Work · SprintRay
SprintRay: $1M annual revenue opportunity surfaced across the marketing operations stack.
A 12-month operating-partner engagement with SprintRay's growth function turned scattered campaign work into a measured revenue program. 94 events landed, $81,760/mo in abandoned cart pipeline surfaced, $20K paid-media test cycle on Digital Dentistry shipped, and five major proposals delivered to the operating team.
The before state
SprintRay is a digital-dentistry hardware and software company growing fast across multiple product lines. The marketing function was already producing real volume in 2025: events, paid media, lifecycle email, partner activations. What it did not have was a measurement layer that connected the work to the revenue it was producing.
The board-level question every quarter was the same one: where is the marketing spend converting? The team had three platforms (HubSpot, Salesforce, Google Ads), at least four contractors each running a slice, and the operator running it all was carrying too much in her head.
IG was brought in as the operating-partner layer underneath the existing marketing org. The goal was visibility into what the program was doing, what it was producing, and where the biggest dollar-leakage was hiding.
What we shipped across the engagement
Five proposals landed across the operating workstreams. The Midas World Tour proposal scoped a global events footprint with measurement built in. The Marketing Operations Continuity proposal stitched HubSpot and Salesforce so attribution survived the funnel. The Apex Flex Close-the-Gap proposal surfaced a $81,760/month abandoned-cart pipeline that had been invisible to the operating team. The Veneer Haus proposal extended the brand and channel system to a sister category. The CRM Updates proposal closed the remaining data lineage gaps so the CFO and the CMO were finally looking at the same numbers.
Beneath those proposals: 94 events landed in the 12-month window, paid media flowed through a $20K test cycle on Digital Dentistry that surfaced the right ICP for the next investment round, and the abandoned-cart workflow alone produced visibility into roughly $1M annual revenue opportunity that had been leaking before.
The engagement ran inside the SprintRay growth function rather than alongside it. The IG operator was the senior marketing partner on every call, with the full IG partner group behind her when the work flexed across product lines.
What changed
The marketing program moved from "we are doing a lot" to "we are doing a lot AND we know what each piece is producing." The CFO sees the same numbers as the CMO. The board question that used to take a week of prep now takes a 20-minute review of the operating dashboard.
The $81,760/month abandoned-cart pipeline that the engagement surfaced is the kind of revenue-leakage every fast-growing growth function has and rarely measures. Surfacing it was the work. Closing it is the next year.
The engagement is ongoing. The five proposals continue as workstreams. The operating partnership has compounded into something neither party would have predicted at kickoff.
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