You’re in unprecedented territory.
The standard demand gen playbook doesn’t fit.
I’ve seen 75+ demand gen playbooks up close, and I know what breaks.
I can help you write the one that works.
In the last two years, I’ve overhauled demand gen for
I didn’t just run these programs. I helped build the business behind them. As a founding member of the North America office at Transmission, a B2B marketing agency, I helped grow it from scratch to $20M+ a year.
Every one of those was a different problem. Different buyer, different motion, different constraints. So I’ve never had the luxury of one company’s playbook. I’ve had to build the answer from scratch, again and again, for companies that looked nothing alike. That’s the muscle you want when there’s no playbook to copy and you’re figuring it out as you go.
First 60 days at OAI
I don’t know the state of where you are internally, or what you’ve already done, so this is more instinct than a plan. Whatever direction the strategy takes, I’d want the first work to be valuable regardless of how things pivot or evolve.
I’d start by getting the mid-market and SMB ICPs genuinely defined, with sales, product marketing, and real customer data, then building one full-funnel base of horizontal messaging for each. Once that base exists, every channel can leverage it (paid, lifecycle, email, webinars, content, SDR, sales, partners), so we could run cohesive, orchestrated campaigns instead of disconnected tactics. And every later move (vertical programs, sales-led plays, narrow sub-segments) compounds on that base rather than starting from zero.
In parallel, I’d get the plumbing right, clean measurement from lead to pipeline, and leads routed to the right reps fast, so the pipeline goals mean something and sales is looped in correctly.
Neither is groundbreaking, but both are high-leverage work everything else builds on.
I started in B2B paid media and figured out fast that in B2B, more than any other discipline, nothing works unless it’s integrated. I’ve built my whole career on that since, connecting audience, message, channel, and sales into one motion.