Kacyn Goranson

Exceptional Marketing & Consulting

Fractional marketing consultant and strategic lead providing assistance to multiple businesses at different stages, encompassing activities such as account-based marketing, operational process design, technical setup, and go-to-market strategy. 

Contracts span across various industries including real estate, recruiting, technology and marketing.

➥ Plan, execute, and optimize account-based marketing campaigns, resulting in increased target engagement and conversion.
➥ Direct all aspects of product marketing and positioning, including content development and in-depth persona research, to enhance market presence.
➥ Orchestrate successful product launches by conducting thorough market research, crafting strategic positioning, and developing effective go-to-market strategies.
➥ Develop and implement data-driven marketing strategies, utilizing analytics and market research to make informed decisions and drive growth.
➥Build, launch and optimize digital marketing efforts across various channels, including SEO, SEM, social media, email marketing, and content marketing, significantly boosting customer acquisition and engagement.

Vice President of Marketing | Demand Generation | Product Marketing

Worksuite

Developed and executed a comprehensive marketing strategy to increase brand awareness and generate revenue growth, including rebuilding the MarTech stack, creating a public relations plan and establishing formalized customer and internal communications strategies. 

➥ Drove a 52% increase in ARR value of opportunity creation in Q2 by boosting MQLs from Trials by 33% QoQ and MQLs from Demos by 86% QoQ through UX/UI enhancements and targeted paid search and social ads within our ICP.
➥ Collaborated with SDRs to develop weekly persona-focused messaging cadences, increasing MQL to SQL conversion rates from 10% to 30% over four months.
➥ Partnered with Finance to establish a 'Proxy' for best-fit customers and prospects, optimizing marketing and sales spend and efforts.
➥ Shifted from a lead-based to an account-based sales motion, targeting high-value accounts with higher annual revenues, and trained Marketing, BDRs, and Account Executives in this approach.
➥ Integrated the MarTech stack and developed executive-level dashboards and reporting systems for KPI visibility.
➥ Implemented internal communication strategies in partnership with People Success, enhancing employee engagement.

Vice President Marketing | Revenue-Driven Strategy | Demand Generation 

RevSure AI

Owned all go-to-market strategy planning, execution and implementation for this seed-stage start-up using AI to forecast pipeline and accelerate revenue, I drove tangible results in a short period of time. Partnering with Sales to achieve goals targeting $1M in revenue. 

➥ Achieved a 203% month-over-month increase in qualified lead creation through the implementation of a research-based marketing and content strategy.
➥ Secured executive-level alignment on the RevSure brand and value proposition, defining target personas, ideal customer profiles, and product messaging.
➥ Enhanced website SEO and user experience, driving demand among key audiences and accounts.
➥ Led and optimized all demand-generation activities, including PR, events, content marketing, SEO, and paid search, ensuring alignment with budget efficiency and revenue goals.

Head of Marketing, Marketing Operations & Demand Generation | Brand Development | Lead Generation

Knak

Part of the executive leadership team in a contract role for this Series-A MarTech codeless campaign creation platform built for enterprise marketing teams, I drove strategic initiatives to position the company for long-term success and scaled the brand across the SaaS industry and to key accounts. 

➥Aligned marketing operations and demand generation teams to create a cohesive and effective go-to-market strategy, achieving a $3M revenue target and generating 28% of new opportunities from the target ICP.
➥ Launched an Account-Based strategy with BDR and Sales teams, including a 6sense advertising campaign, delivering a 44x return on program investment to revenue created.
➥ Directed the prioritization of marketing initiatives, establishing scalable processes for future growth and efficiency.

Vice President of Growth Marketing | Series-A MarTech | SaaS Marketing | Strategic Initiatives

CM Group

I came on board this global pioneer in relationship marketing (now rebranded as Marigold), providing tailored, industry-specific martech solutions to a growing portfolio of thousands of businesses, and was promoted to Vice President of Marketing within 3 years, managing a team of 20. I played a key role in shaping the marketing organization's design and infrastructure, overseeing a full marketing budget across 10 brands, and partnering with C-Suite leadership to strategize, integrate acquisitions, and drive growth.

➥ Strategized and implemented organization design, infrastructure, and strategic plans, managing the budget and collaborating with FP&A to convert data into precise financial forecasts, creating actionable roadmaps.

➥ Developed and managed a sophisticated marketing technology stack, seamlessly integrating tools and systems across a rapidly expanding portfolio to ensure optimal data privacy and comprehensive reporting.

