How Infinity's Marketing Director used CustomerOS to navigate budget pressure and add £1.3M additional pipeline in a quarter

The Challenge: A VP of Marketing Fighting on Three Fronts

When Matt McGillicuddy joined Infinity as VP of Marketing, he inherited a classic problem: a CEO and board demanding pipeline growth, a CFO scrutinizing every pound spent, and a marketing function that had lost its way.

"We were operating in a niche market with low category awareness," Matt explains. "I couldn't make hand-raisers fast enough through traditional channels, and I knew we were missing 90% of our opportunity."

The pressure was relentless:

• Monthly budget battles over last-touch attribution

• SDR team lacking marketing sophistication

• Content library of hundreds of pieces with no visibility into what actually worked

• 80% of paid traffic was garbage—not ICP fit

• Sales cycles averaging 120 days from prospect to MQL, then another stretch to close

Matt needed what every VP of Marketing needs: a copilot that could help him see what was working, what wasn't, and what to do next.

The Approach: Treating CustomerOS as a Strategic Advisor

Rather than implementing CustomerOS as "just another tool," Matt approached it as his AI copilot—a strategic partner that could help him navigate impossible questions:

• "Where should I invest my limited budget?" CustomerOS revealed only 41 of hundreds of content pieces were actually driving ICP engagement

• "How do I prove marketing's value?" The platform showed £1.3M in potential pipeline across 208 active ICP accounts

• "What should my team build next?" Content gap analysis identified exactly which pieces would move buyers one step closer to closing

• "How do I get my SDRs to perform?" Automated sales briefs saved 2+ hours of research per account

"I had a little bit of a come to Jesus moment," Matt recalls. "I realized I was asking my team to do things the traditional way, but we needed a fundamentally different approach. CustomerOS became the data foundation for that transformation."

The Results: From Chaos to Clarity

Pipeline Impact

• £392K in directly attributed pipeline within first 90 days

• 3 meetings booked in first 2 days of using AI-generated sales briefs

• 208 active ICP accounts identified and tracked (vs. complete blindness to who was potentially in-market)

• One formerly "worst performing" SDR became a top performer using CustomerOS data

Strategic Clarity

• Identified 18% ICP fit rate on paid traffic (vs. assumed much higher)

• Reduced content noise from hundreds of pieces to 41 that actually drive pipeline

• Eliminated 60% wasted ad spend by focusing only on ICP-generating campaigns

• Cut sales cycle time through better targeting (targeting 25% velocity improvement)

Decision-Making Velocity

"The biggest value isn't even the meetings," Matt explains. "It's that I can walk into a board meeting and say: 'Here's exactly where our pipeline bottleneck is. Here's what content is working and what's noise. Here's where we should invest next.' That strategic confidence is invaluable."

The Copilot in Action: Real Conversations

Budget Battle with the CFO

The Old Way: "Marketing needs more budget for content."

The New Way: "We have 500 accounts in pipeline worth £1.3M potential. Only 41 of our content pieces are driving that. Here's the ROI of investing in the 12 specific pieces that will move them to ready-to-buy."

SDR Performance Challenge

The Old Way: Manual account research, generic outreach, inconsistent results.

The New Way: AI-generated sales briefs for every ready-to-buy account, showing compelling events, key pain points, and positioning. "Jack came running over delighted—he'd booked a meeting with TMS Motors. That account is now sitting in our pipeline."

Content Strategy Reset

The Old Way: "Let's create more automotive content, more finance content..."

The New Way: "CustomerOS showed us we're targeting the wrong Personas with 60% of our content. We killed the noise and rebuilt around the 4 core use cases that actually drive progression from education → solution → evaluation."

What Makes CustomerOS Different: It's Built for How VPs Actually Think

Matt's experience reveals why CustomerOS works as a copilot rather than just another martech tool:

1. It answers strategic questions, not just tactical ones

   • Not "how many leads?" but "where's my pipeline bottleneck?"

   • Not "what's our conversion rate?" but "which content moves people through?"

2. It connects to real business outcomes

   • Every insight ties back to pipeline value

   • Multi-touch attribution shows marketing's true influence

   • Content is scored by actual progression, not vanity metrics

3. It automates the heavy lifting

   • Sales briefs that took 2+ hours now automated

   • ICP identification that was manual guesswork now algorithmic

   • Journey mapping that was impossible now visible

4. It helps navigate politics

   • Data for CFO conversations about ROI

   • Evidence for CEO conversations about strategy

   • Proof points for team conversations about priorities

The Transformation: From Firefighting to Strategic Leadership

"Before CustomerOS, I was spending 60% of my time defending decisions or doing manual analysis," Matt reflects. "Now I spend that time on what actually matters: coaching my team, building pillar content rather than fluff, and having deep strategic conversations about where we're going."

The platform didn't just provide data—it provided the confidence to make bold decisions:

• Killing underperforming campaigns despite internal resistance

• Restructuring the entire content strategy based on pipeline data

• Pushing back on vanity metrics in favor of real business outcomes

• Making the case for expansion into new markets with TAM/SAM/SOM analysis

Key Takeaway: Every VP of Marketing Needs a Copilot

Matt's advice to other marketing leaders: "You can't navigate budget pressure, attribution wars, and content chaos alone anymore. You need a trusted data source that helps you see what's working, understand why, and know what to do next without requiring weeks of prep and data massaging."

"CustomerOS doesn't replace your judgment—it amplifies it. It's like having a brilliant analyst, a content strategist, and a data scientist all rolled into one, constantly telling you: 'Here's what matters. Here's what doesn't. Here's what to do to move the needle a bit further every week.'"