Here's how I'd build
your demand engine.
A strategic preview from Peter Tarrant, candidate for Growth & Demand Generation Manager.
LightSource is the AI-native procurement OS in a 10x ARR moment, with enterprise logos like Bombardier and Yum! Brands and a Hackett Group 50 to Watch slot. Procurement is the last major enterprise function still missing a purpose-built OS. The pipeline motion to match that story needs to be built now.
What I built at Pendo.
Results from the ABM program I built from scratch at Pendo.
My first 90 days at LightSource.
Diagnose
- ICP tiering across enterprise accounts
- HubSpot audit, attribution gaps surfaced
- Sales interviews with AEs and SDR leadership
- Intent signal baseline established with intent platforms
Activate
- First 1:1 ABM plays with AEs on manufacturing & industrial accounts
- Paid LinkedIn campaigns live against tiered ICP
- Attribution stack instrumented end-to-end
- Weekly pipeline standup with sales
Scale
- First pipeline report, sourced and influenced
- Playbook v1 drafted and shipped to sales
- Hiring brief for the next marketing hire
- Campaign theme locked for next quarter
Three ideas I'd bring to LightSource.
Interactive demo with a meeting incentive
Replace static product demos with an interactive experience. After 30 seconds of engagement, surface a personalized offer: book a meeting with your AE and receive a curated gift as a thank-you. Converts passive viewers into pipeline.
Third-party analyst & media presence
Get LightSource featured on Supply Chain Brain, Spend Matters, and Hackett Group properties. Procurement leaders trust peer publications over vendor content. Earned placement means lower CAC and higher-quality inbound.
Executive thought leadership program
Turn CEO Spencer Penn and the leadership team into active voices in the procurement community. Podcast appearances, LinkedIn content strategy, Source Code amplification. Awareness drives inbound; executive presence drives trust.