From Referrals to Revenue: How Karrikins Group Built a Scalable Marketing Engine

Karrikins Group is a global consulting firm known for helping Fortune 500 CEOs and senior leaders align around purpose and strategy to accelerate organizational growth. While their influence and reputation were strong, their marketing efforts lacked the infrastructure to scale with their ambitions.

Recognizing the need for a more intentional, scalable approach to lead generation and brand reach, Karrikin Group partnered with OTM in 2021. The engagement began with a full go-to-market diagnosis and evolved into a long-term partnership focused on building a sustainable pipeline engine.

Check Out The Results
A woman in a red dress presents a graph on a screen to six colleagues seated around a conference table, all attentively listening and taking notes.

THE PROBLEM

Despite their high-profile clientele, Karrikins Group faced marketing hurdles:

  • Overdependence on referrals and word-of-mouth
  • Low non-branded website traffic
  • Virtually no inbound marketing leads
  • Long sales cycles and complex content needs

These issues hindered their ability to grow consistently and made forecasting unreliable. Without a scalable marketing model, their brand influence didn’t translate into predictable pipeline or revenue.

THE SOLUTION

Strategy & Execution

Using OTM’s Path to Growth® methodology, the team conducted a deep analysis of Karrikins Group’s market position, competitive landscape, and messaging framework. It became clear that previous strategies lacked executional rigor and were disconnected from the realities of evolving B2B marketing.

Unique Approach

Rather than relying on high-level theory or disconnected tactical efforts, the team prioritized data-driven insights and clear execution paths. This resulted in a go-to-market plan that was both actionable and grounded in the realities of Karrikins Group’s operations – moving their marketing efforts from abstract strategy to practical, prioritized enablement.

Strategy & Execution

  • Strategic positioning through The OTM Path to Growth®
  • Thought leadership content creation
  • Outbound prospecting and ABM (Account-Based Marketing)
  • SEO-focused website development and content marketing
  • Ongoing performance reporting and enablement

Collaboration with Karrikins Group

OTM established a strong, bi-weekly collaboration rhythm with Karrikins Group’s leadership, ensuring continued alignment on goals, progress, and adjustments. Strategic sessions, performance reports, and targeted coaching helped evolve the program in lockstep with changing business priorities.

Obstacles to Overcome

The transition from a speaker-driven model to a digital-first marketing engine was a major shift. With the pandemic forcing a reassessment of how to reach and convert leads, OTM helped guide Karrikin Group through a full redesign of their marketing funnel, from targeting to conversion, resulting in a durable, high-impact strategy.

RESULTS

Outcomes (Qualitative Results)

  • Greater intentionality across all marketing initiatives
  • Increased clarity among leadership about marketing’s role in driving growth
  • Elevated confidence in the organization’s ability to proactively attract ideal prospects

Key Performance Indicators (Quantitative Results)

  • 47.88% of the sales pipeline attributed to net new business in the last year
  • 35% year-over-year increase in organic website traffic

“Thank you Miles and the entire team at OTM. Your expertise has helped to elevate our brand and market position. You are a true partner on this journey.”

Bruce Siegel

Managing Partner

A man and a woman looking at a chart on the wall

Ready to Elevate Your Brand?
Let's Drive Results Together!

Looking to engage your audience and drive results?
Contact us to see how we can achieve your business goals.

Get started