VP Demand Generation  ·  Head of Marketing

I build revenue engines.

A revenue engine doesn't run on demand gen alone. It runs on a GTM strategy where PMM, content, brand, and pipeline generation are pulling in the same direction, against the same number, at the same time. That's what I build.

Nearly 20 years  ·  PE-backed B2B SaaS  ·  $20M–$150M ARR
Vista Equity Accelerate Alumni  ·  Interim Head of Marketing  ×  2

See the results Let's talk pipeline
Kelly Pugh
80% Pipeline owned
$30M+ Annual pipeline
$5M+ Budget managed
15 Person team built

How I think about marketing

Most demand gen leaders own the funnel. I own the function. That means I don't just run campaigns — I build the infrastructure, align the org, and architect the strategy that makes pipeline predictable.

PMM sets the foundation. Brand builds trust at scale. Content fuels every stage of the buyer journey. Demand gen converts it. SDR programs extend reach. And attribution tells you what's actually working. I've led all of it, often simultaneously, at companies moving fast under PE ownership.

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Demand Generation

Multi-channel pipeline programs built for predictability. Paid, organic, partner, ABM, outbound, field events, and campaigns working as a system — not a collection of tactics.

ABM Paid Organic SDR programs Field & Events Campaigns Attribution
◈

Product Marketing

ICP definition, persona development, competitive positioning, and sales enablement that actually gets used. Full ICP transformations from SMB to enterprise, with the messaging architecture to match.

Positioning Battlecards Sales enablement ICP
◇

Brand & Content

Brand that does strategic work, not just aesthetic work. Full brand consolidations across multi-product lines, content engines tied to pipeline metrics, and thought leadership that moves deals.

Brand architecture Content strategy Consolidation
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Org & GTM Leadership

Teams built from scratch, two interim Head of Marketing roles during leadership transitions, and org designs that scale. I report to the board. I partner with sales, product, and the CEO.

Team building Board reporting Interim leadership

Career highlights

The numbers that matter

These aren't vanity metrics. They're the outputs of systems built intentionally, across five PE-backed SaaS companies, over nearly two decades. Each number has a strategy behind it.

39%

YoY growth in marketing-sourced pipeline

While scaling enterprise deal size 121% and contributing 48% of closed-won revenue. Growth that paid for itself.

68%

Meeting-to-opportunity conversion rate

Sustained across global SDR programs, against a B2B SaaS industry average of 20–35%. Tight ICP targeting and sales-marketing alignment made the difference.

60%+

Reduction in cost per MQL

Through paid channel optimization while driving a 20x increase in mid-market segment lead volume year over year.

4x

Meetings generated in 6 months via AI-powered GTM

Deployed AI-powered GTM infrastructure (Qualified AI, Gong, Jasper, UserGems) that produced 4x meetings and 10% of total pipeline within six months of launch. At Trackforce.

121%

Increase in enterprise deal size

Driven by a full ICP transformation — from SMB to enterprise — with new personas, competitive battlecards, and a complete sales enablement suite.

50+

GTM assets from a single brand consolidation

Unified three product lines under one identity: new logo, trademark, updated messaging architecture, and 50+ assets launched at once.

GTM infrastructure

The stack that runs the engine

Revenue attribution & reporting
AI-powered outbound (Qualified AI)
Conversation intelligence (Gong)
Content & campaign AI (Jasper)
SDR program design & ops
Multi-touch attribution
ABM infrastructure & targeting
Paid channel optimization
CRM & MAP integration
Board-level pipeline reporting

I don't just use tools — I build the infrastructure that makes them produce results. At Trackforce, deploying an AI-powered GTM stack generated measurable pipeline impact within the first six months. That's implementation done right: clean data, aligned process, and a team that knows how to use what's in front of them.

4x
Meetings in 6 months
60%+
Cost per MQL reduction
68%
Mtg-to-opp rate

At every company I've joined, one of my first moves is an audit: what's being tracked, what's being ignored, and where the attribution gaps are hiding. You can't optimize what you can't see. I build the measurement layer before I scale the spend layer.

My PE-backed background means I understand that every dollar needs a story. Budget conversations are board conversations. I've built and defended $5M+ marketing budgets against revenue targets — and I know the difference between spend that scales and spend that just grows.

