How AXI built a scalable growth engine while executing 10 acquisitions in parallel
A planned inbound setup evolved into a full commercial system during rapid expansion.
My role
Interim CMO and growth architect, responsible for CRM integration, go-to-market design, and building both inbound and outbound engines across the organization.
Result
Inbound and outbound engines operational, CRM unified, and 10 acquisitions integrated into a single go-to-market approach.
Company
AXI Group
Industry
Technology
Category
Alignment
Situation
AXI initially planned limited growth, with one or two acquisitions and an interest in building an inbound engine. The reality quickly shifted as multiple acquisitions were initiated, while the organization operated on a hybrid CRM setup (Salesforce with HubSpot planned) and fragmented commercial execution across business units.
Shift
- Connected Salesforce and HubSpot into one operational system
- Conducted whitespace analysis to identify growth opportunities
- Defined target accounts and enriched them with full contact data
- Built and launched both inbound and outbound engines
- Aligned marketing and sales across existing and newly acquired entities
Result
- 10 acquisitions integrated into a unified commercial approach
- Fully operational CRM ecosystem (Salesforce + HubSpot)
- Inbound engine generating leads
- Outbound engine activated with ready-to-use target accounts
- Sales equipped with actionable contact data and clear priorities
Defining moment
What started as a scoped project for limited growth quickly expanded when AXI announced 10 acquisitions within months. Instead of resetting the approach, the system was built in parallel with the company’s expansion, turning a static plan into a flexible growth engine.
