Data Vision Services × Chris Lee Marketing
Building Scalable Go‑to‑Market Engine
A pragmatic plan to clarify positioning, rebuild the website, and operationalise account growth across funds and portfolio companies.
Executive Summary
Where You Are Now
Data Vision Services has built a strong foundation through relationship‑led, consultative sales, with the founder deeply involved in securing every new logo. Your current split of 70/30 between PE funds and portfolio companies reflects a dual‑ICP model where decisions are joint, but leads predominantly flow through funds.
However, the infrastructure to support scale hasn't kept pace. Your website, messaging, and tracking systems don't yet reflect the sophistication of your delivery. HubSpot adoption is partial, creating gaps in attribution and pipeline visibility. Marketing investment sits below 5% of revenue, resulting in feast‑famine cycles and inconsistent account building that constrains growth velocity.
Where We're Taking You
We'll sharpen what DVS does, for whom, and the quantifiable outcomes you deliver, in language that CFOs and GPs immediately understand. Your rebuilt website becomes a demand and proof hub, with measurable outcomes segmented by ICP and clear pathways for each decision‑maker type.
We'll create repeatable go‑to‑market playbooks for land‑and‑expand within funds, plus selective portfolio company activation strategies. Marketing investment lifts to a calibrated 7–10% of revenue, focused on high‑ROI fundamentals, content, tracking, and plays, before any paid scale. This is about building a revenue engine that compounds.
How We'll Get There
01
Fractional CMO Delivery
Strategy and execution under one roof. No slideware, no handoffs.
02
Phase 1: Positioning & Web
Clarify your category stance, rebuild the website as a conversion engine, and establish proper tracking foundations.
03
Phase 2: Plays & Pipeline
Activate repeatable GTM playbooks for funds and portfolio companies, plus thought leadership that multiplies reach.
04
Phase 3: Account Growth & Scale
Operationalise customer lifetime value frameworks, harvest proof systematically, and pilot high‑intent paid channels.
We start in Q1 with a lightweight cadence: 3–8 days per month initially, scaling as results and bandwidth dictate. We get the basics right, then compounded through repeatable execution.
The Challenge
Clarity Gap
Competitor messaging in your category trends airy and generic. DVS needs crisp articulation of problems solved, segmented by ICP, with quantified outcomes that CFOs and GPs immediately recognise.
Founder Dependency
New logo acquisition concentrates through one person. Bandwidth and consistency become constraints when delivery sprints crowd out business development, creating cyclic pipeline volatility.
Website & Tracking
Your current site doesn't convey value at the level you deliver it. It lacks ICP‑specific pathways, outcome proof, and measurable conversion points. Attribution remains patchy, obscuring what's actually working.
Account Growth Framework
You need deliberate playbooks to expand within funds and build lifetime value across multiple projects. Whitespace mapping and governance rhythms aren't yet systematised.
Cyclic Pipeline
Delivery excellence paradoxically crowds out marketing and BD activity. The result: feast‑famine cycles that make revenue forecasting difficult and growth lumpy rather than compounding.
The Opportunity
Own the "PE Value Creation Ops" Narrative
Position Data Vision Services as the partner that turns data, analytics, and operating cadence into board‑level financial outcomes, cash improvement, EBITDA lift, working capital optimisation, and leakage control, through repeatable, proven plays rather than bespoke consulting sprints.
Why Now
PE funds want thinner GTM layers: a few trusted relationships that unlock value across many portfolio companies. The era of hiring separate firms for every value creation workstream is ending.
Your Advantage
DVS is already winning through credibility and delivery quality. Packaging that credibility into clear positioning and repeatable plays unlocks scale without building a large sales organisation.
The Foundation
The right infrastructure enables efficient expansion. You can grow revenue per fund relationship faster than you can acquire new fund logos.
ICPs & Outcomes
Architecting the Website & Messaging Around Decision‑Maker Needs
Primary ICP: PE CFOs, GPs & Operating Partners
What They Value: Speed to value, repeatability across the portfolio, governance‑ready reporting that satisfies IC scrutiny, and measurable lift on cash, EBITDA, and working capital metrics.
Outcomes to Headline:
- Working capital unlocked within 90 days
- Margin improvement quantified and sustained
- Revenue leakage identified and closed
- Faster diligence‑to‑impact cycles across deals
- Portfolio‑wide playbook repeatability
These executives need proof that your engagement creates board‑reportable results, not just analysis paralysis. They're buying risk reduction and speed.
Secondary ICP: Portfolio Company CFOs, CEOs & COOs
What They Value: Pragmatic delivery, capability uplift that outlasts the engagement, and no‑nonsense analytics that change decisions rather than decorate dashboards.
Outcomes to Headline:
- 90‑day cash improvements with clear attribution
- Measurable cost avoidance, not theoretical savings
- Forecast accuracy improvements that change capital allocation
- PMO cadence and governance that sticks post‑engagement
Portfolio company leaders need to see that you'll integrate with their existing teams, build capability, and leave behind frameworks they can operate independently.
