How a regional commercial transformation contributed to +15% revenue growth and
+54% MQL growth across a $151M business.
$151M Business | 15% Revenue Growth | +54% MQL Growth | 2,200 Employees | 23 Person Team
Business Context
TÜV Rheinland Americas sought to accelerate growth and modernize commercial execution across a $151M regional business operating across multiple countries and business units.
The Challenge
- Fragmented marketing execution
- Limited lifecycle visibility
- Inconsistent lead management
- Need for stronger alignment between sales and marketing
- Pressure to improve growth efficiency
Executive Leadership Role
Vice President of Marketing & Communications and Regional Marketing Officer, Americas
Scope
- Supported $151M regional business
- Americas leadership team supporting 2,200 employees
- Led regional marketing transformation
- Drove growth across multiple business segments
Measurable Business Impact
- +15% Revenue Growth to $151M
- +54% MQL Growth Over Two Years
- Improved Commercial Alignment Across Business Segments
- Modernized Marketing Technology and Reporting
- Enhanced Lifecycle Visibility and Attribution
Transformation Focus
- People – Built a vertically aligned marketing organization to improve accountability and growth execution.
- Process – Standardized lifecycle management, KPIs, and demand generation governance.
- Technology – Modernized customer intelligence, analytics, and commercial reporting.
- Go-to-Market – Unified sales enablement, communications, and demand generation into a regional growth model.
Leadership Reflection
The most important lesson from this transformation was that growth did not come from adding more marketing activity, it came from aligning teams, improving visibility, and building a repeatable commercial operating model.
This transformation established a scalable marketing operating model that improved customer acquisition, strengthened commercial alignment, and supported sustained business growth.
