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/ SPIIX / IMPACT-01 / FIELD EVIDENCE

Impact, proven

Proof over promises.

Every layer of the OS has companies standing on it. This page is the whole story of impact — the names, the numbers, the before-and-afters, and the loop that got them there.

No decks. No screenshots of logos with no receipts. Each company below was run through the same four layers and the same loop — and each one carries a number that proves it.

COMPANIES
9 — B2B SaaS · Platform · Ecommerce · Media
PROOF
$350M+ pipeline · 4 exits
ROLES HELD
Founder · VP · Director · Ops
INVARIANT
One team. One revenue number.

01SPOTLIGHT STORIES / BEFORE → AFTER

Three engines. Three before-and-afters.

The clearest way to see the OS is on one company at a time — what the system looked like on the way in, what it moved on the way out, and the velocity it carried.

STORY 01 — Marketing Operations Manager

Dotloop

Real Estate Software · Acquired by Zillow Group

From campaign-by-campaign nurture to a system that ran itself.

BEFORE / THE CONSTRAINT

  • —Adoption ran on one-off campaigns and manual follow-up — growth stopped the moment the team did.
  • —Acquisition costs climbing, with no trusted reporting to say which channel was worth the spend.
  • —Operations dependent on heroics: no single point of failure, many.

AFTER / THE ENGINE WIRED

  • ▸Multi-channel nurture wired as an automation loop — repeatable, instrumented, running without heroics.
  • ▸Lifecycle reporting rebuilt into one dashboard the whole revenue team trusted.
  • ▸The engine, not the effort, carried the company through to its acquisition by Zillow Group.
+400%Adoption velocity
−35%Customer acquisition cost
EXITAcquired by Zillow Group

STORY 02 — Head of Marketing Operations

Launch by NTT DATA

Global Services · Acquired

From fragmented regional ops to one global revenue machine.

BEFORE / THE CONSTRAINT

  • —Regional marketing ops fragmented — every geography ran its own stack, its own numbers.
  • —Reporting rebuilt by hand every cycle; timelines slipped while the data was re-stitched.
  • —Sales and marketing aimed at different numbers, so pipeline attribution stayed a guess.

AFTER / THE ENGINE WIRED

  • ▸Global marketing ops unified — one system, one funnel, one number every region reported against.
  • ▸Reporting automated, cutting reporting timelines 25% and freeing the team to act on signal, not assembly.
  • ▸ABM wired with sales, aimed at named accounts — and it closed.
$25M+Closed via wired ABM
−25%Reporting timelines, automated
$350M+Pipeline driven across the arc

STORY 03 — Director of Growth Experimentation

Astronomer

Data Infrastructure · B2B SaaS

From gut-feel experiments to a measured velocity loop.

BEFORE / THE CONSTRAINT

  • —Inbound flat — positioning aimed at everyone, so it landed on no one.
  • —Experimentation ad hoc: tests launched on instinct, read on gut, kept on sentiment.
  • —No instrumentation discipline, so wins and losses were indistinguishable at scale.

AFTER / THE ENGINE WIRED

  • ▸Positioning and segmentation re-aimed at the buyers who feel the problem most.
  • ▸A calculated, high-velocity experimentation loop installed — every test read against real signal, kept or cut without sentiment.
  • ▸Inbound bent into a compounding curve, with conversion climbing on top of it.
+60%Inbound velocity
+30%Conversion rate lift
LOOPExperimentation system installed

02THE FIELD MAP / LAYERS × COMPANIES

Every layer has a company standing on it.

The OS isn't theory on this page. Each layer below carries the companies it was proven on — and the number each one moved.

L1 / See the system

Signal

Instrument the machine before touching it.

Astronomer

+30% conversion rate

Instrumentation exposed the real drop-offs — conversion rate climbed 30% before a single new campaign ran.

API Nation

+45% ROI

The symptom was soft leads. The constraint was measurement. Instrumentation discipline alone lifted ROI 45%.

L2 / Aim the system

Strategy

Position for the buyers who feel it most.

Amify

$6M incremental

Repositioned the brand and GTM before spending another dollar — $6M incremental followed on the sharper aim.

Tixxy

$1M+ ARR · Year 1

Referral, paid, and partnerships sequenced by leverage — the engine hit $1M+ ARR in year one and carried the $7M exit.

L3 / Build the machinery

Systems

Execution that runs without heroics.

Dotloop

+400% adoption velocity

Multi-channel nurture wired until it ran itself: 400%+ adoption velocity, 35% lower CAC, then acquisition by Zillow Group.

Launch by NTT DATA

$25M+ closed

Global marketing ops unified, reporting automated 25% faster, and ABM wired with sales — $25M+ in closed revenue.

L4 / Align the whole machine

Scale

One team. One revenue number.

EBTH

+30% conversion rate · −20% cost

Multi-channel acquisition velocity scaled 50% while conversion rate climbed 30% and cost per acquisition fell 20%.

Percy

+50% adoption velocity

Product growth and marketing aligned on one adoption number — 50% adoption velocity, 30% marketing efficiency.