➥ Brands included Campaign Monitor, CM Commerce, Delivra (ended 2021), Emma, Sailthru, Liveclicker, Selligent, Cheetah Digital (beginning 2021), CM Group, Vuture

As Head of Marketing Strategy (2019 - 2021), I headed a team executing end-to-end brand and campaign management for three of the portfolio’s brands, Emma, Delivra and Vuture. Responsible for go-to-market campaigns, and brand management with a 20% YoY revenue growth.

Vice President of Marketing | Strategic Planning | Relationship Marketing | Operational Design

I was responsible for a $20M budget, collaborating with the FP&A team to create forecast models and maintain the financial viability of all key marketing initiatives. This included partnering with the legal team around marketing compliance, aligning with regulatory standards and practices to empower ongoing success.

➥ Engineered and implemented platform-specific automation and data-automation systems, driving significant efficiency improvements and elevating the marketing automation capabilities to a world-class standard.

➥ Led the expansion of marketing and campaign initiatives by overseeing MarTech stack operations, which resulted in enhanced capabilities and notable performance achievements.

➥ Created custom dashboards and reports that provided real-time visibility into key marketing metrics and KPIs, empowering executive leadership to make informed, data-driven decisions.

Director of Marketing Operations | Marketing Automation | Driving Growth & Performance Results

Computer Services, Inc.

As Digital Marketing Manager with CSI, I directed digital marketing initiatives, leading dynamic implementations to propel ongoing improvement and growth. 

• Integrated advanced marketing automation and web personalization tools, leading pilot personalization activities that significantly increased conversion rates and optimized customer reach.
• Conceptualized and implemented a unique multi-stage lead nurturing program, collaborating with leadership to expand the marketing qualified leads (MQL) strategy and drive higher quality leads.
• Overhauled the customer engagement strategy by launching comprehensive persona development processes and shaping automation workflows, effectively guiding leads through the buyer journey.
• Developed and executed tailored ABM strategies and campaigns, resulting in more targeted and successful marketing efforts.
• Advised leadership on best practices for marketing automation and email strategy, ensuring adherence to CAN-SPAM and GDPR compliance standards. 
• Partnered with the business intelligence team to maintain the integrity of customer relationship management software, enhancing data management processes.

Digital Marketing Manager

In this first role with CSI, I governed social media strategy, building creative engagement initiatives and a comprehensive brand guidebook to optimize digital engagement. 

• Spearheaded the creation and execution of a dynamic social media strategy, leading to a 30% increase in total website traffic by leveraging social media and pay-per-click campaigns.
• Created innovative engagement initiatives and a comprehensive brand guidebook, significantly enhancing digital engagement and brand consistency across all platforms.
• Established and standardized key performance metrics and measurement protocols, leading to the identification of critical improvement areas and the design of high-impact remediation strategies.
• Conducted detailed analyses of email marketing campaigns, utilizing insights from marketing automation platforms to inform strategic planning and optimize campaign performance.

Social Media Manager

Cyber Sytes, Inc.

Social Networking & Marketing Strategist

Tennessee Technological University Department of Athletics

Marketing Intern

MMA Creative

VP of Marketing | Growth Strategist | Revenue Optimization | Marketing Automation ➥ Building High-Performing Teams, Leveraging Innovative Strategies to Drive Growth & Impact

With over 14 years of experience as a marketing strategist and growth leader, my approach centers around achieving concrete results and real-world impact. I excel in highly competitive landscapes by implementing ahead-of-the-curve strategies. Passionate about uncovering the 'why' and 'how' behind business challenges, I guide teams to prioritize revenue results instead of vanity metrics and take a full-funnel view of the pipeline. I also understand the importance of leading with a healthy work-life balance and a sense of fulfillment, both for myself and for my teams. By keeping both outcomes and people at the forefront, I'm able to create a culture of success for my organizations.

I thrive in change management and high-growth environments focused on mergers and acquisition and operational challenges. 

Data-Backed Results
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➥ Researched, launched, and optimized an Account-Based Marketing Program aimed at moving more up-market, with initial results showing a 44x return on program investment to revenue generated

Change Champion
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➥ Collaborated with internal and newly-acquired stakeholders to establish culture, organizational and initiative alignment 7 times in a 3 year period

I have successfully leveraged budget, operations, and technology management to optimize results within revenue ranges from seed-stage start-ups and Series A companies to those with over $340M in revenue. I am adept at using data and analytics to pinpoint areas requiring optimization for increased marketing efficiency and building high-performing teams that deliver on ambitious revenue targets. 

