Before: No Visibility. No Accountability. No Funnel.
Aerospike faced a widespread challenge: Marketing generated leads that Sales didn’t act upon. Disagreement persisted regarding effectiveness, accountability, and deal progression.
Key Issues:
- No clear lifecycle stages or ownership
- No Standard Data Enrichment Process
- Manual handoffs between BDRs and AEs
- No visibility into Marketing’s pipeline influence
- Sales lacked CRM confidence
- Marketo carried significant Tech Debt
- No expansion funnel for existing customer re-engagement
Our Role: Architecting a GTM System That Scales
Brought in by PE sponsor Sumeru, the mission was to build an aligned, automated system providing leadership real-time visibility.
Actions Taken:
- Audited Salesforce and Marketo setup
- Designed clear Lead & Contact Lifecycle
- Automated ownership, routing, and status updates
- Streamlined Marketing-to-Sales handoff
- Centralized Data Enrichment with cohesive Lead Scoring
- Improved system adoption across international teams
- Simplified Marketo operational processes
After: One Funnel. One Team. One Source of Truth.
Outcomes Achieved:
- Unified marketing and sales funnel
- Automated lifecycle transitions
- Trusted, real-time reporting
- Increased adoption and accountability
- Marketing Automation System and CRM the team understood
Key Lessons
- Data transformations are critical before go-live
- UAT should include real users, not just Ops teams
- CRM adoption occurs when teams see immediate value
- Simplicity matters; Marketing Ops ease-of-use drives strategy success
“SalesNerd helped us unify our go-to-market motion from top-of-funnel outreach to closed-won deals. They didn’t just execute, they cared.”
Brandon Jackson, Global Head of Business Development, Aerospike