Building a $30M Enterprise Pipeline

Business Context

Operating through Mindshare, this was a large-scale integrated marketing engagement requiring close collaboration between marketing and sales teams across multiple markets and business units.

My Role

As Director, Digital Marketing at Mindshare, I led the full demand generation strategy for IBM across Southeast Asia and ANZ — from campaign planning and channel strategy through to sales alignment and pipeline reporting.

Combined integrated marketing, paid media, and high-value webinars with tight collaboration between marketing and sales teams. The approach prioritised quality of engagement over volume of impressions, using intent data and lead scoring to ensure only the most qualified prospects entered the pipeline.

Orchestrated a cross-functional engine spanning paid search, programmatic display, content marketing, and webinar series targeting senior IT and business decision-makers. Campaign cadence was tightly aligned with the IBM sales team to ensure rapid follow-up and accurate MQL tracking.

“High-touch sales alignment is not optional in enterprise demand generation — it is the foundation of the entire programme. The closer marketing and sales operate, the more reliably the pipeline converts.”