My ability to understand and harness the power of technology is a key asset in creating a culture of innovation and continuous improvement. I possess a strong technical acumen that enables me to effectively leverage a wide range of marketing automation, CRM, PPC, ABM, analytics, and social media tools to drive business.

I am committed to catalyzing growth and reach through out-of-the-box marketing strategy. With my background in social media marketing, I’m always open to connect with other professionals and deliver value to my network here on LinkedIn. Let's connect and help each other.


CORE COMPETENCIES:
► Marketing Operations 
► Marketing Automation 
► Digital Marketing Strategy & Execution 
► Campaign Execution
► Revenue Growth 
► Sales Enablement 
► Account Based Marketing (ABM) 
► Marketing Analytics
► Marketing Compliance 
► Marketing Budget Management

Head of Marketing, Marketing Operations & Demand Generation | Revenue-Driven Strategy

Owning all go-to-market strategy planning, execution and implementation for this seed-stage start-up using AI to forecast pipeline and accelerate revenue, I have driven tangible results in a short period of time. Partnering with Sales to achieve goals targeting $1M in revenue, I spearheaded the development of research-based marketing and content strategies that have led to a remarkable 203% increase in contact creation MoM.

I have also been responsible for building and managing the RevSure.AI brand, ensuring that it resonates effectively with our target ICPs and personas. I have designed and implemented a scalable go-to-market tech stack process and systems, consistent with industry standards, to optimize our website for SEO and user experience, while creating demand within key audiences and accounts.

As a strategic marketing leader, I excel in highly competitive landscapes and thrive in change management and high-growth environments, having worked with both seed-stage start-ups and Series A companies.

Daren Lauda

Outset

Outset focuses 100% of our energies on solving the most difficult challenges related to planning, budgeting, and executing go-to-market recurring revenue plans. Built by leveraging real-world experience, our application and processes become the connective tissue that join our clients’ Marketing, Sales, Account Management, and Revenue Operations functions together–ensuring that all work in unison to meet and exceed corporate objectives. Every day, Outset works to improve how our clients meet and exceed their recurring revenue plans and hit their Annual Plan.

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Annual Planning | Forecasting | Predictable Revenue | AI | Strategic Planning | SaaS | Salesforce

Chief Executive Officer

BLDG

BLDG Studio
Working with a talented and proven team to build a startup-creation engine, building off of historical experience and success, while constantly using learnings and new techniques to create 3-5 valuable and meaningful organizations per year.

BLDG Advisory
Helping passionate founders build tech-driven, foundationally strong and predictably growing businesses. Using experience growing companies from $0-$100M to help others in the areas of Strategy, Revenue Operations, Sales, Marketing, Customer Success, & R&D.BLDG Studio Working with a talented and proven team to build a startup-creation engine, building off of historical experience and success, while constantly using learnings and new techniques to create 3-5 valuable and meaningful organizations per year. BLDG Advisory Helping passionate founders build tech-driven, foundationally strong and predictably growing businesses. Using experience growing companies from $0-$100M to help others in the areas of Strategy, Revenue Operations, Sales, Marketing, Customer Success, & R&D.

Skills: Entrepreneurship Development · Creative Problem Solving · Operations Management · Business Innovation · Strategy · Leadership

Advisor & Investor

Pavilion

Executive Member (Community)

DispatchTrack 

DispatchTrack is a leading provider of SaaS solutions that enable end-to-end optimization of operations and customer experiences in last-mile delivery. The company's platform includes modular tools for self-scheduling, dynamic route optimization, real-time tracking, proof of delivery, billing and settlement, and delivery network performance analysis. Serving customers around the world, DispatchTrack helps businesses of all sizes, from mid-sized operations to multi-billion-dollar enterprises. DispatchTrack is used across a wide range of industries, including furniture, appliances, building supplies, food and beverage, and field and home services. Each year, DispatchTrack powers more than 60 million scheduled delivery experiences. 

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Last Mile | Logistics | Supply Chain | Delivery Management | Customer Success | Leadership

EVP, Sales & Customer Success

Customer Experience At UC Irvine

Good customer experience drives customer loyalty, and customer loyalty correlates with increased revenues. Executing a best in class customer experience requires skill and dedication. The Customer Experience Certificate Program at UCI will help you to develop and hone those skills. Learn to understand the psychological aspect of your customer's experiences to generate deeper customer insights. Learn and integrate strategies and methodologies to measure, evaluate, and improve the customer experience throughout your organization. Our CX Certificate program is designed by industry experts and thought leaders, for professionals. Classes are fast-paced with hands-on activities that result in deliverables you can take back to your company and apply immediately. Enroll today.

