B2B + DTC
127% revenue growth in 12 months across B2B and DTC
+127%
Revenue growth in 12 months
2
Motions unified (B2B + DTC)
4
Channels coordinated
The Situation
A manufacturer was running two very different go-to-market motions in parallel — a B2B pipeline selling into distributors and a direct-to-consumer ecommerce business — with marketing that didn't talk to itself.
Paid, email, print, and ecommerce were each being optimized in isolation. There was no unified view of revenue, and the two motions were quietly competing for the same budget and attention.
The Approach
01
Unified the funnel across B2B and DTC
Replaced two siloed teams chasing two metrics with one revenue model that accounted for both motions and how they fed each other.
02
Aligned paid, email, print, and ecommerce
Coordinated every channel around shared targets and shared creative, so the brand showed up consistently and budget stopped overlapping.
03
Built a B2B pipeline engine the sales team trusted
Lead scoring, a clean sales handoff, and pipeline reporting that sales actually used — instead of marketing throwing leads over a wall.
04
Scaled DTC by margin, not blanket ROAS
Set CAC targets by product margin so the ecommerce business grew profitably rather than chasing top-line revenue at a loss.
The Results
+127%
Total revenue growth in 12 months
Both
Motions growing in parallel
1
Unified revenue dashboard
Two motions that had been fighting each other started compounding. Leadership ran the business off a single revenue view, and the marketing spend finally mapped to where the growth actually came from.
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