Case Study · Eltropy | VP Marketing & Strategy
Refined ICPs, messaging, demand generation, ABM, SDR workflows, sales enablement, lifecycle, partnerships, and revenue reporting around one operating model.
Eltropy is an AI-powered communications SaaS platform serving banks, credit unions, and financial institutions — a growth-stage company selling a complex, regulated product into risk-averse buyers. I joined as VP Marketing & Strategy, owning the full marketing organization.
Revenue growth was constrained by fragmented go-to-market execution: positioning, demand generation, SDR outreach, sales enablement, and customer marketing operated as disconnected activities, producing pipeline that did not predictably convert into revenue.
The complete marketing function — positioning, product marketing, demand generation, ABM, field and events, partner marketing, lifecycle, PR, analyst relations, sales enablement, and RevOps alignment. Sales, Product, and Customer Success were close partners; the operating model that connected them was mine.
A single full-funnel GTM operating model: refined ICPs and buyer messaging, rebuilt demand generation and ABM around those ICPs, redesigned SDR workflows, created enablement the sales team actually used, connected lifecycle and partner programs to expansion revenue, and installed revenue reporting that made pipeline quality visible to the executive team.
Led the marketing organization and agency partners; aligned Sales, SDR, Product, Customer Success, and RevOps around one operating cadence across a national financial-services market.
Panelist at CRO Exchange, San Francisco 2026 — AI, Pipeline Integrity and Revenue Predictability — where this operating model was the core of the discussion. See the four-part Predictable Pipeline Revenue series on this site.