Skip to main content
Book a working session

Proof, not promises.

I build demand engines for PE-backed and growth-stage B2B SaaS companies. The numbers below are verified outcomes from VP roles at MacroFab (Edison Partners, $24M → $53M ARR), TCP Software (Providence Equity), and Tektronix (Fortive, $1.2B BU) — and from my current fractional practice at Ascend GTM.

MacroFab

PE-backed · Edison Partners · Electronics manufacturing SaaS

$24M → $53M

ARR growth (120%)

$200M

Marketing-sourced pipeline (80% of total, ~10:1 ROI)

17% → 40%

PLG share of revenue

TCP Software

Providence Equity-backed · Workforce management SaaS

$60M

New pipeline delivered

+21%

EBITDA growth during PE transition

75%

Pipeline sourced by marketing

Ascend GTM

Current practice · AI-driven CRM analysis

$30M+

Pipeline whitespace surfaced via AI CRM analysis

100K+

Records analyzed across client CRMs

Week one

Time to first working GTM system

§ 01 — The situation

Kahuna had active Google Ads spend but no reliable view of pipeline contribution. A broken URL tracking template was stripping campaign names and replacing them with numeric IDs, silently breaking HubSpot’s attribution. The team had no way to know which campaigns were generating demos, or whether the spend was working at all.

§ 02 — What we found

Beyond the attribution gap, the account had compounding issues: a misconfigured Energy campaign with a cost-per-conversion that had quietly degraded with no alerting; missing negative keywords letting student and job-seeker traffic consume budget; zero LinkedIn presence in a key manufacturing vertical; and lead forms with no spam protection.

§ 03 — What we built

Rebuilt Google Ads to HubSpot attribution end-to-end: corrected the URL tracking template, enabled Enhanced Conversions, and backfilled historical records with correct campaign data. Deployed a full capture stack (conversion linker, UTM cookie writer, hidden-field prefill) across every primary demo form and brought conversion actions back online. Launched a structured LinkedIn ABM campaign against 85 named accounts in the Chemicals vertical, testing three creative approaches. Rationalized the Google Ads account structure and closed a spam-form exposure gap.

§ 04 — The result

Google’s algorithms are now optimizing against real pipeline stages instead of guessing blind.

  • Full attribution. From a handful of trackable paid contacts to full, clean campaign attribution across all paid traffic.
  • CPA anomaly caught. A cost-per-conversion anomaly with no prior alerting was caught and escalated before it burned further budget.
  • LinkedIn ABM launched. Structured account-based campaign now live against a previously unaddressed vertical.
  • Real bidding signals. Conversion actions restored, so Google is optimizing against real pipeline stages again.

§ 05 — Year-to-date, in numbers

$100,789 in Google Ads spend year-to-date produced 345 tracked contacts, 54 of them demo requests. 30 contacts progressed to MQL or beyond; 13 reached Sales Accepted; 7 reached SQL or beyond. As of July 21, 2026.

Google Ads spend year-to-date
$100,789
tracked contacts
345
demo requests
54
progressed to MQL or beyond
30

See what this could look like for your GTM stack.

Talk to us

Career overview

2025–PresentAscend GTMFounder & AI Marketing Operator
2021–2025MacroFab, Inc.Vice President of Marketing
2019–2021TCP SoftwareVice President of Marketing
2014–2018Tektronix (Fortive Corporation)Global Digital Demand Generation Manager
2011–2014Keithley InstrumentsDigital Marketing & Web Operations Manager

Ascend GTM

Founder & AI Marketing Operator

Feb 2025 — Present · Dallas, TX

AI marketing operator practice serving PE-backed and growth-stage B2B SaaS companies

I build demand engines for PE-backed and growth-stage B2B SaaS companies — from strategy to full-funnel execution — integrating sales and marketing under a shared growth plan. Every engagement runs through the Ascend GTM Platform, my own production infrastructure that connects 50+ SaaS tools so I can ship a working system in week one instead of three.

