From Trail to Takeaway
Walking the Dogs: Where I Reflect on ROI Wins, GTM Breakthroughs, and Marketing Lessons That Endure
About Walking the Dogs
Get ready for another exciting episode of Walking the Dogs podcast featuring Lisa Schwartz, Dusty and Tanner Schwartz!
Build Growth Machines
Connect with Growth Moves.
When a new product is introduced, or growth is not yet meeting KPIs, your marketing function likely needs to start looking very different and you need to adjust initiatives to predictably scale revenue by developing a more sophisticated, data-driven marketing function that efficiently produces results. Tune in for advice and a roadmap to sustainable growth!
DMT Marketing Pilot
Sales and Marketing Align to achieve KPIs
Need to break into new target accounts and your sales team doesn’t have the bandwidth to develop these opportunities? A classic problem with a classy SaaSy solution that cleared the KPIs and new campaign framework takeoff! See how it was done.
How it all works
Steps to Your Success
90-day growth marketing journey to generate qualified opportunities and achieve sustainable growth.
Take the leap
Start with your brand marketing with brand strategies to increase awareness and intent that enables customers to be captured by growth marketing.
Grow every day
Growth marketing focuses on sustainable, repeatable systems to bring customers to your core offering and until they become a customer and then keep them there (retain them).
Joyful Offers
Product marketing creates joy with customers and gleefully introduces more ways to use the product keeping an ear to the ground to how the needs of the user base might change.
Walking The Dogs + Growth Resources
Articles, media, research and more
Your GTM Strategy Has Too Many Routes
How to Choose the Right Go-to-Market Motions for Growth Business question: Which go-to-market motions deserve investment when too many routes compete for resources? Leadership takeaway: Focus the team on a small number of routes that…
Your ICP Has Gone Stale: How to Refocus Your Market and Sharpen Your Positioning
Dusty can catch a scent during one of our walks and become completely committed to following it. Business question: Is our ideal customer profile still the right target as the market and buyer priorities change?Leadership…
Read More Your ICP Has Gone Stale: How to Refocus Your Market and Sharpen Your Positioning
How to Measure Brand Marketing: From Brand Vibes to Numbers on the Scoreboard
Brand does not have a measurement problem. Business question: How do we measure brand marketing by its effect on the right audience and business outcomes?Leadership takeaway: Align brand, demand, sales, and finance on a shared…
Read More How to Measure Brand Marketing: From Brand Vibes to Numbers on the Scoreboard
Your Teams Can Hit Every KPI and Still Miss the Growth Goal
Marketing generated 5,000 leads. Business question: Why can every team hit its KPI while the company still misses the growth goal?Leadership takeaway: Align every function to one shared business outcome instead of optimizing disconnected activity.Framework…
Read More Your Teams Can Hit Every KPI and Still Miss the Growth Goal
The Work Behind the Growth Framework
Across SaaS, cloud and enterprise technology companies, I’ve built growth systems that connect positioning, demand generation, account strategy, digital experience, sales execution and measurement to business outcomes. These are some of the experiences that shaped how I think about predictable B2B growth today.
Turning Demand Into Sales Pipeline
Meru Networks
Putting Unit Economics Behind Growth
GoGrid
Connected acquisition strategy with customer economics by using CAC, customer value, payback and revenue modeling to determine where marketing investment could scale profitably.
Turning Campaign Marketing Into a Revenue System
HP
Led integrated acquisition and nurture programs supporting HP’s commercial business, redesigned campaign planning around audience and revenue priorities, and introduced multi-touch measurement. An omnichannel pilot increased opportunity influence 27% quarter over quarter.
Scaling Global Demand Through ABM
Citrix
Designed an integrated global campaign architecture and pioneered Citrix’s first global ABM framework across North America, EMEA and APJ, contributing to 25% YoY growth in marketing-influenced pipeline and 42% growth in net-new contacts.
Building a Growth Engine from the Ground Up
ClearStory Data
Built the company’s first scalable demand engine across positioning, digital acquisition, website personalization, nurture, automation and sales alignment. The result: 115% above pipeline target and $17M in ARR pipeline.
