{"id":51415,"date":"2026-01-13T07:00:41","date_gmt":"2026-01-13T12:00:41","guid":{"rendered":"https:\/\/www.demandgenreport.com\/?p=51415"},"modified":"2026-01-11T09:44:05","modified_gmt":"2026-01-11T14:44:05","slug":"2x-acquisition-expands-marketing-as-a-service-to-gtm-orchestration","status":"publish","type":"post","link":"https:\/\/www.demandgenreport.com\/industry-news\/news-brief\/2x-acquisition-expands-marketing-as-a-service-to-gtm-orchestration\/51415\/","title":{"rendered":"2X Acquisition Expands Marketing-as-a-Service to GTM Orchestration"},"content":{"rendered":"

2X<\/a> recently acquired The Kiln<\/a>, a top-performing\u00a0Clay<\/a>\u00a0partner with deep expertise in go-to-market (GTM) engineering services.<\/p>\n

This acquisition expands 2X’s capabilities from marketing execution to complete GTM orchestration, making it one of the first Marketing-as-a-Service operators with scale to deliver integrated strategy and execution across the entire marketing and revenue technology stack.<\/p>\n

Backed by private-equity firms Recognize Partners and Insight Partners, 2X now brings about the complete GTM system for enterprise clients\u2014 from identifying in-market accounts and enriching contacts to automating personalized outreach and executing at scale.<\/p>\n

2X\u2019s Colasante Comments<\/strong><\/h3>\n

Domenic Colasante, CEO and Co-Founder of 2X, offered that traditional marketing providers deliver demand generation and content.<\/p>\n

\u201cWe now orchestrate the complete GTM system\u2014 across marketing functions, the full GTM tech stack, and into sales and revenue operations,” said Colasante in a statement. “The Kiln brings exceptional talent and proven Clay expertise that, combined with our global delivery infrastructure, delivers predictable revenue growth for enterprises.”<\/p>\n

Klin\u2019s Attractiveness<\/strong><\/h3>\n

The acquisition combines The Kiln’s proven GTM Engineering expertise with 2X’s enterprise-grade delivery infrastructure of nearly 1,300 team members across the U.S., Malaysia and the Philippines.<\/p>\n

Together, they address a critical gap in the market: while Clay’s ecosystem of over 100 boutique agencies has proven GTM Engineering’s value with thousands of SMB customers, enterprise clients require delivery infrastructure, proven frameworks, and organizational stability alongside innovation.<\/p>\n

“We’ve built our business helping clients unlock revenue through GTM Engineering but scaling that expertise to serve enterprise clients requires infrastructure we couldn’t build alone,” said Patrick Spychalski, Co-Founder of The Kiln. “2X gives us the resources, enterprise relationships, and delivery capability to take our work to companies that need it most\u2014without losing what makes us effective.”<\/p>\n

Value to 2X Clients<\/strong><\/h3>\n

Combined with recent acquisitions in Revenue Operations and Technology (Intelligent Demand and Outbound Funnel), 2X now holds deep expertise across leading revenue platforms including 6sense, Salesforce, Adobe, HubSpot, Clay, Gong, Bombora, WordPress, Google, Meta and others.<\/p>\n

2X clients have access to a single partner for both strategy and execution, and for services and technology, eliminating the need for multiple vendors while accelerating time to value. The integration strengthens 2X’s value, helping GTM leaders achieve greater impact while lowering costs through its comprehensive managed services delivery model, said Colasante.<\/p>\n","protected":false},"excerpt":{"rendered":"

2X recently acquired The Kiln, a top-performing\u00a0Clay\u00a0partner with deep expertise in go-to-market (GTM) engineering services. This acquisition expands 2X’s capabilities from marketing execution to complete GTM orchestration, making it one of the first Marketing-as-a-Service operators with scale to deliver integrated strategy and execution across the entire marketing and revenue technology stack. Backed by private-equity firms […]<\/p>\n","protected":false},"author":90,"featured_media":51422,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[19360],"tags":[19303,19386,19746,20270],"topic":[19134,19139,19142],"class_list":["post-51415","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-brief","tag-2x","tag-clay","tag-marketing-as-a-service","tag-the-kiln","topic-go-to-market-strategy","topic-marketing-operations","topic-revenue-sales-operations"],"acf":[],"yoast_head":"\n2X Acquisition Expands Marketing-as-a-Service to GTM Orchestration - Demand Gen Report<\/title>\n<meta name=\"description\" content=\"This acquisition expands 2X's capabilities to complete GTM orchestration, making it one of the first Marketing-as-a-Service operators.\" \/>\n<meta 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