Lifecycle ManagementDemand GenerationSystems Architecture

Rebuilding nurture as a stage-based engine with a single-stream model

Replaced an unowned, undocumented nurture program with a stage-based nurture engine. Account-based single-stream enrollment as the structural innovation, with a three-layer eligibility model and a measurement framework tied to funnel and revenue impact.

Environment

Global B2B SaaS enterprise

Status

In rollout — awareness stage in test, reporting layer in build

My role

Owned the architecture, ownership model, and measurement framework end to end.

The problem

Marketing needed nurture to become a durable infrastructure layer, not a set of one-off email streams — and the extension into post-MQL stages had to be a native capability of the design, not an afterthought.

Context

The existing nurture program had no owner, no documentation, and no measurement framework. Communications overlapped, enrollment was uncontrolled, and there was no path to extend nurture into opportunity, closed-lost, or expansion motions without a rebuild.

What I did

How I approached it

01Designed the full lifecycle firstAwareness through expansion, mapped before the first stream was built.
02Account as the enrollment unitSo buying-group signals could govern eligibility and pacing rather than individual behavior.
03Measurement against funnel and revenueAnchored to pipeline outcomes rather than open and click.

What I built

Stage-based nurture engine

With an ownership model and a named measurement framework — the two things the previous program had neither of.

Three-layer eligibility model

With stage-placement logic governing who enters where.

Account-based single-stream enrollment

One active nurture per account, so overlapping communications are prevented by the structure rather than policed after the fact.

Extension pathways built in

Opportunity, closed-lost, and expansion motions land without rework, because the design anticipated them.

Marti — a MarOps AI teammate