Advisory Board Member, UC Irvine Customer Experience Program

Teletrac Navman

Member of the L1 leadership team, reporting to the President.  Responsible for the Americas P&L and a team of 220+ employees across Sales, Customer Success and Operations. 

Teletrac Navman is a veteran telematics company leveraging 25 years of experience to help fleets boost revenue and lower operating costs. We equip businesses with advanced data tools for location tracking, fuel monitoring, reporting, safety and compliance--all via one powerful, user-friendly SaaS software platform. We're devoted to providing accurate and precise data secured by the strongest protection and controls. These tools and methods improve business’ bottom line and help them stay competitive. Teletrac Navman currently tracks over 500,000 vehicles owned by over 40,000 organizations on six continents, making it one of the world's largest fleet management providers. The company, headquartered in Glenview, IL, has offices in the United States, Mexico, Europe, New Zealand and Australia. Teletrac Navman is an operating company within Fortive (NYSE: FTV) -- formerly Danaher (NYSE: DHR).

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Telematics | IoT | ELD | Digital Freight | Transportation | Safety | Mobile | Leadership

Vice President & General Manager, North America

Mavenlink

Member of the executive leadership team; reported to the CEO.  Responsible for a team of 50+ employees covering enterprise sales, small business sales, inside sales, solution engineering, and sales operations.

Mavenlink is the modern software platform for professional and marketing services organizations. It is the only solution that helps services firms establish an operational system of record that facilitates their business lifecycle, including key capabilities like resource management, project management, collaboration, project accounting, and Business Intelligence. Services organizations in more than 100 countries are improving operational execution, increasing agility, and driving improved financial performance with Mavenlink. 

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Project Management | Resource Management | Collaboration | Project Accounting | Leadership

Senior Vice President, Worldwide Sales

Salesforce.com

Managed direct sales team and leveraged overlay sales team to pursue enterprise and commercial accounts in the West.  Primary focus was driving new business via standard subscription or Enterprise License Agreement.  Responsible for all clouds – Sales, Service, Marketing, Platform, Data.com, and Work.com.

Salesforce is the global leader in Customer Relationship Management (CRM), bringing companies closer to their customers in the digital age. Founded in 1999, Salesforce enables companies of every size and industry to take advantage of powerful technologies—cloud, mobile, social, internet of things, artificial intelligence, voice and blockchain—to create a 360-degree view of their customers.

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CRM | Funnel Management | Forecasting | Collaboration | Customer Support | Sales Leadership

Region Vice President

TRIRIGA an IBM Company

Sales leader responsible for TRIRIGA sales and solution consulting in the Western US.  Primary focus was driving large transactions within Fortune 500 accounts.  Earned President's Club.

IBM TRIRIGA® is an intelligent real estate and facilities management solution. Through the smart application of data, IoT and AI, TRIRIGA helps you unlock key information and insights, giving greater visibility into space and facility utilization, occupant experience, capital projects, and lease administration and accounting.

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Real Estate | Lease | Projects | Pipeline | Forecasting | Collaboration | Sales Leadership

VP, Western Region Sales & Solution Consulting

Sales leader responsible for sales of the Arbortext product line in the Western USA and AP&L.  Managed direct sales, indirect sales, inside sales and sales engineers.  Supported channel development of the AP&L territories.  Joined PTC via Arbortext acquisition.  Arbortext was acquired by PTC in July 2005.  Earned President's Club multiple years.  Held Region Cup multiple quarters.

PTC enables global manufacturers to realize double-digit impact with software solutions that enable them to accelerate product and service innovation, improve operational efficiency, and increase workforce productivity.

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PLM | IoT | CAD | Product Lifecycle Management | Collaboration | Manufacturing

Sales VP

As CEO at Outset, I help passionate SaaS Operators build tech-driven, foundationally strong, and predictably growing businesses. I leverage my extensive experience in leading sales, customer success, professional services, and operations in the United States and abroad, across various industries and software domains.

