New marketing strategy for Circula (B2B Spend Management SaaS)
Problem:
My client, Circula, a B2B SaaS Fintech in Germany had recently opened 2 new markets (Spain and Netherlands) and was struggling with their marketing approach to generating pipeline for the sales team, both in their core and expansion markets. The existing marketing team was quite junior and was led by a VP marketing who had never driven growth beyond Germany.
Action:
I worked with the marketing team, VP of Sales and Founders to revamp the current marketing strategy in order to support high-conversion, high-velocity demo requests, and trials.I developed a marketing scorecard that was aligned with the company strategy and drove a greater sense of interdependencies within the gtm team. Finally, I created specializations (right person performing the right task) and fine-tuned existing people processes to accelerate hiring in core markets.
Result:
Monthly ARR Pipeline (qualified opportunities matching ICP) grew from €20k to over 1€ million in just over 6 months, CAC payback decreased by 20%. Rebuilt the marketing org to align it to Circula's growth needs.
