Results · Case study
Paychex (two acquisition brands)
A Fortune 500 handed a 28-year-old two stalled acquisition brands inside a $1.25B portfolio. Twelve months later, every lead generation record in the company’s 45-year history had fallen.
Paychex had spent 45 years becoming one of the most dominant companies in American business services, roughly 605,000 payroll clients across 100 locations. But inside the giant sat two acquired software brands that had never found their footing: an applicant tracking system and an expense management platform, competing against Oracle, SAP, and iCIMS with aging positioning and fragmented lead generation. One line of business had not beaten its quarterly sales goal since 2012. The other had never had a record month since being acquired in 2011.
Integrate both brands into a $1.25 billion portfolio, fix lead generation, and make the sales numbers move. Nick owned strategy, budget, lead generation, brand, content, sales enablement, and vendor management for both acquisition brands simultaneously.
He didn’t start with ads. Both brands were rebuilt from the studs: full brand evolutions, competitive positioning against the entire market, and buyer personas mapped to a real 3-to-6-month group buying cycle. A data-science segmentation surfaced $25M in ignored leads and put them back to work through nurture sequences and Salesforce overhauls. The demand machine was engineered end to end, search, social, landing pages, review-site channels wired direct to sales, and the sales team armed with comparison charts, testimonial one-pagers, and a standing every-four-weeks cadence with sales leadership.
Brand A: qualified leads up 215%, the single highest-performing month in the company’s 45-year history, new revenue up 39.6% (about 4x goal), and the first quarter of sales over-performance since 2012. Brand B: turned around in under 90 days, leads at 141% of the previous all-time best, revenue up 28.3% (about 3x goal), and its highest revenue month since the 2011 acquisition. Every lead generation record in company history fell in a single year.
He broke every company record we had in 45 years, in just one year.
Figures are drawn from client dashboards, CRM exports, and recorded working sessions, shared with client permission; team, market, and product context contributed to every outcome. Periods are stated with each figure. See the disclaimer for how results should be read.