Summary: As the embedded senior marketing lead for Geolinks, a telecommunications provider serving public-sector and education customers, Gregory L. Wellman built an integrated demand generation program that grew qualified pipeline 38.6% and lowered cost per lead 27%, working in close partnership with Sales and go-to-market leadership.

    At a glance

    • Client: Geolinks (telecommunications)
    • Markets: State, local, and education (SLED), enterprise, and channel partners
    • Role: Senior marketing consultant (fractional CMO) through Daedalus Strategies
    • Results: +38.6% qualified pipeline, 27% lower cost per lead

    The challenge

    Selling connectivity to public agencies and schools means long buying cycles, formal procurement, and many stakeholders in every decision. The marketing program needed to reach those buyers with clear value propositions and turn awareness into qualified pipeline that Sales could close.

    What I did

    • Defined an enterprise marketing strategy aligned to growth priorities, market expansion, and revenue goals across SLED, enterprise, and partner segments.
    • Built integrated demand generation and field marketing spanning account-based marketing (ABM), digital, events, and co-marketing.
    • Aligned messaging, content, and conference engagement to public-sector procurement cycles and multi-stakeholder decision-making.
    • Translated complex technical capabilities into clear value propositions, campaigns, and sales enablement materials.
    • Set marketing KPIs and dashboards and owned budget, resource allocation, and ROI across channels, events, and agencies.

    Results

    • Qualified pipeline grew 38.6%.
    • Cost per lead dropped 27%.
    • Marketing and Sales worked from shared KPIs and dashboards for public-sector growth.

    Work with Greg

    Gregory L. Wellman is a Sacramento-based fractional CMO and COO and the principal of Daedalus Strategies. He embeds with public-sector, education, nonprofit, and mission-driven organizations to lead marketing, operations, and technology. To talk about your organization, email greg@daedalusstrtg.com or connect on LinkedIn.

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