18x pipeline growth: Positioning & sales enablement for My Ally
My Ally was a sales-led HR tech startup specializing in interview automation and candidate experience.
Following a successful series A round, My Ally made the pivot to enterprise. Marketing’s impact shifted away from founder branding and paid media, but lacked a strategic foundation that could create compounding gains.
A change at the CMO level brought a more structured approach and an ambitious mandate to generate 7 figures of pipeline within 12 months.
By targeting in-market customers showing active buying signals, I turned fresh customer research into new positioning and messaging, website copy, and sales enablement materials for internal and partner reps: sales decks, spec sheets, and case studies.
167 / 365
Days needed to hit 7-figure pipeline target
18x
Total YoY pipeline growth from Q4 ‘18 to Q4 ‘19
29%
Faster deal cycle with enterprise leads
“Ashwin knows what it takes to get your brand noticed and stay top of mind with customers. He's meticulous, keeps a market-sided view, and understands how to weave brand story into every piece of copy and content he creates. When I refocused our growth strategy to prioritize in-market buyers, he created the positioning, messaging, landing pages and sales enablement materials that got our pipeline up to 7 figures within 6 months.”
Aaron Bolshaw, ex-CMO
I don’t typically make strategic documents publicly available, but My Ally’s acquisition by Phenom allows me a rare opportunity to showcase this type of work. This internal exercise was the first step in the fast-growth journey from low 6-figures of pipeline to high 7 figures in under 12 months.
Together with the CMO and CRO, I built the narrative and structure of the flagship sales deck that helped close more than 30% of enterprise pipeline. Key customers won on the back of this asset include Snowflake, Coca-Cola, and Riot Games.