Strategy & Planning
Data driven Strategy that connects media spend to pipeline
We build ICP-aligned go-to-market strategies around your KPIs from awareness through conversion — reducing friction, increasing conversion, and improving ROI across every campaign.
Book a callSee resultsOur Approach
Most Agencies Execute. We Build the Strategy That Makes Execution Matter.
The most common failure in demand generation isn't bad execution, it's misaligned strategy. Campaigns optimizing for the wrong signals, ICP definitions that are too broad, and sales and marketing working from different playbooks. We fix all three before a single dollar is spent.
ICP Definition & Buying Committee Intelligence
We work with your sales and product teams to build a true, validated ICP — informed by win/loss data, CRM history, and the real inflection points that drive buyers into market. Then we map the full buying committee to where they spend their time as a baseline for media planning.
Go-To-Market Planning
We build channel-by-channel plans tied to your OKRs, with clear pipeline targets, budget allocation logic, and a prioritized roadmap your team can execute against from week one.
Buyer Journey Mapping
We map the full buyer journey for your ICP — identifying the channels, content, and touchpoints that move prospects from awareness to decision, so every investment is sequenced correctly.
KPI Alignment & Goal Setting
Within the first three weeks of an engagement, we align on KPIs, establish baseline funnel metrics, and set leading indicators that give leadership early visibility into pipeline trajectory.
Quarterly & Annual Planning Sessions
We lead deep-dive strategy workshops each quarter — reviewing performance, resetting priorities, and ensuring your demand gen motion stays aligned to company goals as they evolve.
Embedded Sales & Marketing Alignment
We operate as a true extension of your team — available in Slack, on ad hoc calls, and in the data — acting as the connective tissue between marketing execution and sales outcomes.
Revenue Intelligence
We Focus on Your Best Customers, Then Build Systems to Find More of Them
Great GTM strategy starts with understanding who you're winning with and why. Our Revenue Intelligence framework ensures every strategic decision is grounded in data, not assumptions.
Win / Loss Analysis & Speed to Close
We analyze patterns in your won and lost deals — understanding which segments close fastest, which stall, and what signals predict a high-probability opportunity vs. a time sink.
Average Revenue per Account & LTV
We map average revenue per account and lifetime value across your customer base — so demand gen investments are weighted toward the segments that generate the most long-term value.
Firmographic, Technographic & Demographic Profiling
We enrich your best customers with firmographic, technographic, and demographic data to build a precise ICP profile that informs targeting across every paid, organic, and outbound channel.
Account-Based Marketing
A Full-Funnel ABM Framework — From Awareness to Expansion
We build and execute ABM programs across all four stages of the buying journey — with the right channels, messaging, and KPIs for each stage, so no account falls through the cracks.
Sample ABM Framework
| Stage | Goal | Audience | Channels | KPIs |
|---|---|---|---|---|
1 — Awareness | Introduce to buying committee with maximum reach; build brand awareness | All committee members across all target accounts | CTV, Audio, Display, DOOH, OOH, YouTube, LinkedIn, FB/IG, Paid Search | Reach/Frequency, Accounts Reached, Brand Awareness Lift |
2 — Consideration | Create deeper understanding of product, solutions, and use cases | Accounts in awareness/consideration stage; custom audiences, LALs, title targeting | Programmatic Display, LinkedIn, FB/IG, YouTube, Paid Search | Cost per Site Visit, Accounts Reached, Time on Site |
3 — Conversion | Encourage conversion to lead via demo, free trial, or contact us | Consideration and decision accounts; high-intent search, brand search, site remarketing | Programmatic Display, LinkedIn, FB/IG, Paid Search, LLM/GEO Optimization | CPL, MQL, SQL, Closed-Won, ROI |
4 — Expansion | Progress MQLs through the funnel to close and expand existing accounts | Decision accounts; existing customers for upsell/cross-sell | ABM Display & Social, Direct Mail, Live Events, Executive Workshops | Movement through Sales Funnel, Expansion Revenue |
How We Onboard
From Kickoff to Live Campaigns in 30 Days
Kickoff & Leadership Alignment
Review historical data, conduct account audits, kick off competitor analysis, and align on goals, audience, and overall approach.
Audit Shareout & Campaign Planning
Share audit and competitor review findings, gather feedback, and drive collaborative planning on strategy and channel allocation.
Campaign Alignment
Channel strategy and budget breakdown shared and approved. Final ICP, KPI, and messaging alignment locked across sales and marketing.
New Campaign Launch
Campaigns go live. Reporting cadence established. Weekly check-ins begin with growth team; monthly executive summaries activated.
Featured Result
Enterprise Case Study — Paid Media
How an Enterprise Tech Company Grew Qualified Pipeline by 168% — While Only Increasing Budget by 9%
QoQ compounding growth achieved through a full-funnel paid media overhaul, CRM-driven planning, and rigorous reporting cadences.
Total matured pipeline from Q1–Q3 2025 now exceeds $100M.
How We Did It
- Rebuilt the planning process using historical CRM data to create accurate pipeline projections by region, channel, and partner — so every dollar had a forecasted return before it was spent.
- Designed campaigns that align with the full buyer journey, pairing demand generation with brand awareness programs to warm ICP accounts before direct outreach.
- Entered platform betas early and ran consistent A/B tests across paid channels, partner programs, and influencer activations to capture efficiency gains ahead of competitors.
- Delivered robust reporting cadences — weekly dashboards for growth teams, monthly executive summaries connecting paid activity to pipeline and revenue impact.
- Led quarterly strategy workshops and daily office hours, keeping stakeholders aligned and removing bottlenecks across sales and marketing in real time.
"If you are a SaaS company looking for help driving predictable revenue, there is no better partner for you than Compound Growth Marketing."— Dave Gerhardt, Founder of Exit Five, two-time CGM customer at Drift & Privy