03THE LOOP, LIVED / PHASE × CASE

Same loop. Different company. Every time.

Read the four phases as a sequence: diagnose, choose, install, review. Each produces the evidence needed for the next decision.

01

Audit

CASE: API Nation

They asked for more leads. The audit found the reporting couldn't be trusted. Fix that first — everything downstream inherits it.

02

Strategy

CASE: Amify

New position, new GTM, re-priced and re-sequenced before a dollar of new spend. The $6M incremental was aimed, not chased.

03

Build

CASE: Dotloop

Nurture, CRM architecture, and lifecycle loops wired until they ran repeatable — no single point of human failure. Then Zillow called.

04

Scale

CASE: Percy

Product, marketing, and sales aligned around one adoption number the whole business trusts. 50% adoption velocity — compounding, not spiking.

↻ After Scale, back to Audit — quarterly at minimum. Use the next review to reset the constraint.

04CASE AUTOPSY / ONE PROJECT, END TO END

One project. Every layer. The bottom line.

Read each project by operating layer: evidence, decision, workflow, and outcome.

REAL ESTATE SOFTWARE · PLATFORM

Dotloop

T+00 / SIGNAL

Instrument the machine

The audit found growth was being steered blind — attribution couldn't be trusted. We wired measurement across every channel before touching anything downstream.

100% TRACKED

every touchpoint attributed

T+30 / STRATEGY

Aim the sequence

With clean signal, the real drop-offs showed. Nurture and paid were re-sequenced around the moments buyers actually moved — not the calendar.

DROPOFFS MAPPED

3 leaks found, 3 closed

T+90 / SYSTEMS

Build the machinery

Multi-channel nurture wired into the CRM until it ran itself — lifecycle loops, scoring, and routing with no single point of human failure.

0 HANDOFFS LOST

runs without heroics

T+180 / SCALE

Align and compound

Product, marketing, and sales pulled to one revenue number. The loops compounded quarter over quarter — and the market noticed.

ACQUIRED

by Zillow Group

0%25%50%75%100%SIGNALSTRATEGYSYSTEMSSCALE
+400%ADOPTION VELOCITY
−35%CUSTOMER ACQUISITION COST
ZILLOW GROUPTHE EXIT THE MACHINERY CARRIED

05THE WHOLE WALL / COMPANIES & READINGS

Real pipeline. Real revenue. Real exits.

Real Estate Software · Acquired by Zillow Group

Dotloop

400%+ adoption velocityMarketing Operations Manager

Led marketing ops from early-stage startup to acquisition — 400%+ adoption velocity and 35% lower CAC through multi-channel nurture.

Global Services · Acquired

Launch by NTT DATA

$350M+ pipelineHead of Marketing Operations

Unified global marketing ops, automated reporting to cut timelines 25%, and partnered with sales on ABM that closed $25M+.

Data Infrastructure · B2B SaaS

Astronomer

60% inbound velocity increaseDirector of Growth Experimentation

Expanded inbound velocity 60% through positioning, segmentation, and calculated high-velocity experimentation — 30% conversion rate lift on top.

Ecommerce

Amify

$6M incrementalFractional VP of Marketing

Stepped in as fractional VP of Marketing to reposition the brand and GTM, then rebuilt paid acquisition for efficiency and retention.

Everything But The House · Marketplace

EBTH

30% conversion rate expansionDigital Growth Manager

Scaled acquisition velocity 50% through multi-channel programs, expanded conversion rates 30%, and lowered cost per acquisition 20%.

Media & Publishing

Inman Media

70% demand velocity increaseDirector of Demand Generation

Accelerated organic demand 70% through search, content, and demand gen — 30% conversion rate lift via full-funnel strategy.

Demand Generation

API Nation

50% demand velocity increaseHead of Growth Marketing

Accelerated demand velocity 50% across automation, paid, and lifecycle programs — lifting ROI 45% through measurement discipline.

Platform Growth

Percy (formerly Buyside)

50% adoption velocity increaseDirector of Platform Growth

Accelerated platform adoption velocity 50% and enhanced marketing efficiency by 30% through measured, high-velocity experimentation.

SaaS Marketplace · Acquired

Tixxy

$1M+ ARR · Year 1Founder, Head of Growth

Built the growth engine from zero — referral, paid, partnerships — then cut churn 25% before the $7M exit.

OS IMPACT CALCULATOR / LIVE MODEL

Run the numbers.

Read the monthly revenue curve above a constant baseline; the total sums incremental revenue over months 1–24.

$100,000 / mo
$10,000/mo$500,000/mo

CONVERSION LIFT / RELATIVE %

TIME TO FULL LIFT / MONTHS

MONTHLY REVENUE / USD · 24-MONTH WINDOW

$0K$50K$100K$150K$200KM0M6M12M18M24
24-MONTH INCREMENTAL REVENUE / USD$370,000
REVENUE AT MONTH 24 / USD PER MONTH$120,000 / mo

Monthly revenue = baseline × (1 + relative lift × ramp). Linear ramp reaches full lift at month 12, then holds. Traffic, customer value, retention, and costs remain constant. Scenario, not a revenue guarantee.

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