Stood up CINC's account-based motion and rebuilt its attribution, taking marketing to 45% of new-logo opportunities sourced.
The Client
About CINC Systems
CINC Systems is a leading cloud-based software provider specializing in solutions for community association management. Founded in 2005, their mission is to enhance the experience of homeowners living in managed communities through technology.
CINC hit peak buying season behind on its 2026 goal of 400 net-new opportunities, about a third of the way there at mid-year. Paid search underperformed, there was no consistent attribution or lead-scoring discipline to tell reps which leads deserved a call, and the account-based motion barely existed despite a known target-account list. A newly funded competitor was outspending them.
Brought in as the turnkey ABX leader, accountable for the performance number and leading one unified team instead of handing work to an outside agency. Stood up the account-based motion by tier on existing target lists, plus a competitive-displacement play. Rebuilt attribution from scratch, tracing new-logo opportunities to first touch and moving reporting off a generic "Qualified" tag to a weekly revenue-by-source model in Salesforce. Designed a V1 lead-scoring model across a ~110K-contact database, a composite fit-plus-intent score with two MQL tiers, wired to the Chili Piper to Salesforce booking-to-SAL handoff. Centralized lead routing to a single source of truth across Salesforce, HubSpot and Chili Piper. The key insight: paid was already producing pipeline, first-touch attribution was burying it under Direct and Organic.
Marketing went from a number no one could report, because attribution was broken, to sourcing 45% of Q3 new-logo opportunities. Attribution became a report you run instead of a manual pull, with every opportunity traced to a record. Lead scoring and routing went live and unified across three systems, and paid search produced opportunities at about $4,100 per SAL.
44%
of new-business logos marketing-sourced
20
demos booked from a single nurture email
The Chameleon who led this engagement.
Demand Gen Director & ABX Lead
Jolie Shapiro