In an increasingly complex digital landscape, enterprise organizations have long grappled with a fragmented go-to-market (GTM) technology stack, often juggling multiple vendors and boutique agencies to manage disparate parts of their revenue engine. This operational complexity frequently leads to inefficiencies, data silos, and a disjointed customer experience, creating a significant barrier to achieving predictable, scalable growth. Addressing this pervasive industry challenge, marketing execution firm 2X has announced its strategic acquisition of The Kiln, a specialist in GTM engineering. This pivotal move is set to forge a new category of service provider by integrating deep technical expertise with a global delivery framework, creating a comprehensive, full-scale marketing and revenue orchestration service designed to meet the sophisticated demands of modern enterprise clients under a single, unified partnership. The merger signals a major shift in the market, moving away from piecemeal solutions toward a holistic “Marketing-as-a-Service” model that promises end-to-end management of the entire revenue funnel.
A Strategic Fusion of Expertise and Scale
The acquisition represents a powerful combination of complementary strengths, meticulously designed to create a market-leading entity. At its core, the transaction integrates The Kiln’s highly specialized GTM Engineering capabilities—centered on sophisticated, data-driven revenue workflows and profound expertise with the innovative Clay platform—into 2X’s expansive global delivery infrastructure. This established network, comprising nearly 1,300 skilled professionals strategically located across the United States, Malaysia, and the Philippines, provides the operational backbone necessary for executing complex campaigns at an international scale. By embedding The Kiln’s engineering prowess within this robust framework, the newly combined organization pioneers a scaled “Marketing-as-a-Service” operation. This model offers clients an unparalleled blend of integrated strategy and flawless execution that spans the entire marketing and revenue technology ecosystem, ensuring that intricate GTM plans are not only conceived but also implemented with precision and efficiency.
This strategic transaction directly addresses a critical and growing trend within the enterprise market, where large corporations are increasingly seeking a single, reliable partner capable of managing the full spectrum of their complex GTM strategies. While specialized boutique agencies have successfully validated the GTM engineering model, proving its efficacy on a smaller scale, they often encounter significant challenges when attempting to meet the demands of large-scale enterprises. These smaller firms typically lack the durable infrastructure, standardized operational frameworks, and institutional continuity that major corporations require for long-term, stable partnerships. The merger of 2X and The Kiln is strategically positioned to bridge this crucial gap. The resulting entity combines the agility and specialized talent of a boutique firm with the process-driven, scalable, and resilient delivery model of a global operator, offering a unique and compelling solution for enterprises aiming to streamline their revenue operations and eliminate vendor fragmentation.
Redefining Go-to-Market Orchestration
Leaders from both organizations have articulated a clear vision for the combined entity, emphasizing a fundamental shift from traditional service delivery to comprehensive system orchestration. According to 2X CEO Domenic Colasante, the company will now manage the complete GTM system, extending its services far beyond conventional demand generation to encompass functions across marketing, sales, and revenue operations. This holistic approach is designed to create a seamless, technology-driven revenue engine. For The Kiln, co-founder Patrick Spychalski noted that the deal provides the essential scale required to consistently and effectively serve the world’s largest organizations, a feat that was previously challenging as a specialized agency. The acquisition also garnered strong endorsement from the leadership at Clay, who remarked that the combination of The Kiln’s specialized talent with 2X’s scaled delivery model will significantly accelerate the enterprise adoption of GTM Engineering, solidifying its place as a critical component of modern revenue strategy.
With the backing of prominent private equity firms Recognize Partners and Insight Partners, the enhanced 2X organization established a new benchmark for what clients could expect from a GTM partner. The newly integrated capabilities meant the company now managed the entire revenue funnel, from the initial stages of identifying high-value accounts and enriching critical data to automating highly personalized outreach campaigns at scale. This expanded expertise covered a broad and diverse range of industry-leading platforms, including 6sense, Salesforce, Adobe, HubSpot, Clay, Gong, and Meta, enabling the firm to design and execute truly technology-agnostic solutions tailored to each client’s unique stack. Ultimately, clients benefited immensely by gaining a single, accountable partner for both high-level strategy and detailed execution. This consolidation dramatically reduced vendor complexity and shortened the path to achieving predictable, technology-driven revenue growth, marking a significant evolution in the marketing services landscape.
