Board Member · B2B Marketing Executive
Ten years running a B2B agency. Five years in-house at board level. The infrastructure most leaders skip — and the results that follow.
Anyone can run campaigns. Building the infrastructure to prove they work — in an organisation that has never tracked marketing revenue — that is the hard part.
A full-funnel, attribution-first demand generation machine. Every lead tracked. Every channel ranked by quality, not volume. Every handoff to sales comes with context.
Channel hierarchy
Held on our premises. We control the room, the topic, the guest list. Not a vendor pitch — our own clients share real results. Prospects self-qualify by showing up. Highest conversion to pipeline of any channel we run.
Dozens of qualified leads per month. 24% MQL-to-SQL — against a B2B average of 13–15%. Every campaign tied to attribution. Every lead evaluated before it touches sales.
24% MQL→SQLConsistent self-qualified inbound — prospects who found us, read us, and decided to reach out. Nurtured on two tracks: short-term conversion and long-term relationship for those not yet ready to buy.
Self-qualifiedThe cash cow principle
The innovation system
The highest-performing teams are not the ones with the best individuals. They are the ones where it is safe to be honest — and dangerous to be lazy.
| We punish | We reward |
|---|---|
| Politics & information hoarding | Transparency even when uncomfortable |
| Defending the status quo | Questioning what does not work |
| Effort without output | Results regardless of hours logged |
| Silence when things go wrong | Early escalation and honest mistakes |
The result
No fear of the boss. Mistakes are acceptable. No politics. Admitting you are wrong is rewarded, not punished.
Every number benchmarked. Nothing aspirational.
| Metric | B2B average | Adastra CZ |
|---|---|---|
| Marketing ROI | 4–5× = top quartile (Gartner) | 4×+ |
| Annual goals hit rate | ~50% of B2B marketers miss their goal (Pipeline360) | 135% in 7.5 months |
| MQL→SQL rate | 13–15% average | 24% |
| Sales-marketing alignment | 28% fully aligned globally (Forrester, 2024) | Fully aligned — top 28% |
| Marketing budget | ~6% of revenue in B2B consulting | ~25% of sector avg — same ROI |
| Proving marketing attribution | 85% of B2B marketers cannot (WPromote) | Yes — built from scratch |
| Own event strategy | Most companies sponsor 3rd-party events only | 4 own events/yr, 80+ per event |
Marketing that cannot prove pipeline is not strategy. It is theatre.
The metric that matters is not how much you spent. It is how much came back — and whether you built the infrastructure to prove it.
The goal is not a good quarter. The goal is a machine that makes every quarter better than the last.
I ran my own B2B marketing agency for ten years. Adastra was a client for six of them — which is how I knew exactly what was broken before I ever joined the company.
Five years ago I joined as Marketing Director and Board Member, and built the function from the ground up. Five years later: a team of 9, 4× ROI, 5 new enterprise deals marketing-originated in a single 6-month window. Four own workshops per year — 80+ attendees, 30% non-clients.
I have built from zero. I have also walked into established functions. The approach differs. The discipline does not.
I work with B2B consulting companies that know a strong go-to-market does not happen by accident. It is engineered. The same principles apply whether the product is technology, advisory, or anything in between.
One conversation. No pitch.