Marketing Consulting

Turn Marketing Into a Revenue Engine Leaders Trust

I help CEOs and CMOs diagnose marketing performance, strengthen team capabilities, and build the strategies and systems that turn marketing into predictable pipeline and revenue.

How I Can Help Let's Talk
Kirstin Hornby

Recent clients

Franklin Covey EcoVadis Upwork Zenwork Sponsor United Yooz Lighthouse

Meet Kirstin Hornby

A Marketing Leader Who Understands Your Challenges

With over 20 years leading marketing at high-growth companies, I've navigated the same challenges you face — scaling teams, justifying budgets, selecting the right tech, and proving ROI to the board.

Now I help CEOs, GMs, and CMOs move faster with a practical, data-informed approach focused on measurable business outcomes.

I work as an advisor, fractional, or as a hands-on partner, embedding with your team to diagnose, prioritize, and execute.

Let's Talk

Areas of Expertise

From diagnosis to execution

I work as an advisor, fractional, or as a hands-on partner, embedding with your team to diagnose, prioritize, and execute.

Diagnose

Diagnose Marketing Performance & Strategy

Analyze channel performance, funnel conversion, and attribution to identify what's driving results. Translate to a clear strategy, priorities, and execution plan.

Build

Data-Driven Growth Execution

Translate strategy into a clear roadmap and partner with your team to execute — focusing on the channels and programs that accelerate measurable growth.

Measure

Build Measurement & Accountability Systems

Create visibility and accountability for pipeline and revenue by defining KPIs, attribution, and reporting — enabling clear, actionable decisions on where to invest.

Strengthen

Marketing Teams & Capabilities

Evaluate team structure, capabilities, and processes to identify gaps, and guide team design and operating models for sustainable growth.

Insights

Recent posts

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Pipeline · Sales Alignment

Stop Leaving Pipeline on the Table: Closing the Top-of-Funnel Gap Between Marketing and Sales

30% of MQLs never get touched. Here are 5 simple steps to fix the Marketing–Sales gap for good.

2 min read

Leadership

Is There Such a Thing as Too Much Confidence? Navigating the Confidence Curve

When I was in second grade, my teacher called my parents to say I raised my hand too much in class. Here's what that taught me.

Oct 17, 2024 · 2 min read

Budget & Strategy

The Blind Spots in Marketing Budgets: How Conventional Categories Are Holding You Back

Marketing budgets divided into broad categories may be logical — but they're hiding your biggest opportunities.

Oct 8, 2024 · 1 min read

Case Studies

Results that speak for themselves

Turned Marketing Into a Pipeline Engine by Rebuilding Measurement and Optimization

Global leadership and training organization generating high lead volume but with limited visibility into conversion to pipeline and revenue.

  • Built end-to-end pipeline visibility from MQL → opportunity, creating a shared source of truth used by both Marketing and Sales
  • Shifted optimization from Cost/MQL to pipeline conversion, changing how budget decisions were made
  • Established clear definitions and a weekly working cadence to improve follow-up rates and accountability
Result Increased MQL-to-opportunity conversion, improved follow-up rates, and put in place a consistent model for managing pipeline performance across teams

Built Enterprise Martech and GTM Foundation to Support Upmarket Growth

Tax and compliance platform expanding from SMB to enterprise, without the systems or structure needed to support a more complex sales motion.

  • Implemented CRM structure, lead scoring, and intent data to support account-based engagement and identify in-market enterprise accounts
  • Launched integrated 360° campaign and thought leadership to support enterprise positioning
  • Set up simple campaign tracking to connect account engagement to pipeline
Result Drove engagement with target enterprise accounts and created a clear approach for building and measuring enterprise pipeline

Increased Brand ICP Pipeline 29% by Building an ABM Motion

B2B data platform selling to brands and agencies, with broad, unfocused pipeline generation and limited targeting of high-value accounts.

  • Defined ICP segments and narrowed focus to highest-value accounts
  • Built and launched ABM programs aligned to buying groups and sales priorities
  • Redesigned campaign rollout with integrated, 360° messaging
Result 29% QoQ growth in ICP-qualified pipeline, with a more focused and scalable approach to generating high-value opportunities

Improved Pipeline Conversion by Aligning Marketing, Sales, and Funnel Definitions

B2B SaaS company with inconsistent pipeline definitions, low follow-up on leads, and limited visibility into conversion across stages.

  • Replaced inconsistent lead definitions with shared criteria tied to target segments and rep capacity
  • Introduced weekly pipeline working sessions to review lead quality, follow-up, and conversion
  • Redesigned nurture and qualification to align with buying stage and sales readiness
Result Increased conversion across key funnel stages, improved follow-up rates, and created a more structured way to manage pipeline across teams

Get in Touch

Ready to strengthen your marketing performance?

Whether you need strategic guidance, team alignment, or a clear path to measurable growth — I'm happy to connect.

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