FCMO Case Study: How I Scaled LifeSciLabCo from 2 to 35 Leads/Week

The Need

LifeSciLabCo was a well-established life sciences company with strong engineering and manufacturing capabilities. They had excellent products and loyal customers. But their commercial growth had flatlined.

Marketing wasn’t generating demand. Sales was struggling to hit pipeline goals. Leadership had committed to $6 million in new pipeline generation, but less than $2 million had materialized—and even that was falling apart.

Despite spending $20,000 a month on Google Ads, they were only receiving 2 to 3 leads per week. There were no nurture campaigns, no segmentation, no real offers—just a disconnected stream of traffic with nowhere to go.

Internally, the marketing team lacked the training and experience to run modern B2B programs. HubSpot had been installed but sat mostly unused. Sales and marketing operated in silos. No one was tracking attribution. No one owned the funnel.

The Challenge

There was no marketing system in place—just isolated efforts and a lot of wishful thinking.

Campaigns were focused on product specs and capabilities, rather than customer problems or use cases. The company wasn’t capturing demand or creating it. Sales reps followed up on generic web inquiries but had no tools or support to move prospects through a buying process.

Even worse, the team had no clear understanding of what drove customer interest. They weren’t losing because the product was bad—they were losing because the messaging was generic, the offers were weak, and the strategy didn’t exist.

The Approach

As FCMO, I wasn’t brought in to push pixels or tweak taglines. I was there to build a real growth function.

We started with what actually matters: understanding the customer.

Jobs-to-Be-Done as the Strategic Core

Instead of organizing marketing around features or internal org charts, we structured it around Jobs-to-Be-Done (JTBD)—the critical tasks and outcomes customers were trying to achieve in their daily work.

We spent time identifying the patterns:
Where were users getting stuck?
What did success look like for them?
What were the consequences of failure?

This shift reframed everything. The company stopped talking about what their tools did and started talking about what customers were trying to accomplish—and how we helped them get there.

Value Proposition and Offer Design

From there, we built a value ladder that moved people from education to engagement to action. We introduced offers that met buyers where they were—educational resources, evaluation tools, consults, and product experiences that were easy to say yes to.

Instead of asking for a quote or a meeting right away, we invited prospects to self-educate, raise their hand, and opt into a conversation on their terms.

Positioning and Narrative

We also helped the company find its voice.

The category they operated in wasn’t sexy. It wasn’t flashy. But it was essential. Our job was to elevate the importance of the problems they solved—to show how what they did affected everything that came after.

We simplified the message down to its core:
You can’t get reliable results if you don’t start from a reliable place.

That resonated. Not with everyone. But with the right people.

System-Building and Infrastructure

This wasn’t just a messaging job. We installed the marketing infrastructure that had never existed before:

• Full lifecycle tracking from first click to closed deal
• Integration between HubSpot and Salesforce
• Defined handoffs between marketing and sales
• Nurture flows and segmented email journeys
• A shared dashboard showing exactly what was working

We didn’t just deliver leads. We built the system that could scale them.

The Solution

The solution wasn’t one campaign or one channel—it was a connected system built on strategy and executed with discipline.

• Customer-centric positioning grounded in real-world jobs
• Offer development that supported buyer progression
• Campaign planning across channels, timed with internal sales cycles
• Clear metrics, tracked in real-time, shared with sales

It was a full transformation from reactive tactics to a modern, aligned marketing engine.