Madeline O'Phelan

• Chief Marketing Officer and revenue growth executive with a track record of building and scaling demand generation engines with lean teams, leading BDR organizations, commercializing acquisitions, and driving measurable pipeline, ARR, retention, and expansion growth in B2B SaaS.
• Over the past two years, I have led the strategy and execution that increased annual pipeline generation from $22M to $34.5M and grew marketing's contribution to the total pipeline from 15% to 34% - all with a lean marketing organization for our ARR. I redesigned lead management processes, ICP segmentation, GTM planning, campaign execution, and funnel optimization to improve conversion rates (SAL>SQL conversion is 49%). I directly lead the BDR organization (generating 20% of pipeline opportunities), aligning outbound prospecting, pipeline development, and account engagement programs to revenue targets and sales objectives.
• I led the go-to-market integration of SpendHQ's acquisition of Sligo AI, overseeing positioning, messaging, product marketing, seller enablement, launch strategy, demand generation, and customer expansion initiatives. Within three months of acquisition, these efforts generated more than $8M in pipeline through a combination of net-new customer acquisition and cross-sell and upsell opportunities within the existing customer base.
• During my tenure, SpendHQ has grown from $25M to $30.1M in ARR, while customer retention increased from 85% to 90%. I established a formal voice-of-customer program, expanded customer advocacy efforts, delivered 15+ new customer case studies annually, launched a customer video resource center, and led global customer conferences and executive engagement programs across North America and Europe to strengthen adoption, retention, expansion, and customer loyalty.

• Reporting to the CEO, led 8-person marketing team (including product marketing, digital, marketing operations, revenue operations, and BDR function).
• Strong partnership with Sales as a core responsibility, worked closely to achieve and exceed 15% annual sales growth during tenure at the company.
• In 2022, the marketing team delivered $6.6M in marketing-originated pipeline (133% of the goal), and $965K in closed won bookings - a 33% increase from 2021 using email, SEO, PPC, events, partnerships, and customer marketing.
• Led the company-wide rebranding effort and go-to-market strategy development for new product launches, including VerityESG - attributing $948K in marketing-originated pipeline and $453K in closed won bookings.
• Via thoughtful and strategic content execution and placement opportunities in external publications, Verity's SEO performance is exceeding targets including a 70% increase in search visibility over a 12-month period and outranking primary competitor (Bipsync) in every major search category.

• Oversaw marketing campaign execution across all markets and led a 6-person demand generation team charged with delivering over $30 million in marketing-sourced pipeline in 2021.
• In 2020, the demand-gen team delivered $28 million in marketing sourced, which was 108% of its goal.
• Led Granicus' go-to-market and cross-sell strategy in local, state, and federal government markets to drive increased leads via buyer-journey-driven campaigns.
• Outbound tactics included the execution of over 170 webinars and in-person events in 2020, leading to over 6,000 inquiries and $10M in marketing sourced pipeline.
• Launched the account-based marketing function within Granicus in 2020, and managed major strategic partnerships with industry experts and analyst programs at IDC, eRepublic, and Carahsoft.
• Collectively, the demand-gen team I managed partnerships with over 150 associations across the U.S., Canada, and the U.K.

• Selected to lead a 16-person communications team for Minnesota's primary economic development agency, serving as chief communications strategist to the DEED Commissioner and a key partner to Governor Mark Dayton's administration.
• Directed statewide communications on economic growth, employment, workforce development, and public policy initiatives; led executive communications, speeches, and stakeholder messaging; and helped position the agency as a leading voice on Minnesota's economic competitiveness.
• Expanded public engagement through strategic communications programs that grew the agency's direct audience to more than 330,000 Minnesotans.

• Represented Comcast before local governments, regulatory bodies, and cable commissions, fostering relationships that advanced business objectives, enhanced community partnerships, and facilitated launch of Internet Essentials, providing low-income families with affordable high-speed internet service.

• Developed and executed public affairs, stakeholder engagement, and community outreach strategies, raising awareness of Comcast's economic contributions, technology investments, and digital inclusion initiatives.