TravelNet Solutions (TRACK)

TravelNet Solutions (TNS), known in its market by the name of its flagship product, TRACK, is a private equity-backed SaaS provider for vacation rental property management. I led marketing there as Vice President of Marketing (in-house) from 2023 to 2025, while the company moved up-market and needed marketing to show measurable impact on pipeline and bookings.

Company:

Core Competencies:

Growth strategy, Positioning and messaging, Account-based marketing, Sales enablement, Demand generation, Marketing measurement

Key Highlight:

ICP-fit inbound rose from about 25% to 66% of total in four months, and average annual contract value grew about 40% year over year

Case Study Dive In

TravelNet Solutions (TRACK)

Repositioning Up-Market and Rebuilding Marketing Measurement

Situation:

Professionalization and consolidation in the vacation rental industry were bringing new scrutiny to technology providers. Property management systems were entering the market or acquiring complementary tools at a rapid pace, and TRACK needed to compete for larger, more established customers.

Challenge:

TRACK had been through several changes in marketing direction and leadership. The company was moving up-market from the SMB base it was built on, and it needed marketing to show measurable impact on pipeline and bookings. There was no shared view of which programs produced revenue, and marketing spend had been held low for years.

The Solution:

I rebuilt targeting and messaging around the up-market push and put a measurement framework under it: ICP-fit percentage, opportunity conversion, pipeline contribution, and marketing ROI, reported to leadership on a fixed cadence.

In a narrow market where paid search and other mass channels didn’t fit, I launched an account-based program with Sales and Customer Success. I also unified messaging across acquired brands, rebuilt product marketing alongside the Product team, and modernized a legacy partner program with performance KPIs and co-marketing.

The Result:

ICP-fit inbound rose from about 25% to 66% of total in four months. I traded a deliberate drop in lead volume for more qualified contacts, and marketing-attributed opportunities beat both target and prior year, 50 against a target of 44.

Average annual contract value grew about 40% year over year via the ABM program launched with Sales and Customer Success.

The ROI reporting showed years of under-investment in marketing. The revised channel mix and up-market push that followed are where the return showed up.

Sales-accepted lead value nearly doubled year over year, organic traffic grew about 40%, and the modernized partner program contributes $2M+ in annual revenue.

TRACK’s standing in its core market rose with it. One well-regarded industry voice remarked at TRACK’s 2025 customer conference, “it’s nice to see TRACK back!”