Revenue Operating System from Zero
The full walk-through of how I built the GTM infrastructure behind $159.4M in influenced pipeline.
Case Study: TSI Digital Transformation
The "One TSI" Revenue Infrastructure
Role: VP of Marketing (acting CMO) Timeline: 2024-2025 Challenge: 8 acquired brands operating independently, fragmented tech stack, no attribution, declining organic visibility
The Full-Stack Approach
1. Systems Architecture (What I Built)
Website Revenue Engine
- Led two complete tsico.com rebuilds with conversion-optimized architecture
- Implemented Core Web Vitals optimization (PageSpeed: LCP 2.5s, CLS 0.01, INP 86ms)
- Result: 65% YOY organic lead gen increase, 30%+ conversion rate improvement
Salesforce CRM Overhaul
- Designed data model and governance framework
- Implemented Einstein Analytics for AI-powered lead scoring
- Built automated sales workflows and pipeline visibility
- Result: 100% duplicate elimination, ~400% data completeness increase
GA4 Attribution Infrastructure
- Architected enterprise-grade measurement framework
- Implemented UTM discipline and campaign tracking
- Created PBI dashboards for real-time pipeline attribution
- Result: Full-funnel visibility from visitor to won deal
2. Go-to-Market Strategy (What I Designed)
"One TSI" Brand Architecture
- Unified 8 acquired brands into cohesive branded house strategy
- Developed vertical-specific positioning (Healthcare RCM, ARM, Fintech, Utilities)
- Created 2026 GTM Roadmap: "Agentic Dominance"
Content Velocity System
- Built 7-month rolling content calendar with AI-assisted production
- Established 7-day brief-to-ship SLA
- Result: 200+ annual posts, 26 product/press releases
RFP & Sales Enablement
- Developed L2/L3 proposal templates and competitive battlecards
- Created outcome-first messaging framework
- Result: ~10% payment lift, 20%+ cost reduction for clients
3. AI Operating System (What I Innovated)
Marketing AI Assistant (GPT Builder)
- Designed multi-agent system for Content, SEO, Sales Enablement, RFP Support
- Time savings: 24.5 hours/week across GTM team
AISO/LLMO Strategy
- Branded Web Mentions strategy targeting HFMA, InsideARM, TechCrunch
- Schema.org implementation for AI-driven B2B procurement readiness
- Knowledge Graph entity optimization
BDR Pod with AI Signal-to-Touch
- Built AI-led BDR pod framework with 2-hour SLA
- Result: 40-60 meetings/month, 12-20 SQLs in first 90 days
Business Impact
Pipeline Metrics (Salesforce Lifecycle Report)
| Metric | Before | After | Change |
|---|---|---|---|
| Net New Prospects | 1,100 | 32,165 | +2,821% |
| MQLs | Baseline | +1,073% | +1,073% |
| SQLs | Baseline | +757% | +757% |
| Won Opportunities | 181 | 524 | +189.5% |
| Deal Velocity | Baseline | Improved | +122.7% |
Revenue Impact
$52.5MM net new revenue (2024-2025)
Web Performance
- Organic Search: 498K impressions (+23.2%), 20K clicks (+28.1%)
- Total Visitors: 32K (+4.9% sustained growth)
- New Visitors: 30K (+4.3%)
What Made This Work
Attribution Framework:
- ▪ Connor's Work: Architecture, governance, strategy, AI systems, process design
- ▪ Team Execution: Content production, sales development, campaign deployment
- ▪ Client Results: TSI's service delivery (debt recovery, RCM) — marketed but not built by Connor
Key Insight: This wasn't just "marketing" — it was building revenue infrastructure that made TSI's services discoverable, measurable, and scalable.
Artifacts
- Salesforce Lifecycle Dashboard screenshots
- GA4 Search Console performance data
- PageSpeed/Core Web Vitals optimization proof
- Content calendar and process documentation
- AI Assistant architecture diagrams
Tag: #SystemsArchitect #GTMSystems #RevenueInfrastructure #AIEnablement