops being a broadcast and starts compounding.
The reason my ABM programs hit a third of opps, half of pipeline, and three quarters of ARR at Pendo is that sales actually used them. With 46 SDRs reporting to you and AEs aligned, I'd build sequences and lists reps trust on day one, not after a quarter of selling them on it.
Channel dashboards tell you what fired. Account-level reporting tells you what closed. I'd stand up attribution that ties every enterprise campaign to opportunities and ARR in the same view marketing and sales review weekly.
Segment by industry or region, then tier by intent. Different branches for low-intent and high-intent, different messaging for director-and-above vs senior manager. Every channel coordinated to the same account.
Marketing nurture for low intent. Switch to sales-led outreach as intent climbs. Sequences I help build, not throw over the wall to your 46 SDRs.
Webinars only pay back when you wrap an account play around the top enterprise registrants. Pre-event targeting, mid-event SDR alerts, post-event opportunity follow-through, all tied to the same target list.
Personalized, high-value sends to tier-1 accounts at key moments, triggered by intent signals or event follow-up. Have managed Sendoso and Reachdesk programs. Know how to tie physical sends to measurable pipeline, not just brand impressions.
Already your #1 channel at ~33% of pipeline. My role: pre-event ABM activation and post-event SDR follow-through tied to the same target list.
LinkedIn thought-leader ads for awareness on the no-intent tier. Connected TV is a high-trust air cover layer for enterprise.
ABM field in our CRM as the single source of truth, AE-priority aligned. One list marketing, SDRs, and AEs all trust and report against.
I ran this at Pendo. Here's what it produced.
You said it yourself: first quarterly enterprise campaign live and customized to segment. Here's how I get there, plus the structural work that compounds.
You have 46 SDRs, 4 frontline managers, reporting through a senior director to you. One leadership chain, one set of goals. Most demand gen marketers spend half their time negotiating alignment across silos. With your structure, I'd spend that time executing. I've built my entire ABM methodology around the sales-SDR handoff: I know how to write sequences reps will actually use, surface intent signals that sharpen their outreach, and give them account-level visibility that makes every conversation more relevant.
You said creative ships in a week. That's the environment I want. At Pendo I felt the bottleneck of creative friction. At Cresta I'd run campaigns the way they're supposed to be run: idea Monday, in-market Friday, learnings the week after.
You named retail as an industry with room to grow. I've run retail-focused enterprise campaigns before. I already have a point of view on the vertical play, the persona, and the content angle. That's one of the first campaigns I'd put on the calendar.