The Growth Problem
When TruNorth engaged, the client was suffering from an alignment and infrastructure crisis — not just a marketing problem. There was no documented sales process, no visibility into pipeline health, and no agreed-upon go-to-market strategy.
The marketing team was functioning as a demoralized, reactive "service desk" producing collateral without measurable outcomes or connection to closed revenue.
“There's really nothing that we haven't asked them that they haven't been willing to take on and do a good to great job.”
The Strategic Fix
Infrastructure
- Rebuilt the HubSpot environment from ~33% utilization into a functional "North Star" Growth Engine
- Defined clear lifecycle stages: Awareness → Engaged → MQL → SQL
- Created unified attribution tracking connecting marketing spend to closed revenue
Sales Alignment
- Deployed BirdDog for intent signal detection across target accounts
- Established a strict "five-minute rule" for rapid inbound lead processing
- Built standardized qualification criteria across sales and marketing teams
Accountability
- Implemented RACI frameworks to clarify roles across departments
- Shifted marketing into the connective tissue between sales, customer success, and product
- Established weekly pipeline reviews with cross-functional stakeholders
The Outcome
Transitioned the client from alignment crisis to a functioning top-of-funnel Growth Engine. Drove a high-velocity 30-meeting sprint and successfully populated the pipeline.
500+
Awareness-Stage Leads
168
ICP Accounts Identified
35
SQLs Generated
18+
Meetings Booked
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