Tools I deploy

HubSpot Salesforce Marketo Qualified AI Gong Jasper UserGems Outreach 6sense ZoomInfo Google Ads LinkedIn Ads Full Circle Pendo WordPress

Featured work

Where the strategy became pipeline

VP Demand Generation & Interim Head of Marketing

Trackforce

Workforce Management SaaS  ·  PE-backed

39%
YoY pipeline growth
121%
Increase in enterprise deal size
4x
Meetings from AI GTM in 6 mo
50+
GTM assets from brand consolidation

From fragmented brand to enterprise revenue engine

Trackforce came to me with three product lines, a misaligned ICP, and a demand gen program that wasn't moving enterprise deals. I stepped in as VP Demand Generation and took on interim Head of Marketing responsibilities, running strategy and execution simultaneously across brand, PMM, and pipeline.

The work spanned the full function. I led a complete brand consolidation unifying three acquired product lines under a single identity — new logo, trademark, and messaging architecture — then built the GTM and sales enablement assets to activate it. In parallel, I executed a full ICP transformation, shifting the target buyer from SMB security firms to enterprise, with new personas, competitive battlecards, and a sales enablement suite that AEs actually used in the field.

The AI-powered GTM deployment was the accelerant:

  • Deployed Qualified AI, Gong, Jasper, and UserGems as an integrated stack — producing 4x meetings and 10% of total pipeline within six months of launch
  • Directed the ICP shift to enterprise buyers, driving 121% growth in enterprise deal size and 39% YoY pipeline growth
  • Reduced cost per MQL 60%+ through paid channel optimization while increasing mid-market lead volume 20x year over year
  • Sustained a 68% meeting-to-opportunity conversion rate across SDR programs against a 20–35% B2B SaaS industry average
  • Contributed 48% of closed-won revenue while scaling enterprise deal size and growing marketing-sourced pipeline

Brand & Product Marketing

The work behind the engine

Pipeline is the output. Brand, positioning, and product marketing are the infrastructure underneath it. I've run both sides of that equation — often at the same time, without a separate CMO above me.

As Interim Head of Marketing at two companies, I didn't have the luxury of separating strategy from execution. I set the brand direction, ran the PMM function, and owned pipeline simultaneously. That's what a real full-funnel marketing leader looks like.

At Trackforce, I executed both workstreams concurrently. The brand consolidation unified three acquired product lines into one coherent identity. The ICP transformation shifted the entire go-to-market from SMB to enterprise. Both projects fed directly into the 39% pipeline growth and 121% enterprise deal size increase.

The through-line in all of it: brand and PMM aren't support functions. They're the reason pipeline converts at the rate it does. I build them like revenue programs, because that's what they are.

Brand Consolidation Trackforce

Challenge: Three acquired product lines operating under separate brand identities, with no unified GTM narrative, conflicting positioning, and a sales team that couldn't tell a coherent story.

Approach: Led the full consolidation from discovery to launch — new logo, trademark, updated value messaging architecture, and a repositioned ICP. Built 50+ GTM and content assets to equip the sales team at launch.

Outcome: A single, coherent market identity that supported the enterprise sales motion and became the foundation for the company's PE growth narrative.

ICP Transformation & Sales Enablement Trackforce

Challenge: Go-to-market was targeting SMB security firms with an enterprise-grade product, suppressing deal sizes and generating low-value pipeline that stretched the sales team thin.

Approach: Directed a full ICP transformation — new enterprise buyer personas, competitive battlecards, and a complete sales enablement suite built around the repositioned target profile.

Outcome: Enterprise deal size increased 121%. The enablement materials became the standard toolkit for AEs closing six-figure deals, with 48% of closed-won revenue attributable to marketing.

"

Kelly is the kind of leader who naturally brings out the best in others… especially when building and scaling repeatable, results-driven GTM motions.

At TigerConnect, Kelly not only built the SDR team and demand program from the ground up, but was also instrumental in shaping and upholding a GTM and ELT culture rooted in moving fast, learning quickly, and having fun along the way. She always rolls up her sleeves, pairs deep business acumen with strategic clarity, and consistently turns change or challenge into opportunity.

From a culture standpoint, Kelly is a 15/10. She brings infectious positivity, momentum, and enthusiasm, and elevates everyone around her. She’s an absolute asset to any organization lucky enough to work with her.

Megan Taggart  ·  Marketing Executive, TigerConnect

Let's talk

Open to VP of Demand Generation
and Head of Marketing roles.

I work with PE-backed and venture-backed B2B SaaS companies in the $20M–$150M ARR range. If you're building a demand gen function from scratch, scaling into enterprise, or need revenue infrastructure that actually moves pipeline, I'd like to hear from you.

pugh.kelly1@gmail.com
LinkedIn