United States
For most of my career, I've been brought in by CEOs when growth has stalled and the obvious explanations don't hold up. Sometimes the problem looks like weak demand generation. Sometimes it looks like poor sales performance, inconsistent forecasting, or a go-to-market strategy that no longer fits how buyers make decisions. More often than not, the real constraint isn't marketing at all. It's an organizational issue: misaligned incentives, disconnected teams, outdated operating models, or a commercial system that no longer works the way the business thinks it does. That's the work I've built my career around. Over the past 25 years, I've helped organizations ranging from high-growth SaaS companies to a $10B global enterprise redesign how they create revenue by aligning executive teams, building commercial capabilities, developing future leaders, and creating operating models that continue producing results long after implementation. The outcomes include more than $1.6B in attributed new-logo revenue, a formally verified 31:1 marketing ROI, and multiple commercial transformations delivered across 83 countries. What motivates me most isn't simply improving marketing performance. It's leaving organizations more capable than I found them. That means building leaders, creating systems people trust, replacing politics with alignment, and helping executive teams make better commercial decisions based on evidence rather than assumptions.
I advise B2B and SaaS leadership teams on demand generation, go-to-market strategy, and the marketing-to-sales alignment that turns pipeline into revenue, drawing on a track record of $1.6B in cumulative marketing-sourced revenue. I partner with small and mid-sized companies as a fractional marketing and growth leader, helping executive teams accelerate pipeline, improve conversion, and tighten the connection between marketing spend and closed revenue, without the cost of a full-time commercial hire. This work includes developing the Human + AI Revenue System (HARS), a framework for designing revenue organizations where people direct strategy and judgment while AI executes, optimizes, and learns across the engine. More at https://www.matthewbowmanmba.com/
Recruited by the CEO as senior marketing strategist to redesign ACT's commercial marketing model and drive enterprise pipeline growth at a $450M global provider of outsourced contact-center and back-office services. - Delivered the highest new logo volume in ACT's 23-year history by designing and executing the company's first enterprise-wide demand generation strategy, integrating ABM, intent data, and AI-powered targeting. - Drove $122M in new business pipeline over 17 months at a 4x coverage ratio, converting marketing-sourced opportunities at a 37% close rate against the 33% industry benchmark. - Deployed 6sense and GA4 for intent-driven account targeting, cutting paid media spend 45% while growing pipeline, and voluntarily carried a defined share of the new business sales quota, rare for a marketing executive, and hit it.
The company's first North American marketing executive, holding global responsibility for marketing and demand generation across all 83 countries and every industry vertical the company pursued, at a $10B multinational. Reported to the Global CEO, Chief Business Development Officer, and President of Sales, led marketing teams across five continents, and served as the marketing voice at the company's annual global sales meeting. - Drove $1.6B in cumulative new logo revenue over 11.5 years through a formal, leadership-verified attribution system, with a peak year delivering a $796M marketing-sourced pipeline at 41% of total company new business. - Achieved a formally reported 31:1 marketing ROI against a $3M total budget including salaries, and introduced ARR reporting to give leadership an accurate view of recurring revenue. - Built the company's first formal B2B revenue funnel and an AI-powered, digital-first demand generation engine that outperformed Google Search by 443% on cost-per-lead, cutting CPL from $125 to $19 over the tenure. - Built and led a 32-person marketing team across five continents, plus 65 indirect reports, delivering above-market pipeline across 32 industries.
Built and led demand generation at Allegiance (acquired by MaritzCX), a high-growth B2B SaaS company delivering Voice-of-Customer analytics to senior CX and marketing executives. Joined during the global recession to grow an early-stage marketing function into a full-scale revenue engine. - Originated 53% of total company revenue in year one against a CEO-assigned target, rising to 92% of company wins in year two, contributing to 2,200% revenue growth over three years through the recession, all measured by a formal attribution system agreed with the head of sales. - Drove the move from mid-market to enterprise, raising average deal size from $75K to $300K and landing the company's first $1M contract through ICP refinement, persona development, and account-based nurture. - Reduced customer acquisition cost 57%, from $6,000 to $2,580, as sole implementer and administrator of Marketo, deploying lead scoring and behavioral nurture when marketing automation was still a genuine differentiator.