Understanding the challenge
A defense systems manufacturer ran a relationship-driven sales motion with no CRM rigor. Multi-year capture cycles lived in individual reps' heads and spreadsheets, marketing was disconnected from the capture teams, and the company's thin digital presence made it hard for primes and agencies to discover and vet its capabilities.
Our approach
We led with Revenue Operations, modelling the capture motion in Salesforce, and paired it with an account-based content and search program tuned to a regulated, high-consideration buyer.
Key elements of our solution included:
• A Salesforce implementation modelling multi-year capture cycles, opportunities, and teaming relationships.
• An account-based content program positioning capabilities against specific programs and requirements.
• Technical SEO and capability content so primes and agencies could discover and vet the company.
• Executive reporting tying marketing touches to captured pipeline and win probability.
Technical innovation
We built an ABM data layer that matched anonymous capability-page visits to target accounts and alerted capture managers the moment a prime engaged. For each active pursuit, an AI-assisted research brief compiled the account's programs, stakeholders, and requirements, giving business development a head start on every conversation.
Outcome
Qualified pipeline from target accounts grew 58% within a year, forecast accuracy improved as every pursuit was tracked in one system, and the time from first capability engagement to proposal shortened.
