WHERE THEY WERE:
Tompkins Solutions is a supply chain integrator that designs and implements warehouse automation systems for distribution and fulfillment centers. Around 80 people and $30 million in revenue, with deep engineering credibility and a book of business built on executive relationships.
That model had hit its ceiling. New business depended on how many conversations the leadership team could hold themselves. A turnover in sales and marketing left nobody running demand. Customer data sat in NetSuite, collateral was scattered across the company, and sales and marketing worked in separate lanes with no shared pipeline or process. The budget didn't cover a marketing leader and a growth team, and the company still needed new business it could forecast.
THE MESSAGE:
Warehouse automation is a partner decision, not a product purchase. Tompkins Solutions brings the engineering experience to design the right system and the technology partners to build it. Every channel had to carry that message to operations leaders while they were still defining the problem, and give sales a reason to follow up.
THE SYSTEM:
Strategy came first. An ICP workshop, brand positioning, and a GTM assessment set the direction. Then we built three marketing systems to execute it, each with its own job, all feeding one revenue engine.
1. Partner marketing program. Tompkins integrates technology from leaders across the supply chain, and those partners have audiences of their own. Our partner marketing program launched co-marketing campaigns with partners like Agility Robotics and Softeon, built on partner-first landing pages with lead capture routed into HubSpot. Beyond the Barcode, a video podcast, put partners and operators in conversation with Tompkins leadership and brought partners into the sales process.
2. Outbound demand generation. Targeted HubSpot email sequences aimed at the ICP, built on clean target lists and persona messaging. Every sequence carried assets from the content engine, and positive replies went straight to sales as new deals.
3. Content engine. One-pagers, branded assets, and the collateral needed to activate LinkedIn and equip sales. The company overview one-pager gave every sequence and every sales conversation a single leave-behind covering the full automation lifecycle: plan and design, build and execution, lifecycle support, the technology Tompkins integrates, and its Cornerstone software.
[INSERT MARKETING COLLATERAL IMAGE: company overview one-pager and branded assets from the content engine]
One revenue operations system underneath. We moved customer data out of NetSuite into HubSpot and built the pipeline, deal stages, lead capture, and reporting the team had been missing. Sales and marketing worked from the same system, so every lead from every channel had a home and leadership could see what produced pipeline.
WHY IT WORKED:
Most agencies hand you pieces. A partner announcement here, an email blast there, a batch of LinkedIn posts. Each one looks fine on its own and none of them connect, so you end up with random acts of marketing. That's not our jam.
A Trelliswork engagement works because we go deeper than any agency you've worked with. We start with your growth strategy and build every system to serve it. The partner campaigns, outbound sequences, and content all pulled from the same ICP, carried the same message, and fed the same HubSpot pipeline. Every piece fit the larger plan.
WHAT IT PRODUCED:
Sales and marketing came together in one revenue operations system, and in four months of operation it drove $10.3M in new pipeline. Sales got a steady flow of marketing qualified leads and a pipeline it could report on. Leadership got a full growth function without hiring a marketing team, at about 25% of the cost of an agency or an internal team.
