MarketForce · Revenue Intelligence Transformation
From legacy data provider to modern revenue intelligence platform.
A company-wide transformation spanning business strategy, Revenue Operations, Marketing Operations, positioning, digital experience, data architecture, Power BI, go-to-market execution, governance, and operational scale.
The Challenge
Modernize the business without losing the trust built since 1984.
MarketForce had decades of credibility in business data, but market perception remained anchored to traditional list products and commodity pricing. Multiple offerings lacked a unified narrative, the website did not communicate the broader value proposition, and the operating infrastructure needed to mature alongside the commercial strategy.
The opportunity was larger than a rebrand. The business needed a clearer model for how data became revenue: identify new businesses earlier, activate that intelligence through the right channels, measure what happened, and give leaders reliable visibility into performance.
Transformation Strategy
A new market narrative: Data → Activation → Attribution.
The commercial story shifted from selling records to creating first-mover advantage and measurable growth.
Fresh intelligence
Identify newly registered businesses early enough to create a meaningful timing advantage for sales and marketing.
Omnichannel activation
Activate direct mail, email, sales outreach, and digital channels while the business need and buying window are forming.
Measured growth
Connect speed-to-market to conversations, pipeline, customers, channel performance, and closed-loop executive reporting.
Digital Experience
From product-led presentation to value-led customer experience.
The website work translated the new operating model into a clearer buying journey: stronger differentiation, outcome-led messaging, proof, and more deliberate conversion paths.
Leadership Scope
Connecting strategy, systems, data, and execution.
- Executive strategy and business transformation
- Revenue Operations and Marketing Operations
- Competitive intelligence, pricing, and market research
- Positioning, messaging, and brand architecture
- Website strategy, UX, information architecture, and conversion
- Revenue channel and digital marketplace expansion
- CRM, Salesforce, and MarTech governance
- Campaign taxonomy, UTMs, and attribution
- Azure SQL and Power BI reporting architecture
- Sales forecasting and Finance reconciliation
- Process governance, QA, SOPs, and change management
- Team leadership, enablement, partner management, and executive communication
Market Intelligence & Reporting
Turning market data into executive decisions.
The transformation included a governed reporting layer connecting market opportunity, segmentation, GTM execution, and revenue performance. Portfolio examples use public or anonymized data.
Operating System
The transformation extended beyond the website.
Brand and customer experience only scale when the underlying systems, governance, reporting, and operating rhythms can support them.
CRM & Governance
Lifecycle standards, ownership rules, data quality, CPQ processes, Salesforce administration, and scalable controls.
Attribution & Measurement
Campaign taxonomy, UTMs, shared KPI definitions, channel measurement, and executive performance reporting.
Forecasting & Finance
Sales forecasting, pipeline visibility, Salesforce-to-Finance reconciliation, and clearer commercial planning.
Power BI & Data
Governed models, Azure SQL, segmentation, market intelligence, and decision-ready executive dashboards.
SOPs, QA & Adoption
Repeatable launch controls, documentation, testing, partner oversight, training, and change management.
Cross-Functional Rhythm
Clear handoffs, shared priorities, player/coach leadership, and accountability across Sales, Marketing, Product, Finance, and leadership.
Business Impact
A scalable foundation for growth.
Revenue diversification
Expanded distribution through new digital marketplaces, GTM channels, and a broader revenue-intelligence platform narrative.
Unified architecture
Connected legacy credibility, fresh-data innovation, activation services, and reporting under one coherent commercial story.
Executive visibility
Improved planning and decision quality through clearer forecasting, governed data, market intelligence, and performance reporting.
The Outcome
The website was one deliverable. The operating model was the transformation.
The result was a clearer connection between strategy, customer experience, Revenue Operations, Marketing Operations, data, analytics, governance, and growth execution.