Vector’s website traffic looked healthy on paper and Francis Adanza, VP Marketing at Vector, wanted to dig deeper into the rising numbers.
“High traffic doesn’t matter if none of it can buy from you,” he says. “We realized we were optimizing for activity instead of buying intent.”
When digging through the data, Vector’s team discovered only one to two percent of traffic was within ICP. Meanwhile, Francis’ team was combing through heat maps and session trend data for 98 percent of visitors who would never buy.
Vector was paying for several GTM tools to answer one question: How can we deliver the right content, at the right moment, to the right person to close more deals?
Every tool answered one question well, but none connected the entire buyer journey.
Why Vector chose Krossings
The conventional next move would have been to purchase another tool but Francis could see where that would lead. Every GTM vendor solved one part of the problem and left him to handle the joins between them. Owning another tool wouldn’t guarantee it could tell Francis the customer journey story he wanted to uncover.
“Most vendors own one piece of the signal. Our challenge was stitching all of those signals together into one GTM system,” he says.
During initial conversation with Krossings, it was clear that the company was not in the business of reselling feeds. Krossings went to the seller behind the seller. Best of each source, one view, no pretense about who owned what.
“That level of transparency was key,” Francis says. He also notes another explicit need that Krossings delivered.
“Technology wasn’t enough. We needed people who understood how to architect the entire GTM system and make all of the pieces work together,” he says.
“Working with Krossings, they had the tools but also the expertise to navigate integrations and other things that were going on with the tool stack.”
“That was what really moved the needle,” he adds. Vector signed up for an initial audit which turned into a monthly engagement.
How Vector revamped its GTM motion
“Every time we’ve removed one constraint, we’ve uncovered the next opportunity,” Francis says. “Krossings has consistently helped us solve the next bottleneck.”
Once Vector could see who was on the site, sales needed enough information to act on it. That meant enrichment: full detail on the person, down to a mobile number or a home address for an executive worth the extra effort.
Enrichment meant getting it all into HubSpot, which meant RevOps. Outbound was next. Francis decided to reallocate budget from another agency to Krossings. “It was optimized around one channel,” he says. “We were looking for someone who could improve the entire revenue engine.”
Sales asked for more after that: the full backdrop on each recommended call, every touch, every piece of content, every session, so a rep walked in prepared before dialing.
Then came content and the AI engine behind it, then board reporting, account planning, and enablement. Throughout this expanding scope, Francis and Kelly Ohaver, Head of Product Marketing at Vector, appreciated Krossings’ communication and delivery cadence.
“One of the best things Krossings has done is the way weekly agendas are streamlined and focused on important topics,” Kelly says. “We had some growing pains when scaling content to a different brand voice, but that was solved.”
The trust Vector places shows in the data it has shared with Krossings. Financials, CAC, customer lifecycle, Slack, and product access. Wherever SOC 2 applied, the CTO and DevOps team worked out how to grant it rather than refuse.
Francis also appreciates how Krossings challenges him. “They’re one of the few partners I trust to challenge my assumptions instead of simply executing requests,” Francis says. “They don’t behave like an agency. They think like an extension of our GTM leadership team.”
Vector’s ROI from Krossings
Vector’s ROI has come from better visibility into the buying journey, which has given the team higher confidence in marketing attribution, better context for sales reps, and less time wasted in vendor management. Rather than managing a collection of disconnected GTM tools and agencies, the company now has an integrated system where data, automation, AI, content, and sales execution work together.
This structure has enabled the team to move faster, make better decisions, and continuously improve every stage of the customer journey. “We stopped thinking about GTM as a collection of tools and started treating it like an engineered system. That’s where the real leverage came from,” Francis says.
Krossings also eases Vector’s vendor management since one partner owns integrations across the GTM tool stack. Francis notes another significant advantage.
“To replicate this internally, we’d likely need a RevOps leader, GTM engineer, solutions architect, marketing operations specialist, and AI automation expertise,” he says. “We get access to all of that for a fraction of the cost.”
Vector has now gone from cycling through a new SEO vendor almost every year for five or six years to entrusting Krossings with the job. It has gone from tasking RevOps and HubSpot work with freelancers who never spoke to each other to one partner across the whole GTM surface.
The company’s GTM team can now access with a click:
- Personalized outreach sequences built on account plans and voice of customer analysis
- TAM analysis and competitor research
- Board reporting and attribution that proves marketing ROI
- Content in ICP language that appeals to both humans and AI agents
“Most vendors optimize a channel. Krossings helps us optimize the entire revenue engine,” Francis says.