Clients

Kahuna Workforce

Current · Resolve Growth Partners

Point Field Partners

Current · private-equity family office

  • Demand generation systems — full-funnel strategy, campaign ops, and predictable pipeline
  • Revenue enablement — aligned sales + marketing on shared messaging, data, and GTM playbooks
  • AI-driven GTM execution — scalable automation, workflow copilots, and lead scoring intelligence in the work path
  • CRM and funnel visibility — custom dashboards with real-time analytics, ready for board meetings
  • Fractional GTM leadership — clarity, speed, and strategic oversight of an entire team without the headcount
HubSpotSalesforceGoogle AdsLinkedIn AdsGA4SEMrushCloudflare WorkersClaudeAWS Bedrock
MacroFab

MacroFab, Inc.

Vice President of Marketing

Aug 2021 — Jan 2025 · Houston, TX

Electronics manufacturing platform · $8M marketing P&L · AI-powered supply chain optimization

Ran marketing and complete revenue operations — typically three separate executive roles — for a PE-backed electronics manufacturing platform. Pioneered the industry’s first successful product-led growth motion and scaled the business from $24M to $53M ARR.

  • Scaled PLG from 17% to 40% of revenue ($20M incremental) with self-serve onboarding, loyalty pricing, and automated conversion funnels
  • Generated $200M in pipeline (80% of total) with a 3-person team, achieving 92% forecast accuracy
  • Improved sales cycle velocity 45% via CRM automation, lead scoring models, and data governance
  • Managed $8M P&L and presented monthly unit economics to the Edison Partners-backed board
  • Scaled revenue $24M → $53M ARR (120% growth) with AI-driven demand forecasting, automated pricing optimization, and margin analysis — lifted gross margin 25 percentage points
PLGRevOpsCRM automationUnit economicsBoard reporting
TCP Software

TCP Software

Vice President of Marketing

Nov 2019 — Jul 2021 · Dallas, TX

Workforce management SaaS · 10,000+ enterprise customers · Providence Equity-backed

Led marketing during the Providence Equity ownership transition. Repositioned marketing from cost center to primary revenue driver — 75% of pipeline sourced by marketing with rigorous attribution tying spend directly to revenue.

  • Delivered $60M in pipeline; drove 21% EBITDA improvement during the PE ownership transition
  • Established enterprise ABM program that increased ACV 25% and accelerated deal velocity 40%
  • Shifted board narrative and investment priorities through data-driven performance reporting
Enterprise ABMAttributionPE value creationBoard reporting
Tektronix

Tektronix (Fortive Corporation)

Global Digital Demand Generation Manager

Jun 2014 — Dec 2018 · Beaverton, OR

Test & measurement leader · $4M budget · 40+ countries

Rebuilt global demand generation infrastructure for a $1.2B business unit inside Fortive. Implemented multi-touch attribution across 40+ country markets.

  • Increased marketing revenue contribution from 40% to 70% of a $1.2B business unit
  • Managed $4M global demand budget with full P&L accountability, achieved 5:1 ROI
  • Presented quarterly business reviews to Fortive executive leadership
40% → 70%Marketing revenue contribution
$4MGlobal demand budget, full P&L
5:1Return on demand spend
Global demand genMulti-touch attributionP&L ownership
Keithley Instruments

Keithley Instruments

Digital Marketing & Web Operations Manager

Jun 2011 — May 2014 · Cleveland, OH

Led Salesforce CRM implementation and marketing automation buildout using Marketo. Established the foundation for data-driven revenue operations and AI-era automation across the org.

  • Improved sales productivity 20% through Salesforce + Marketo rollout and workflow redesign
  • Built the foundation other teams later scaled into enterprise RevOps motions
+20%Sales productivity
SalesforceCRM implementation led
MarketoAutomation buildout
SalesforceMarketoMarketing automation

Education

Case Western · Mumbai University.

Master of Science, Engineering Management

Case Western Reserve University

Bachelor of Science, Information Technology

University of Mumbai

Start with proof

Working session.
No pitch.

Where your pipeline leaks, what each leak costs per month, and the first fix that pays for itself — built from your actual data, with a firm price on the fix.

Book a working session