Breaking the $15M ARR milestone: Strategy, growth & conversion optimization for Optmyzr
My Ally was a sales-led HR tech startup specializing in interview automation and candidate experience. After five years selling to mid-market and enterprise people teams, My Ally was acquired in 2020 by the talent intelligence platform Phenom.
87%
More qualified leads from SEO + AEO
4.2x
ARR growth
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$202,407
MRR lift from new user onboarding
“In Ashwin, I found a collaborator who understood my vision and knew how to turn those ideas into results. His work shaping our marketing strategy grew conversion rates and drove some of the most lucrative deals in Optmyzr's history. He’s left a lasting imprint on our brand and company.”
Frederick Vallaeys, Founder & CEO
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Challenge: Bring order to marketing
In late 2018, My Ally’s sales reps were sourcing the majority of their own pipeline. Marketing’s impact was focused on founder branding and paid media campaigns, but lacked a strategic foundation that could compound. A change at the CMO level brought a more structured approach and an ambitious mandate to generate 7 figures of pipeline within 12 months.
Tension: Google ramps up platform automation for ads
Despite ad campaigns that looked profitable on paper, My Ally’s marketing program was generating less than $400,000 in pipeline and sales was closing fewer than 15% of all leads. In less than one quarter since closing its series A round, My Ally’s revenue team was falling short of investor expectations. With performance dipping and pressure mounting, the founder made a change in leadership at the CMO and CRO positions.
Solution: Standout narrative on human + machine potential
The new CMO switched focus from broad-spectrum content marketing to 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 channel partner reps: sales decks, spec sheets, and case studies.
Outcomes: From “nice to have” to fastest grower in the category
With the new positioning underpinning everything marketing and sales were producing, pipeline and win rate grew rapidly. Digital paid and organic distribution became more profitable, generating a surge in new interest aided by channel sales, in-person events, and a dedicated champion-building effort from account executives.
