Hi, I’m Will Frei.

Three stories about growth, teams, and putting new ideas to work.

1. Turning product usage into sales opportunities18 percentage points higher conversion from product-qualified leads to pipeline.GitHub · Read story

   At GitHub, we had a large community of product users and an opportunity to help sales identify the right conversations. I brought together sales, data science, and marketing operations to build our first product-led sales funnel. We started with seller insight, tested predictive signals, and scaled the approach once it outperformed our existing conversion benchmarks.

   The lesson: start with what sellers know, then test what the data can tell you.

2. Rebuilding a growth model that fit the businessMarketing’s share of Duo’s pipeline grew from under 20% to 40% in 12 months.Cisco · Duo · Read story

   Duo needed a marketing approach that fit its business. I rebuilt the partnership with sales, redirected spending toward programs that converted, and connected brand investment with demand generation. We used performance data and seller feedback to keep improving both pipeline quality and volume. Sales acceptance of leads increased from below 40% to above 90%.

   The lesson: fit the operating model to the business, and keep listening to sales.

3. Taking campaign planning from weeks to hoursTarget account lists that took weeks to produce could be created in two hours.Cisco · AI workflows · Read story

   Producing target account lists took weeks of manual work and stakeholder back-and-forth. I worked with our AI projects lead, marketing, and sales to create a shared workflow, bringing in engineering and data science for data handling and validation. I set requirements for repeated accuracy testing and a system the team could reuse.

   The lesson: a useful AI workflow needs clear rules, repeated testing, and people who trust it.