Case study · Asite · Construction SaaS
From lead vendor to pipeline engine.
48% first-year growth. Marketing-sourced pipeline 18% → 53%.
What changed when marketing started carrying the number.
As CMO at Asite, a global construction-platform company, Kyle Hamer rebuilt marketing from a function measured on activity into one accountable for pipeline. In the first year, revenue grew 48% and lead volume rose 186%. Over 15 months, marketing-sourced pipeline climbed from 18% to 53% — from sourcing less than a fifth of pipeline to sourcing the majority of it. Marketing went from a cost line sales tolerated to the engine the company’s growth ran on.
Marketing sales tolerated.
Asite had a real product and real enterprise logos, but marketing wasn’t trusted to grow anything. It ran on activity — events attended, emails sent, leads counted — and almost none of it tied to revenue sales would defend.
Pipeline came from the field and from relationships; marketing sourced 18% of it, and even that number got an asterisk in the room. When a function can’t point to the pipeline it created, every budget conversation starts from behind. That was the starting line.
Own the number, not the noise.
The mandate was simple to say and hard to do: make marketing accountable for sourced pipeline, and prove it. Not more leads for their own sake — pipeline the sales team would stake a quarter on. That meant rebuilding what marketing measured, what it spent on, and how it worked with sales, before touching a single campaign.
What actually changed.
Four moves did most of it. None of them were a clever campaign — they were plumbing and discipline.
- 1Repositioned the story — moved the narrative from feature activity to the buyer outcome the platform actually sold.
- 2Rebuilt demand for conversion — retired volume metrics and rebuilt the funnel around sourced pipeline and what converted.
- 3Aligned sales and marketing — one shared definition of pipeline and one shared number, held by both teams.
- 4Compounded brand and content — built for the 95% not buying yet, not just the 5% in-market.
18% of pipeline — with an asterisk.
The results
The picture inverted.
Inside 15 months the story flipped. Lead volume grew 186%. Revenue grew 48% in the first year. And the one that mattered most: marketing-sourced pipeline went from 18% to 53% — from sourcing less than a fifth of pipeline to sourcing the majority of it. The function stopped being a line item sales tolerated and became the engine the company’s growth ran on.
Why this isn't an Asite story.
The result wasn’t a construction-software trick. It was a repeatable move: stop measuring marketing on activity, make it accountable for sourced pipeline, and rebuild the spend and the sales relationship around that one number. The same rebuild works in most B2B SaaS companies between $25M and $150M ARR — anywhere marketing is busy but can’t prove what it sourced. That’s the fractional CMO engagement in one sentence.
FAQ
Common questions
What was actually broken at Asite before Kyle Hamer took over marketing?
Marketing ran on activity — events attended, emails sent, leads counted — with almost none of it tied to revenue sales would defend. Pipeline came from the field and from relationships. Marketing sourced 18% of it, and even that number carried an asterisk in the room.
How did Asite move marketing-sourced pipeline from 18% to 53%?
Four moves over 15 months. Repositioned the story from feature activity to the buyer outcome. Rebuilt demand around sourced pipeline instead of volume. Put sales and marketing on one shared pipeline definition. Compounded brand and content for the 95% not buying yet.
Did Kyle start with campaigns at Asite, or fix something else first?
Something else first. Before any campaign ran, he rebuilt what marketing measured, what it spent on, and how it worked with sales. None of the four moves was a clever campaign — they were plumbing and discipline. The scope also included a rebrand and a full go-to-market rebuild.
What was Kyle Hamer's role at Asite, and how big was the company?
Chief Marketing Officer, running global marketing and communications. Asite is a London-headquartered construction-platform company founded in 2001, roughly 500 employees, with offices from New York to Sydney. Its Adoddle platform serves 350,000+ registered users and 400+ enterprise customers across 50+ countries. Scope: rebrand, go-to-market, demand rebuild.
Does the Asite rebuild only work for construction software companies?
No. The result wasn't a construction-software trick. Stop measuring marketing on activity, make it accountable for sourced pipeline, and rebuild the spend and the sales relationship around that one number. The same rebuild fits most B2B SaaS companies between $25M and $150M ARR, anywhere marketing is busy but can't prove what it sourced.
Your pipeline could tell this story.
Thirty minutes on your number and where the engine leaks.