Making marketing spend work harder for cross-sell and lead quality

01 — How I reallocated spend to improve lead efficiency, support cross-sell, and focus the available budget on the activities driving the best commercial return.

I managed budgets across multiple programs, working closely with the Sales Development Representative team and an agency to support demand generation.

One agency-led campaign was generating quality leads for compute, but the cost per lead was unsustainable.

At the same time, we needed to stay active in market to ensure we were still driving an effective pipeline.

02 — Action

I reviewed the performance data with the team, and we made a deliberate decision to temporarily shift some budget into other digital channels to test a broader message mix. We also layered in cross-sell messaging to promote storage solutions alongside compute.

This allowed us to test whether the same audience would respond to a second product offering. With Dell and Pure Storage established as some of the default players in the market, we had to ensure the content directly addressed the "why should I care" relevant to prospects.

Based on the results, we redirected spend more selectively into what was working and ran a more targeted stream with the agency focusing on the cross-sell opportunity rather than a single-product approach.

03 — Result

We maintained strong lead volume and quality for compute and saw encouraging early results for cross-sell.

Sharing ownership with Sales, we got in front of prospects Sales was unable to contact directly, lifting the conversion rate just above the regional average and enhancing deal velocity by 20% through the funnel.

We also reduced cost per lead by 40%, and delivered A$3M in incremental pipeline in key SMB and Mid-market segments.