Development of B2B Marketing Function for Codification

Codification is a UK-based digital transformation consultancy specialising in DevSecOps, Cloud, Cloud Native technologies, and enterprise IT governance. When I came on board, there was no marketing function, no positioning, no messaging, no pipeline, no process. Just a technically strong business with no systematic way to bring buyers in.

The market they were going after, C-suite and senior technical leaders at large enterprises, is one of the most difficult to reach and slowest to move. Cold outreach without precision is wasted. Generic content doesn't get through. Getting traction required building the right foundation before touching execution.

I joined as a foundational member of the marketing team and architected the entire function from scratch.

The first step was establishing the brand's market positioning and core messaging framework. Codification needed a clear, differentiated story, one that would resonate with the specific buyers they were targeting in a highly technical, crowded space. I built that foundation and created the processes that would govern all future marketing operations.

Once the positioning was locked, I designed and launched Codification's first Account-Based Marketing (ABM) program, a precision play targeting C-suite executives at specific, high-value enterprise accounts. I managed the full process: vendor management, campaign strategy, and execution.

Alongside ABM, I developed and scaled a lead generation engine built for predictability. Rather than activity-based metrics, I focused on building a system that would produce a consistently qualified pipeline, and one that the team could measure and improve over time.

I also contributed to the hiring process for key roles across marketing and customer success, helping build the team around the function I was establishing.

The ABM program added multiple Tier 1 and Tier 2 enterprise prospects to the sales pipeline within the first 90 days. The lead generation engine produced a predictable, qualified pipeline within one quarter. Codification went from no marketing infrastructure to a fully operational function with defined positioning, a live pipeline, and a scalable system, in under a year.