A small number of high-impact engagements

PROJECT 1: Pipeline Conversion Strategy (APAC)

Context
Advised on APAC regional marketing performance and growth strategy for a global HR technology company across ANZ, SEA, North Asia, and Greater China.

Challenge
Strong demand generation was not translating into pipeline, with significant variation in conversion across markets, particularly Mid-Market ANZ.

Approach

  • Conducted regional funnel analysis (MQL → SQO)

  • Identified gaps in targeting, messaging, and lifecycle progression

  • Developed Q2 strategy focused on:

    • ABM for priority Mid-Market and Enterprise accounts

    • Lifecycle programs to convert SEA demand

    • Market-specific positioning (e.g. Hong Kong vs Singapore)

  • Aligned marketing execution with Sales priorities

Outcome

  • Shift from awareness-led activity to pipeline-driven execution

  • Identified ~2–3x pipeline uplift opportunity through conversion improvements

  • Established scalable regional GTM framework

PROJECT 2: Revenue-Led Field Marketing Strategy (APAC)


Context
Established first regional field marketing strategy across APAC for a high-growth enterprise SaaS company, focused on pipeline through land-and-expand.

Challenge
Program investment lacked alignment to pipeline outcomes, with inconsistent execution across markets.

Approach

  • Repositioned events as pipeline-generating programs

  • Designed tiered event strategy:

    • Executive roundtables (high-intent)

    • Industry events (scale + awareness)

    • Partner-led events (co-sell opportunities)

  • Introduced:

    • Account targeting aligned to Sales

    • Pre- and post-event engagement plans

    • SDR + AE follow-up alignment

  • Focused on priority accounts and deal progression

Outcome

  • Improved pipeline quality from event strategy

  • Stronger Marketing–Sales alignment on target accounts

  • Increased contribution to mid- and late-stage opportunities

PROJECT 3: Partner & Ecosystem Marketing Strategy (EMEA & APAC)

Context
Defined partner marketing strategy across APAC and EMEA, working with cloud providers, GSIs, and regional partners to drive joint pipeline.

Challenge
Partner activity was fragmented, awareness-led, and not clearly tied to pipeline or Sales priorities.

Approach

  • Defined “to / through / with” partner motion:

    • to: enable partners with messaging

    • through: co-marketing and MDF

    • with: joint selling and account targeting

  • Aligned partner activity to:

    • Priority accounts

    • Regional GTM priorities

  • Introduced:

    • Joint campaigns (events, content, digital)

    • Clearer pipeline attribution

    • Structured MDF use

Outcome

  • Increased partner pipeline contribution

  • More efficient co-funded marketing

  • Stronger alignment across partners, Sales, and Marketing

PROJECT 4: “Sniper Awareness” Campaign Design (APAC)

Context
Designed targeted awareness strategy for high-performing APAC markets to improve pipeline efficiency.

Challenge
Broad awareness activity was not converting into pipeline in high-investment markets.

Approach

  • Developed account-based “Sniper Awareness” model

  • Tailored messaging by market:

    • Hong Kong: speed, competitive advantage

    • Singapore: compliance, scalability

  • Focused on priority accounts and decision-stage engagement

Outcome

  • Shift from broad awareness to targeted ABM

  • Improved pipeline alignment and engagement efficiency

  • Created scalable model for high-efficiency markets

PROJECT 5: Global Partner Engagement & Activation Program (EMEA & Global)

Context
Led partner engagement strategy across EMEA and Global programs for a high-growth SaaS organisation.

Challenge
Partner engagement was fragmented, with inconsistent activation and limited alignment to GTM and co-sell priorities.

Approach

  • Built structured partner engagement model across:

    • Global Partner Kick-Off (PKO)

    • Partner Day @ tier one events

    • Ongoing communications and community activation

  • Introduced consistent cadence:

    • Partner LinkedIn community

    • Cross-functional editorial calendar

  • Delivered high-impact events:

    • Exceeded registration and attendance targets

    • Coordinated across 11+ teams

    • Secured Cloud and SI partner speakers

  • Drove ecosystem engagement via:

    • ISV sponsorships across 10+ EMEA cities

    • Integration with field marketing programs

  • Established scalable frameworks:

    • Repeatable Partner Day model

    • Global engagement blueprint

Outcome

  • Increased engagement and participation

  • Established consistent communication cadence

  • Strengthened alignment across ecosystem, Sales, and Marketing

  • Improved readiness for co-sell pipeline generation

  • Created scalable model for future programs

Project 6:Marketing & Sales Alignment Model (APAC)

Context
Supported alignment between Marketing, SDR, and Sales teams across APAC.

Challenge
Drop-off between MQL and opportunity indicated misalignment in qualification, messaging, and follow-up.

Approach

  • Mapped funnel stages and ownership (Marketing → SDR → AE)

  • Identified key drop-off points

  • Introduced:

    • Lead qualification alignment

    • Deal-stage content strategy

    • Shared account prioritisation

Outcome

  • Reduced MQL → SQO drop-off through clearer ownership

  • Improved pipeline progression

  • Stronger Marketing–Sales alignment

Tell us about your project