How we grew revenue 25% while cutting the marketing budget in half

The program spent $11M a year with no clear line of sight from spend to company goals. Managers carried large budgets without visibility into how that spend served the business. The gap was structural, not personal.

Diagnose before you cut

We analyzed every campaign by keyword and channel to find gaps and opportunities. We found high-volume, low-ROI campaigns to cut and high-LTV keywords to build from. We also met with the head of product and every market-facing team member to understand blockers, KPIs, and ICPs.

Rebuild around who you need to win next

The lifecycle program was built for the customers the company used to win, not the upmarket customers it needed next. We reworked it around that segment, cut what returned nothing, and gave every remaining dollar an owner and a goal.

The result

Annual budget fell from $11M to $5.5M through a reorganization that took the team from 25 people to 12. Revenue rose 25% year over year, surpassing goals by 13%. Average revenue per user rose 33%, retention rose 40%, cost per lead fell 50%, and cost per acquired customer fell 60%.

Growth followed the process fix, not additional spend.