Deal stories

Deal stories

Short accounts of enterprise deals from my own book. I name a client only where I'm free to.

A pilot nobody had a budget line for

Zeta Global · 2025 · a national consumer retail brand

I was selling the first email customer-acquisition product that used AI to decide who to target. Every client I pitched said some version of the same thing: nobody had done this before, so nobody had a budget line for it.

A national consumer retail brand agreed to try it, and its VP of Growth and Media signed a $200K pilot.

The pilot performed, and the brand expanded it into a contract worth more than $1M on that performance.

The budget line didn't exist when I started. It did by the time the contract closed.

A shrinking Amazon account, grown to $12.5M

Oracle Advertising · Amazon · $10M to $12.5M

Amazon was one of Oracle Advertising's biggest accounts, and it was declining 30% year over year. I grew it from $10M to $12.5M. I sold into it the same way each time: third-party audiences and contextual targeting, built into full-funnel campaigns.

The campaigns were Thursday Night Football promotion, Prime Day promotion and Amazon Pharmacy advertising. Each had its own audience and its own goal. All three ran on the same targeting.