£12m to £40m: how FutureGroup became Evotix’s outsourced growth team

Evotix was already investing across paid search, social, SEO, automation and brand, but the work was spread across several agencies with different priorities, reporting structures and ways of working.

That fragmentation created a growing coordination burden internally. The marketing team had to manage multiple partners, reconcile different views of performance and make investment decisions without a single picture of how activity was contributing to pipeline and revenue. As the business grew, that operating model became harder to sustain.

Evotix needed a more joined-up marketing function: one team connecting strategy, creative, demand generation, automation and reporting around the same commercial priorities.

It also needed better visibility into performance. Leadership had to be able to see where demand was coming from, how leads were progressing and where additional investment was most likely to produce a return.

Over three years, FutureGroup became an extension of Evotix’s internal marketing team.

The work started with the strategic foundations, including a refreshed brand and a longer-term marketing plan focused on the markets and areas where Evotix wanted to grow. From there, strategy, creative, paid search, social, SEO and HubSpot revenue operations were brought into one coordinated team.

That created a much closer relationship between planning, execution and commercial reporting. Campaign priorities could inform creative, paid activity could be measured against the same business goals, and HubSpot connected more of the marketing journey through to lead management and pipeline.

The model developed in stages. Early work focused on the areas with the greatest immediate impact, including campaign activity and creative. Automation, attribution, reporting and optimisation were then built underneath that activity as the wider system matured.

Over time, FutureGroup became the central point connecting the different parts of Evotix’s marketing operation, reducing handoffs and giving the business a more consistent route from strategy through to demand generation and sales follow-up.

During the three years we worked together, Evotix grew annual revenue from £12m to £40m.

Marketing evolved into a much more connected operation, with brand, demand generation, digital activity, automation and reporting working from the same commercial plan. The internal team had fewer agencies to coordinate, fewer handoffs between disciplines and a much clearer view of how marketing activity was contributing to pipeline.

Campaign, lead and revenue data were also brought closer together, giving leadership stronger visibility across the funnel and a better basis for deciding where to invest next. The operating model could support more activity without introducing another layer of agencies, reporting systems or management overhead each time the business expanded.

What began as external support became a three-year partnership, with FutureGroup working as part of the Evotix marketing team through a period of significant growth.