Erfan Pirhooshiar.

Inherited a demand engine measured on MQL volume, not pipeline. Sales didn't trust marketing's leads, CAC was climbing, and there was no account-level targeting in a long enterprise sales cycle.

Rebuilt around an ABM-first model: defined the ICP with sales, stood up 6sense intent data, concentrated spend on in-market accounts, and rewired reporting from lead volume to pipeline and CAC. Hired and grew the team from 0 to 5 to run it.

$10.5M in pipeline and CAC cut ~67% year over year, with a five-person team owning the motion.

Bring sales into the account-scoring model in week one, not month three. The early MQL-era reporting cost us a quarter of hard-won trust we then had to rebuild.

A $4.5M paid budget across Google, Meta, and LinkedIn was spread thin — weak audience discipline, undifferentiated creative, and a CPA trending the wrong way.

Set the demand-gen strategy and ran a structured audience-and-creative testing cadence: killed underperforming segments fast, doubled down on what converted, and held budget to a clear efficiency target.

CPA down 38% on a $4.5M budget — without sacrificing volume.

Stand up incrementality testing earlier. Last-click flattered a couple of channels that a proper holdout test would have demoted sooner.

Early-stage AEC SaaS with no demand engine — undefined ICP, thin traffic, and no outbound motion to speak of.

Built it from scratch: sharpened ICP targeting, stood up content + paid to grow traffic, and launched an intent-driven outbound/ABM motion on Clay-enriched signals.

+50% traffic and a repeatable outbound motion in the first phase.

Still in flight — the early bet is that outbound compounds faster than content at this stage. I'm pressure-testing that monthly.