ASI · Team and function · 2023 to 2026
Building the growth function
Two campaign managers became a seven-person team with a dedicated owner for each channel that drives leads. Qualified lead volume grew 33%, then 62%.
Problem
Growth marketing was two campaign managers, and email was the main lead driver. Nobody owned paid media, SEO and web, or marketing operations.
Move
I hired ASI's first dedicated leaders for SEO and web, paid media, and marketing operations. I launched the first account-based marketing function, with a dedicated ABM campaign manager. I segmented audiences and turned paid search and paid social into steady lead sources, so email stopped carrying the whole load. The team ran on a $1M budget.
Result
Qualified lead volume rose 33% in 2024 and another 62% in 2025, contributing to ASI's strongest sales months since 2019 in the first half of 2025. Marketing sourced nearly 80% of new business.
Team, before and after
Before, 2 people
- Campaign manager
- Campaign manager
After, 7 people
- SEO and web lead
- Paid media lead
- Marketing ops lead
- ABM campaign manager
- Rest of the team, 3
Highlighted roles were new to ASI.
Qualified lead volume, indexed to 2023 = 100
Index values come from the two year-over-year growth rates.