Emburse and 2X rebuild a smarter GTM engine for scalable growth and lower costs

How Emburse reimagined marketing with 2X

Introduction

With a bold mandate to accelerate growth while reducing costs, Emburse set out to reimagine its marketing operating model. To bring that vision to life, Emburse partnered with 2X to co-develop a more agile, scalable, and performance-driven approach. 

This case study explores how a high-performing but overstretched organization transformed fragmented execution into a unified, scalable marketing engine, unlocking efficiency and performance without missing a beat. 

The challenges 

1. A high-stakes go-to-market (GTM) mandate

Founded in 2014, Emburse grew rapidly through a common private equity playbook: a roll-up of complementary companies under a unified brand. As is typical in such combinations, the next phase focused on rationalizing resources, streamlining operations, and consolidating the go-to-market (GTM) model to drive profitable growth at scale. In 2024, Emburse was tasked with achieving 56% growth and a 22% cost reduction, bold goals that required a fundamental operating model shift. 

2. A misaligned operating model 

The existing marketing operating model was no longer sustainable or aligned with the business’s evolving needs. Emburse’s existing GTM structure lacked the scalability, agility and operational efficiency required to meet ambitious performance targets. Emburse leadership needed an integrated, strategic partner who could move fast, integrate deeply, and deliver on its targets for profitable growth.

3. Inefficiencies in MarTech and lead management 

Emburse’s marketing stack was fragmented and underused post-roll-up, with outdated lead flows and no clear Demandbase strategy. A simultaneous Marketo-SFDC consolidation under tight deadlines added urgency to an already complex, inefficient GTM environment. 

To meet these high-stakes challenges, Emburse turned to 2X not just for support, but for strategic reinvention.

The strategies

1. Marketing as a service (MaaS): Scale capacity on demand 

2X embedded a 52-FTE equivalent marketing team in just 60 days, increasing Emburse’s capacity by 20% while operating at less than 50% of the original cost. This flexible team included strategists, campaign managers, creatives, operations specialists, and analysts, all aligned on revenue impact. Freed from traditional hiring constraints, Emburse redirected $2–3M in labor costs toward high-value initiatives without compromising speed or quality. 

2. Operating model transformation 

2X and Emburse rearchitected the marketing operating model around accountability, agility, and outcomes. The team rebuilt workflows, redefined roles through RACI alignment, and eliminated silos across marketing functions. Rather than retrofitting solutions, 2X led with strategic design, then adapted the structure to meet Emburse’s evolving pace. 

3. Tech consolidation and optimization 

Technology transformation was another cornerstone of the engagement. 2X accelerated a stalled Marketo-SFDC-Demandbase integration, preserving pipeline continuity while resolving bottlenecks. Once stable, the team rebuilt lead scoring and routing logic and transformed Demandbase into a solution-led ABX platform. Full MarTech alignment was achieved across Salesforce, Marketo, Drift, Highspot, and Demandbase. 

4. Seamless transition and embedded support 

Throughout the transition, 2X ensured continuity. With fast onboarding and access to content audits, templates, and internal documentation, the team preserved institutional knowledge and kept campaigns running smoothly. Resources were dynamically allocated based on shifting business priorities, with 2X scaling and realigning teams as needed. Within just a few months, Emburse stakeholders were describing 2X as true team members. 

5. Human outcomes and strategic trust 

At the 120-day mark, CSAT surpassed 95%, with glowing internal feedback. Within the first year of the new operating model, Emburse’s Vice President of Marketing Operations was selected for the organization’s President’s Club, and its Vice President of Demand Generation was promoted to Senior Vice President of Marketing. The architect of the transformation, Johann Wrede, later brought 2X into his next company, UserTesting. 

The results 

Together, Emburse and 2X delivered quantifiable impact across cost, revenue, process, and culture. Emburse’s journey demonstrates that when strategy, speed, and execution come together, growth becomes inevitable.

Financial impact 

• $2–3M in labor costs reallocated toward growth initiatives, where over $100K per month was delivered in net savings, without sacrificing campaign volume or velocity
• $30.99M in influenced pipeline, including all opportunities influenced via ABM, Demandbase, and campaign support
• $12.5M annual revenue generated with approximately $1.04M per month and 11.7x ROI attributable to 2X-supported programs, a significant contribution toward Emburse’s 56% year-over-year growth target 
• 1,169% ROI, a substantial return on marketing dollars invested with 2X
• $15.96 return per $1 spent, a Return On Advertising Spend (ROAS) that’s four times higher than the industry benchmark 
• ~$490K in opportunities generated per month, highlighting sustained momentum from the program overhaul 

Operational and strategic impact 

• Improved sales velocity from redesigned scoring, routing, and nurturing flows 
• Full MarTech alignment, optimizing and unifying Demandbase, SFDC, Marketo, Drift, and Highspot 
• Stakeholder satisfaction >95%, with strong internal feedback and post-transition endorsement from key executives 

Key takeaways 

Marketing operating model transformation drives results 
2X redesigned Emburse’s marketing engine, proving efficiency and revenue growth can go hand in hand. 

Scale faster with lower risk 
The MaaS model delivered faster impact, reduced risk, and gave Emburse access to elite marketing capabilities on demand. 

ABX + Lead management = Revenue multiplier 
Strategic improvements to ABX and lead management dramatically improved conversion and pipeline quality. 

People make the difference 
2X didn’t just provide services; it built trust, elevated stakeholder performance, and became a part of the team. This trust translated into long-term success, with high CSAT, stakeholder promotions, and further partnerships, underscoring 2X’s lasting impact.