Competitive Positioning
How to Differentiate in a Crowded Category
What They Say
Competitors default to strategy‑speak, generic analytics promises, and minimal specificity on how value actually lands. Their websites showcase capability without outcomes, and their case studies lack the quantified proof that CFOs demand.
What We'll Say
Plain‑English outcomes, explained plays with clear methodologies, and real proof with anonymised numbers. We'll position DVS as the firm that shows its work and ships results, not the firm that sells another diagnostic study.
Quant‑Style Boutiques
Polished but vague. Strong visual identity and good outcome blocks on their sites, but light on methodology transparency. We can match their polish whilst exceeding their specificity and proof density.
Strategy Boutiques
Larger bench, similar PE heritage. We differentiate on clarity of positioning, speed to first value, and documented playbooks rather than bespoke reinvention for each engagement.
Big Four Firms
Credible in tenders due to brand recognition and audit relationships. DVS wins on speed, senior attention throughout delivery, and superior cost‑to‑impact ratios. You're the agile alternative.
Three‑Phase Implementation
Phase 1: Positioning & Website
Weeks 1–6
Develop positioning narrative, category stance, and value proposition by ICP. Design website architecture and write conversion‑focused copy: homepage (dual ICP pathways), services structured as plays, proof section, and resources hub.
Implement tracking foundations: HubSpot events and goals, CRM hygiene protocols, source taxonomy, and ROI baseline metrics. Refresh core collateral including credentials deck, one‑pagers, case mini‑cards, and proposal shells.
Phase 2: GTM Plays & Pipeline
Weeks 6–12
Activate Fund Land‑and‑Expand play: build target list of 20–30 priority funds, design outreach sequence (warm intros, founder content, invitation mechanics). Launch Portfolio Company Activation play: triggered sequences from fund introductions, light ABM, workshop‑in‑a‑box delivery.
Establish thought leadership engine: monthly pillar content plus weekly snippets distributed across leadership LinkedIn profiles, webinar and podcast placement strategy. Implement SDR‑lite motions: calendarable founder tasks, automated backlog, and systematic follow‑ups.
Phase 3: Account Growth & Scale
Weeks 12–20
Always-on approach to Linkedin - advancing both the company and founder profiles; as well as other key brains behind the business.
Deploy customer lifetime value framework: quarterly business reviews, whitespace mapping, proof harvesting: case studies with anonymised numbers, quote library, and ROI calculators etc.
Optional paid media pilot: retargeting and high‑intent search once organic foundations demonstrate conversion. Scale only what's proven to work at acceptable customer acquisition cost.
Nothing happens in a silo. We can do some initial Linkedin updates while we build the new website for example.
Website Scope & Structure
Copy‑First, Built Fast
Information Architecture
- Home: Dual pathways (Funds/Portcos), outcome tiles, short explainer videos
- What We Do: Structured as "Plays" (Working Capital, Leakage Hunt, EBITDA Lift, Forecast Accuracy)
- Proof: Mini‑statistics, client quotes, 2–3 detailed case vignettes
- Insights: Briefings, webinars, downloadable frameworks
- About: Leadership credibility and team expertise
- Contact: Segmented routes for Fund vs Portfolio Company enquiries
Copy Principles
Outcome headlines, not feature lists. Every page answers "what changes for me" before explaining how you do it.
60‑second explainers for each ICP showing how your process works in three clear steps. No jargon, no fluff.
"What you get in 30–60–90 days" sections that make value concrete and time‑bound. CFOs think in quarters; your messaging should too.
Tracking & User Experience
HubSpot forms with UTM discipline and proper pipeline field mapping. Meeting scheduler links that segment by ICP. Thank‑you pages with logical next‑step CTAs. Automated nurture email sequences tailored to fund vs portfolio company contacts.
GTM Playbooks
Below are some example playbooks and sequences that we can create and launch to help ease the founder sales burden. The latest advancements in automation and AI can add efficiency to these too - such as Outplay, Salesforce VBDR etc.
1
Fund Land‑and‑Expand
Targets: 20 priority PE funds mapped by relationship warmth, portfolio company count, and value creation mandate strength.
Motions: Build warm referral map → publish founder POV content → invite to 45‑minute value demonstration session → propose 90‑day pilot in 1–2 portfolio companies → deliver proof read‑out to fund investment committee.
Success Signals: Number of fund introductions secured, pilots launched, pilot‑to‑programme conversion rate, average revenue per fund relationship.
2
Portfolio Company Activation
Triggers: Fund introduction OR direct inbound enquiry from portfolio company leadership.
Motions: Structured discovery using template → develop 3 quantified improvement hypotheses → execute 6‑week rapid impact sprint → deliver executive proof deck with board‑ready outcomes.
