Unity · Digital Transformation
Rebuilding Marketplace Revenue with a Data-Led GTM Engine
Sr. Manager, Marketplace Digital and Sales · Unity Technologies · 2021–2023
How Unity turned stagnant digital revenue into $7M+ incremental ARR by continuously connecting customer signals, regional learning, and sales execution.
← Back to case studiesStrategic challenge
Stalled Growth in a Changed Market
Unity's marketplace still mattered, but momentum had faded. Buyers were researching, evaluating, and signaling intent across digital touchpoints long before engaging sales, yet those signals sat disconnected across the business. The opportunity was to turn digital from a storefront into a revenue signal engine.
Market
Shifting buyer behavior
Buyers explored, tested, and bought across fragmented touchpoints before ever reaching sales.
Data
Disconnected growth signals
Upsell potential, licensing gaps, enterprise use cases, and field opportunities lived as separate signals.
Execution
An outdated operating model
Digital was still run as a campaign channel, not a revenue engine.
Objective
Design for Continuous Growth, Not Campaigns
The objective was not more campaigns or a better storefront, but a system that could continuously read customer behavior, identify growth opportunities, and route each signal into the right revenue motion.
Detect commercially meaningful signals across digital behavior, product usage, and regional markets
Segment opportunities by growth type, not just persona or account size
Match each segment with the right digital or human engagement motion
Connect data, marketing, digital sales, and field sales into one repeatable operating model
GTM thesis
“The transformation was not moving customers online.
It was connecting the signals they already created.”
Customers signal intent long before a sales conversation. The work was reading those signals and acting on them.
Key moves
Six Moves That Turned Signals Into Revenue
Each move turned a customer signal into a clearer segment, motion, or revenue action.
Signal Layer
Reframed Digital as a Signal Layer
Shifted digital from a passive storefront to an active signal layer. What customers explored, downloaded, revisited, and struggled with became inputs, each routed to the right next step: self-serve education, an upsell path, or field sales.
Segmentation
Segmented by Commercial Opportunity
Used data to surface three revenue segments traditional coverage missed: upsell potential across acquired businesses and consulting, licensing gaps that needed education rather than enforcement, and enterprise accounts whose unconventional use cases signaled future demand.
Engagement Design
Matched Each Segment to the Right Motion
Loyalty and lifecycle programs for existing customers, influencer and KOL education for users navigating new licensing rules, and ABM connecting digital intent to field sales for enterprise accounts. Each motion was built to change behavior, not just generate impressions.
Regional Learning
Scaled Regional Learning
Cross-pollinated what worked across markets: Japan's loyalty programs and milestone webinars, Korea's enterprise ABM, and China's licensing-education approach all became part of a global playbook.
Operating Model
Connected Execution Across Teams
Linked data insights, digital marketing, regional teams, digital sales, and field sales into one operating rhythm, so a signal detected in one function moved cleanly to action in the next.
Team Formation
Built the Team to Scale the Model
Promoted to build and lead the team that scaled the motion: regional digital leads owning local execution, a data insights lead surfacing growth signals, and digital sales reps owning lifecycle journeys and digital-to-human handoffs.
Outcomes
A Scalable Model Built to Last.
$7M+
Incremental ARR, Year 1
Growth on a previously stalled business, by connecting signals, segmented engagement, and sales execution.
3
Revenue paths unlocked
Upsell, licensing education, and emerging enterprise demand became actionable growth opportunities.
Global playbook
Scaled across three markets
Japan, Korea, and China learnings integrated into a repeatable digital GTM model.
Operating model
New Revenue Function Created
Regional digital leads, data insights, digital sales, and field sales unified into a single team.
Key takeaways
What This Taught Me About Digital GTM
Digital Is a Signal Layer
Customers reveal intent through what they explore, test, misunderstand, revisit, and buy.
Segment by Opportunity
The best GTM segments are defined by customer need, growth potential, and next best action.
Regional Learning Compounds
Global teams should turn local experiments into shared playbooks that improve every market.
Operating Model Matters
The gains last only when teams, data, and sales motions move as one.
Continue the conversation
Let's talk digital growth.
Happy to walk through how we turned digital signals into revenue, or to trade ideas on digital GTM, marketplace growth, and the operating model behind it.