Pluspunten
The field marketing/events team was exceptional. They drove a significant portion of top-of-funnel engagement and created meaningful in-person experiences that supported pipeline generation.
Minpunten
• Persistent lead routing and RevOps breakdowns. Inbound demo requests were misrouted or improperly disqualified for an extended period, while sales was held accountable for low demo volume.
• Sales culture lacked transparency and consistency in account ownership and lead distribution processes.
• No structured SDR round-robin process; lead tracking relied on manual documentation, creating inequities in opportunity flow.
• CRM hygiene was extremely poor (duplicate accounts, outdated records, misaligned ownership), impacting outbound and new business efforts.
• Misaligned KPIs: Sales measured on speed-to-live even when post-contract delays occurred within onboarding or customer success.
• High turnover and frequent layoffs created instability and low morale.
• Compensation way below broader adtech benchmarks.
• Product positioning struggled against more differentiated performance marketing platforms, particularly in prospecting/targeting capabilities.
• Marketing messaging frequently misrepresented active product functionality, creating friction in sales conversations.
• Heavy emphasis on retargeting budgets limited incremental growth strategies and skewed conversion performance unjustly
