1
Growth lead accountable for qualified pipeline
21
Growth functions, run by one team
30 days
Inside the business before anything is sent
5
Phases, from assessment to scale
01 The operating model
Most companies buy growth in pieces. An agency for paid, another for content, a freelancer for the website, a tool for intent data. Each one reports on its own channel and nobody carries the number. Codax replaces the pieces with one department, led by one person who does.
01
One growth lead owns the qualified pipeline number, sets priorities across every channel, and has authority to move budget between channels within the quarter. No handoffs between agencies, because there are no other agencies.
02
Nothing runs until the business has been studied and the plan agreed. The assessment decides which functions run, in which order, against which accounts. Execution follows the plan, and the plan follows the evidence.
03
The account list is agreed with sales before it is worked. Pipeline is reviewed with leadership account by account, not reported on in a deck. Every positive signal reaches sales the same day.
Exhibit 1. How the model differs
| Buying growth from vendors | The Codax growth department | |
|---|---|---|
| Who owns pipeline | Each vendor reports on its own channel | One growth lead owns qualified pipeline |
| Where strategy comes from | The client, or nobody | A month of assessment inside the business |
| How budget moves | Fixed retainers, channel by channel | Between channels, to what converts |
| Sales involvement | Leads passed over a wall | Account list agreed with sales, signals routed the same day |
| Reporting | A monthly deck from every vendor | One live dashboard of pipeline by account |
| Specialists | Found, briefed and managed by the client | Brought in and managed by Codax |
| Attention | An account manager across many clients | A growth lead carries three to four clients at most |
02 Signal-Based ABM
Account-based marketing usually means a list and an intent-data feed. Signal-Based ABM means reading everything the business and the market are telling you, and deciding strategy and execution together from it. It is what lets Codax walk into a business it has never seen and know, within a month, what to fix, what to build on and what to test.
Exhibit 2. What we read
Exhibit 3. The loop
The signals decide the strategy. The strategy decides which functions run. The functions produce new signals. That loop, run continuously, is why results keep coming rather than arriving once.
From the work
For an AI healthcare company, the deciding signal sat in its own product data. People inside target accounts were already users. Outreach went to those users first and decision makers second.
Read the case study5+
Product users engaged in every account closed
USD 1.02M
ARR closed in seven months
03 The five phases
Five phases that overlap by design. Fixing starts while the assessment is still running. Tests start before the build is finished. The timings below are typical, and they compress when the foundation is already strong.
Exhibit 4. A typical engagement, by month
1
Month one
A month inside the business before anything is sent. Revenue analysis deal by deal, sales and delivery interviews, customer interviews, ICP and buying-committee mapping, a competitor review, and a full technical audit of site, search, AI visibility, CRM and sending infrastructure.
You receive
2
Months one to four
Repair what blocks demand. The site, brand, executive and company presence, CRM and lead definitions, sending domains, tracking and sales collateral. Nothing is sent until the foundation can carry it.
From the work, cybersecurity services
51 → 80
Site score after the fix, with visitors up 79 percent
3
Months two to six
Turn the proof a company already has into assets. Case studies, executive content, newsletters, a webinar programme, a partner programme and inbound paths. Most B2B firms are better than their market can see. Build closes that gap.
From the work, cybersecurity services
20 → 77
AI visibility score, now named in Google AI answers
4
Months two to eight
Each channel is introduced as a controlled experiment against the agreed account list. Segment, offer, sender, format and audience are tested for four to six weeks before budget follows. Decisions are taken in the monthly pipeline review, not at the end of the quarter.
From the work, AI healthcare
USD 5M
Qualified pipeline from outbound in seven months
5
From month five
Budget and volume move to what converted. Events are added on top of channels that already work. The department runs on its monthly cadence, with the growth lead carrying the number quarter after quarter.
From the work, AI healthcare
USD 1.1M
Qualified pipeline from five webinars
Nothing is sent until the foundation can carry it. Nothing is scaled until a test has shown it converts.
04 A sample engagement
How an engagement opens for the company Codax meets most often. A strong business with a strong reputation, built on referrals, and barely visible to buyers who have never heard of it.
The client
Access to the CRM, analytics, site and sending tools. Interviews booked with sales, delivery and five customers. Draft definitions for an engaged account and a qualified opportunity go to the CMO for comment.
Two years of revenue analysed deal by deal. Sales calls reviewed for what wins and what loses. Buying committees mapped for the top segments. A technical audit of the site, search, AI visibility and sending infrastructure.
A working session with leadership. Everything found, the prioritised repair list, the first account list and the plan. Agreed in the room before anything runs.
Service and industry pages rebuilt, with tracking in place. Sending domains warmed. The founder's profile rewritten from a recorded interview. CRM stages and lead definitions live. The first case study in production.
Founder-led LinkedIn and email go live to one segment of the agreed list. Each test has a hypothesis, a control and a four to six week window. Positive replies reach sales the same day.
What converted, what was cut and where budget moves next. The account list refreshed with sales. The webinar programme and the next segment planned for quarter two.
05 Governance
Decisions are taken with leadership in the room, account by account, on the same numbers every time.
Exhibit 5. The operating cadence
| Cadence | Format | Who | What is decided |
|---|---|---|---|
| Daily | Shared channel | Growth lead, delivery team, your sales team | Positive replies and signals routed to sales the same day |
| Monthly | Pipeline review | CEO or CMO, growth lead, sales lead | Account engagement, the next action per account, test results, what to scale or cut, budget moves, list changes |
| Quarterly | Business review | Leadership and growth lead | Pipeline and ARR against target, the plan for the next quarter |
Outbound, content, events, pipeline and ARR in one view, shared with sales and leadership. The same numbers in every meeting.
Written down and signed off before the first campaign, so nobody argues about what counts.
06 Your side of the work
A department only works if leadership is in it. This is what Codax asks for. The rest is Codax.
1 hr
a week
Input on priorities and sign-off on the account list and messaging as the work moves. Joins the monthly pipeline review.
1 to 2 hrs
a week
Their name goes on outreach and their voice goes into content, captured from recorded interviews.
1 hr
a week
Review technical content for accuracy so everything published holds up in front of an expert buyer.
The method, in practice
FAQ
Signal-Based ABM is the Codax operating model. We read every signal inside your business and in your market and turn them into one strategic and executional model. It is a way of deciding what to do, not an intent-data feed.
The assessment takes the first month. Scaling typically starts from month five, once tests have shown what converts. The department then keeps running on its monthly cadence.
Then the phases compress. The assessment shows what can be skipped. For the AI healthcare company, Assess, Fix and Build ran inside two months.
An agency sells a channel or a campaign. Codax runs the whole department under one lead who carries the pipeline number, with your sales team in the room.
Codax brings in a partner or vendor it already works with, under the same plan, calendar and dashboard. The growth lead briefs and manages them, and partner costs are agreed in advance.
Start here
Phase one, at no cost and with no obligation. Findings shared in full, with a prioritised repair list, before anything is agreed.