Success Signals: Time‑to‑first‑value metric, sprint‑to‑phase‑2 conversion rate, executive sponsor net promoter score, referral generation rate.
3
Thought Leadership Amplification
Cadence: One pillar piece monthly (written article or short video) plus weekly founder and partner posts across LinkedIn.
Formats: "What good looks like" primers on value creation topics, before/after outcome charts, 60‑second clips from webinars and podcast appearances.
Success Signals: Engagement rates, inbound enquiry attribution, content‑to‑meeting conversion, share of voice in PE value creation conversations.
Example LinkedIn Activation Strategy
Our LinkedIn activation focuses on building brand awareness with Private Equity funds and portfolio companies, converting interest into qualified meetings.
Content Pillars
We'll highlight DVS's unique value through:
- Outcome-focused insights tailored for each ICP.
- Concise explainers of our strategic plays.
- Compelling proof points and client success stories.
- Showcasing our team culture and career opportunities.
Publishing Cadence & Formats
A consistent schedule of three posts per week will feature:
- Impactful "Outcomes Tiles" for Funds and Portcos.
- 60-second video explainers with subtitles, detailing our approach.
- Mini case vignettes outlining problem, intervention, and measurable results.
Distribution Strategy
Maximising reach and engagement is key:
- Native posts for organic visibility.
- Targeted employee resharing to amplify content.
- Monthly recap delivered via LinkedIn newsletter.
Conversion & Tracking
Driving action with clear calls-to-action:
- Segmented CTAs by ICP.
- Direct meeting scheduler links.
- UTM tracking on all HubSpot links for precise attribution.
Key Performance Indicators (KPIs)
Measuring success against defined metrics:
- Growth in follower count within target PE funds.
- Post saves and click-through rates to ICP-specific pages.
- Meeting conversion rate from LinkedIn traffic.
- Number of pilots initiated from LinkedIn leads.
Founder & Strategist Profiles
Our LinkedIn strategy extends to key individuals, establishing David and selected strategists as the most impactful voices in private equity value creation.
Objective
Position David and key strategists as leading, authoritative voices in private equity value creation within the industry.
Roster & Focus
David will cover fund-level PE value creation. 2-3 strategists will focus on working capital, leakage, and forecasting insights.
Publishing Cadence
David: 2 posts weekly on fund-level POVs and practical insights. Strategists: 1 post weekly each, featuring how-to guides and tool walkthroughs.
Content Framework
David: "What good looks like" at fund level, board conversation lessons. Strategists: 3-step methods, common pitfalls, 90-day checklists.
Amplification
Quarterly webinars or podcasts, clipped into 30-60 second snippets for further post amplification.
Conversion
Soft CTA every third post, inviting to a 45-minute value session, tracked via unique meeting links for each profile.
Investment Options
Fractional CMO Engagement Models
Day rate: £700/day (+VAT), scaled by monthly commitment level. Choose the option that matches your current stage and appetite for velocity.
Option A: Light Lift
3 Days/Month
Strategic advisory, positioning guidance, editorial calendar management, and founder enablement. Best suited for holding pattern before full infrastructure build.
£2,100/month (+VAT)
£700/day
Option B: Build & Prove
5 Days/Month
Complete positioning sprint, website copy and rapid build oversight, two GTM plays launched and operationalised, enablement kit version 1 delivered.
£3,250/month (+VAT)
£650/day
Recommended starting point.
Option C: Accelerate
8–10 Days/Month
Everything in Option B plus: customer lifetime value framework implementation, systematic proof harvesting, webinar and podcast research & booking, paid media pilot oversight etc.
£4,800–6,000/month (+VAT)
£600/day
Best for maximum Q1/Q2 momentum and faster compounding of results.
Alternative Structure: Fixed‑scope website build (2–3 weeks) priced as standalone project, then transition to an option for a monthly retainer for ongoing execution and optimisation.
Next Steps
Let's Begin in Q1
01
Choose Your Engagement
Select Option A, B, or C based on your velocity goals and available budget. Confirm target kickoff week in Q1.
02
90‑Minute Working Session
Deep dive to confirm ICP outcomes, website information architecture, and prioritise first two GTM plays for implementation.
03
Access & Foundations
Complete access and assets checklist. Agree HubSpot field structures and dashboard requirements. Establish weekly rhythm and communication protocols.
Why Chris Lee Marketing
- Dual strength: Strategy and execution shipped, not just recommended
- Sector‑relevant: PE, analytics track record
- Known for: Clarity, speed, and building engines teams can run without full sales organisations
- Location: London‑based with periodic on‑site working sessions
Timeline Snapshot
Week 0: Kickoff, access provisioning, goal alignment
Weeks 1–3: Positioning, information architecture, wire copy, tracking plan
Weeks 3–6: Website build and launch, enablement kit v1
Weeks 6–12: Plays operationalised, thought leadership cadence, early proof harvesting
Weeks 12–20: CLV framework, proof assets, optional paid pilot