TravelNet Solutions (TNS), known in their target market by the name of their flagship product – TRACK, is a private equity-backed SaaS provider serving the short term vacation rental and property management industry. In a critical growth stage after their PE-acquisition, TNS needed marketing to be accountable to EBITDA and demonstrate measurable impact on bookings and pipeline.
TravelNet Solutions (TRACK)
Growth strategy, Positioning and value prop development, Sales enablement, Demand generation, Marketing measurement, Performance marketing
Growth strategy, Positioning and value prop development, Sales enablement, Demand generation, Marketing measurement, Performance marketing
I led the development of a performance-based marketing framework built around a set of core KPIs: lead volume, ICP-fit percentage, MQL conversions, CAC, and pipeline contribution of marketing.
Our team of internal resources, agency partners, and freelancers implemented systems to track and optimize these metrics, building a dashboard that tied marketing directly to revenue and EBITDA. Messaging across acquired brands was unified to rebuild trust with customers, while a scalable ABM strategy targeted high-value accounts in a relatively narrow TAM in which PPC and other mass comms efforts were not conducive.
On the demand generation side, I launched persona-based campaigns mapped to lifecycle stages, designed to drive higher-quality engagement and more efficient conversion. This was combined with a product-led growth (PLG) approach to accelerate adoption and bookings. By rebuilding the Product Marketing function at TRACK under a proven and scalable model, and with a set of repeatable processes and tools, the partnership between Marketing and Product was greatly strengthened with positive impact in several areas from new product launch to content creation.
The transformation was both cultural and financial. Pipeline creation exceeded goals by 25%, while average annual contract value (AACV) rose by >40% on marketing-attributed opportunities. Organic traffic grew 37%, session duration increased 15%, and the value of sales-accepted leads nearly doubled.
Marketing moved from being a tactical function to a disciplined growth lever directly tied to EBITDA. TNS gained the ability to allocate budgets with confidence, pursue larger accounts, and measure performance with precision.
Additionally, TRACK’s reputation in its core markets was bolstered tremendously by a new wave of GTM campaigns, a comprehensive thought leadership program, and a more formalized partnership structure. One highly-regarded VR industry influencer remarked at TRACK’s 2025 customer conference, “it’s nice to see TRACK back!”