The Client Challenge
Laurel.ai, a Series B SaaS company backed by Upfront Ventures and The House Fund, had reached a critical scaling inflection point. Their AI-powered timekeeping solutions were gaining traction with legal, financial, and consulting firms, but they needed to accelerate growth to justify their Series B investment and prepare for the next funding round.
The gap: No dedicated marketing leader. All marketing efforts were being handled ad-hoc across teams, limiting their ability to drive systematic demand generation and scale ARR growth.
The complexity: This wasn't just a "hire any marketer" situation. They needed someone who could:
Build from zero: Establish their first formal marketing function
Drive revenue: Work hand-in-hand with sales to impact ARR directly
Scale systematically: Create repeatable demand generation engines
Navigate B2B complexity: Understand long sales cycles in professional services
Be present: Work from LA or SF offices, reporting directly to the CEO
Our Strategic Approach: Right-Sizing for Growth Stage
Market Intelligence & Talent Mapping
We conducted comprehensive research across AI, professional services, and SaaS industries, building a talent ecosystem focused on marketers with proven demand generation track records at similar growth stages.
Organizational Design Consulting
Beyond just sourcing candidates, we helped Laurel determine the optimal seniority level for their current stage. Through honest conversations about "must-haves" vs. "nice-to-haves," we collaborated to define the perfect profile that would deliver immediate impact without over-hiring.
Iterative Calibration
As Laurel met candidates with different profiles and skillsets, we adjusted our search parameters in real-time, ensuring they learned from each interaction to refine their ideal candidate profile.
The Results That Drive Growth
Perfect-Fit Hire
Alexa Guerra brings exactly what a Series B company needs:
15 years of B2B marketing experience across demand generation, growth, and revenue marketing
Columbia University graduate with startup DNA
Growth-stage expertise: Knows how to build scalable marketing systems from the ground up
Revenue focus: Understands the direct connection between marketing activities and ARR growth
Strategic Foundation Set
Rather than just filling a role, we helped Laurel establish:
Clear role definition aligned with business objectives
Appropriate seniority level for their growth stage
Strong leadership hire who can build and scale the marketing function
Partnership Approach
Our consulting-style engagement meant Laurel got strategic guidance throughout the process, not just candidate delivery.
What Our Client Says
"Silver Project Group was a game-changer in finding Laurel's marketing leader. Jason and his team took the time to understand our specific requirements and culture, and translated that into exceptional candidates. SPG acted as true partners, helping us navigate the process from sourcing all the way through closing — and everything in between. They even worked with us as we iterated on what our ideal profile was as we continued to learn from meeting different profiles/skillsets. Thanks to their partnership, we found an amazing marketing leader who I am confident will be a force multiplier to the entire business.
TLDR: Highly recommend you work with Jason and SPG."
— Ryan Alshak, CEO & Co-Founder, Laurel
Why Series B Companies Choose Silver Project Group
Growth-Stage Expertise: We understand the unique hiring challenges of scaling companies—when to hire senior vs. junior, how to balance growth ambitions with current-stage realities.
Strategic Consulting: We don't just fill roles; we help you think through organizational design decisions that impact your company's trajectory.
Iterative Partnership: As your understanding of the role evolves through the process, we adapt with you—ensuring you end up with exactly what your business needs.
Revenue Focus: We understand that every hire at your stage needs to drive measurable business impact. We source accordingly.