step 1 · pipeline baseline
one pipeline number the board trusts.
One sourced-pipeline number, reconciled to booked revenue, with leaks ranked by cost.
$5,000 fixed · three weeks · stop gate after week one
mishaal murawala · founder & ai marketing operator
i give pe-backed b2b software companies a pipeline number the board can check. then i fix or fill the marketing seat behind it.
who i am
mishaal murawala.
Founder & AI Marketing Operator.
Two-time VP Marketing, at TCP Software and MacroFab.
I take the marketing seat and get the work done.
My platform carries a team's volume.
who i help
ceos of sponsor-backed saas.
For PE-backed and growth-equity-backed B2B SaaS companies, about $5M to $50M ARR.
Not for seed-stage, unfunded, consumer, fintech or clinical healthcare companies.
Usually the CEO. Often through the operating partner or the search firm.
what i’ve done
proof, by employer.
- TCP Software, Providence Equity-backed: $60M pipeline, 75% marketing-sourced.
- Cash EBITDA grew 21% at TCP Software while I led marketing as VP Marketing.
- MacroFab: ARR went from $24M to $53M in 40 months while I led marketing.
- MacroFab: $200M in marketing-sourced pipeline, 80% of the total.
Prior-career results, by employer. No client results are shown. MacroFab, Aug 2021 to Jan 2025. TCP Software, Nov 2019 to Jul 2021.
how it works
one number first. then the repair or the seat.
step 2 · one repair
the costliest leak, fixed.
One named constraint, repaired in your stack at a fixed price.
$4,500 to $7,500 fixed · two to four weeks
step 3 · embedded marketing leadership
the marketing seat, taken.
I take the marketing seat, build the demand engine and hand it to your next hire.
$10,000 a month · 90-day term, $30,000 total · then month to month
I own the plan, the calls and the number. My platform carries the volume a team would.
when ceos call me
the ceo who owns the number and the board meeting.
- the marketing seat is empty.
- a new marketing leader needs a number to inherit.
- the deal just closed and the first 100 days have started.
- growth stalled mid-hold.
- exit preparation has started and buyers will check the pipeline.
PwC's 2026 analysis of PE-backed companies uses its 29th Global CEO Survey. Four in ten CEOs say technology functions perform below expectations. Almost as many say the same of demand generation. Source: PwC, June 2026
Already have a marketing leader? They keep the seat and the number. I build the baseline with them.
see the pipeline baseline →pipeline questions.
What is a pipeline number the board can check?
It is one sourced-pipeline number that marketing, sales and finance agree on. They agree its definitions first. It is reconciled from the CRM to booked revenue. Every definition is written down, so a CFO can rebuild it from the records. The Pipeline Baseline produces it in three weeks for $5,000, with read-only access.
Why does my board not trust our pipeline number?
Usually because marketing, sales and finance each count pipeline differently. The number then changes with whoever presents it. PwC's 2026 analysis of PE-backed companies uses its 29th Global CEO Survey. Four in ten CEOs say technology functions perform below expectations. Almost as many say the same of demand generation. One agreed definition, reconciled to booked revenue, ends the argument.
What does it mean to fix or fill a marketing seat?
Fix means your marketing leader keeps the seat and one costly leak gets repaired. Fill means the seat is empty or failing, and I take it for a 90-day term. That term ends in a handoff to your next full-time hire. The pipeline number comes first either way. The free working session picks the first step and confirms fit.
the working session
30 minutes to pick the first step and confirm fit.
It is free. You leave with a recommended first step and a fit answer. It promises no findings, audit or leak costs. Those come inside the Baseline.