Building a Feature to Capture $14M in ARR
Building a Feature to Capture $14M in ARR
Enabling marketers to turn data insights into marketing campaigns in minutes.
Enabling marketers to turn data insights into marketing campaigns in minutes.
Responsibility
Product Lead
Company
mParticle
What I Worked On
Research
UX Audit & Research
User Testing
Release Planning
Go-to-Market
Impact
+$14M ARR
Challenges
Challenges
Marketers struggled to act on data
Marketers struggled to act on data
Marketers could analyze performance but not easily take action, since Analytics and the CDP operated in silos. To launch campaigns, marketers exported CSVs and uploaded them manually, undermining the CDP’s core value of automation and interoperability.
Marketers could analyze performance but not easily take action, since Analytics and the CDP operated in silos. To launch campaigns, marketers exported CSVs and uploaded them manually, undermining the CDP’s core value of automation and interoperability.
Analytics wasn't seen as a growth driver
Analytics wasn't seen as a growth driver
It was bundled free with the CDP, and most customers saw little value in upgrading or expanding their plans. As a result, the product struggled to demonstrate commercial impact or justify further investment.
It was bundled free with the CDP, and most customers saw little value in upgrading or expanding their plans. As a result, the product struggled to demonstrate commercial impact or justify further investment.
Solutions
Solutions
Integrating Analytics With the CDP
Integrating Analytics With the CDP
Making It Easy To Activate Data
Analytics used to stop at insights. Marketers could see what was happening but couldn’t act on it.
By enabling them to create and activate audience segments directly within Analytics, we turned insights into immediate action.
Marrying the analytical power of Analytics with the orchestration capabilities of the CDP meant data no longer just informed campaigns — it powered them, creating a seamless, self-serve growth loop.
UX Research
Prototyping
Strategic Roadmaps
Service Design
Design Systems
Go-To-Market
Analytics used to stop at insights. Marketers could see what was happening but couldn’t act on it.
By enabling them to create and activate audience segments directly within Analytics, we turned insights into immediate action.
Marrying the analytical power of Analytics with the orchestration capabilities of the CDP meant data no longer just informed campaigns — it powered them, creating a seamless, self-serve growth loop.
+$14M In Deals From
Product-Led-Growth
+$14M In Deals From
Product-Led-Growth
Adding Value Through Upgrades
Marketers had little incentive to upgrade — most value came from visualizing data, not acting on it.
By introducing advanced activation features in higher tiers, we created a natural upgrade path that bundled Analytics with the CDP, turning insight into action.
This shift added $14M to the CDP pipeline, proving that well-designed packaging and tiering can transform a cost center into a revenue driver.
UX Research
Prototyping
Strategic Roadmaps
Service Design
Design Systems
Go-To-Market
Marketers had little incentive to upgrade — most value came from visualizing data, not acting on it.
By introducing advanced activation features in higher tiers, we created a natural upgrade path that bundled Analytics with the CDP, turning insight into action.
This shift added $14M to the CDP pipeline, proving that well-designed packaging and tiering can transform a cost center into a revenue driver.
Impact
Impact
1,280
1,280
Leads Generated
Leads Generated
50,000
50,000
Segments Created
Segments Created
$14.3M
$14M
ARR of New Deals
Worth in New Deals
My Approach
My Approach
Analyzed Lost Deals:
Discovered ~$30M in lost opportunities because marketers struggled to activate data.
Prototyped & Validated:
Captured strong user feedback and demand signals, securing buy-in from senior leadership.
Iterated & Refined:
Enhanced usability through workflow automation, making complex processes intuitive and accessible for marketers.
Shipped to Production:
Led infrastructure stress testing and QA to ensure reliability at scale.
Drove Go-To-Market Enablement:
Partnered Marketing and Sales to develop messaging, sales collateral, and talk tracks that accelerated product adoption.
UX Research
Prototyping
Strategic Roadmaps
Service Design
Design Systems
Go-To-Market