With over 20 years of experience in the software industry, I have a proven track record of delivering results, leading and growing cross-functional teams, and managing change and conflict. I have expertise in Salesforce.com, cloud, SaaS, social media, CRM, collaboration, ECM, project management, PLM, transportation, last-mile delivery, and the Fortive and Danaher business systems. I am also a Salesforce Certified Associate and hold certificates in disruptive strategy, leading with finance, and project management from Harvard Business School Online and UC Irvine. My mission is to use my skills and knowledge to empower and enable entrepreneurs and organizations to achieve their goals and create value for their customers and stakeholders.

As we head into Thanksgiving, I’ve been thinking about what I’m most grateful for this year.

For me, it always starts with family.

My “last” first date was December 1996.
Thirty years later, my wife is still my best friend and the love of my life.

My kids are becoming incredible adults; intelligent, independent, funny, strong, and standing on their own. Watching that transition has been one of the great privileges of my life.

My dad is 88. We have dinner together every week.
I still call it my most important meeting, and I mean it.

Professionally, I’ve been fortunate.

I get to build Outset alongside people I respect and genuinely enjoy.
I get to serve customers who push us, partner with us, and trust us.
I get to mentor students who are earlier in their career journey. They remind me how exciting the beginning of a career can be.
I also get to assist many Founders and Sales Leaders seeking to accelerate growth.

Most importantly:
I’m doing work I believe in, with people I believe in.
And that is no small gift.

Life has its challenges. Trust me on that.
But gratitude cuts through the noise.

Wishing you and your families a very Happy Thanksgiving.

P.S. I bought that shirt as a joke. My daughter made me wear it to a Clemson game. We laughed about it all day. Grateful for laughter too!

CEO at Outset | CRO at Chorus | Advisor | Coach

Every year, I set aside time to coach college students who want to start careers in sales.

Some come through the Sales Innovation Program at Clemson.

Some through the Sales Center at TCU.

Others from Boulder, Northern Arizona, Tufts, USC, and beyond.

Right now, I’m working with two absolute rockstars who’ll graduate in May 2026.

Both are smart, driven, and ready to contribute on day one. Both are based in Dallas.

If you’re building a team in the DFW area and looking for entry-level BDRs or Account Managers, let me know.
 
I’m happy to make an introduction.
  -  No fees.
  - No recruiting angle.
  - Just helping great students find great opportunities.

Sales changed my life. And it changed my family's life.

Helping the next generation get started is just a way to give back.

I used to think velocity was the most important thing in my business.

  - Let's move fast!
  - Can we get it done tomorrow?
  - Before the weekend?

Over time, I've learned that velocity without alignment is fatal.

Velocity can be throttled when needed. It isn't always a requirement.

Alignment is ALWAYS a requirement. It is never optional.

I think I forgot that somewhere along the way.

Not proud to admit. Glad to recognize it.

Sales doesn’t own the bookings forecast.
Sales owns an input.

Yes, sellers forecast the month and quarter.
Sales leaders apply judgment and roll it up.

But once a business reaches any meaningful scale, that “sales forecast” becomes just one line in a much larger model.

Because the real bookings forecast lives in FP&A.

It’s mathematical.
  -  Top-of-funnel inputs.
  -  Conversion rates.
  -  Average selling price.
  -  Sales cycle duration.
  -  Capacity models.
  -  Pipeline flow.

It’s not a vibe.
It’s not a gut check.
It’s a calculation.

If you’re a sales leader, the FP&A forecast shapes your hiring plan, not your quota.

If you’re a marketing leader, the FP&A forecast shapes your budget, not your xQL target.

So ask yourself:

How often do you sit down with FP&A?
(Not RevOps. FP&A.)

How often do you ask them what your number really is?
How often do you align your plans to the model the business actually runs on?

If the answer is “not often”… start now.

Because in most companies, beating the FP&A number matters more than beating quota.

Whether you realize it or not...

the business runs on the FP&A forecast.

I talk a lot about prioritizing family.
Not because it’s easy… but because it’s super important.

Work, deadlines, finances; all of it competes for attention.
But over the holiday break, reality got involved.

Both my father and my father-in-law spent time in the ER.
Both are 88 years old.
And every minute with them is a gift.

It was a reminder:

Block family time on your calendar. Protect it.

Encourage your teams to do the same.

When the people you love are gone, you’ll regret the moments you didn’t spend with them.

You’ll never regret the moments you did.

Family first.
Always.

taplio

The Battle

Kacyn Goranson

Daren Lauda

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The Battle

Kacyn Goranson

Daren Lauda

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Daren Lauda's LinkedIn Performance

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