2X, a global leader in subscription‑based go‑to‑market (GTM) services, has announced the acquisition of The Kiln, a top‑performing Clay partner known for its expertise in GTM engineering services. This strategic move expands 2X’s offerings from traditional marketing execution into full go‑to‑market orchestration, making it one of the first Marketing‑as‑a‑Service (MaaS) firms scaled to deliver integrated strategy and execution across the entire marketing and revenue technology stack.
The acquisition combines The Kiln’s GTM engineering expertise with 2X’s enterprise‑grade delivery infrastructure of nearly 1,300 team members across the U.S., Malaysia, and the Philippines. It directly addresses a growing market need: while boutique partners like those in the Clay ecosystem have proven GTM engineering’s value for small and midsize businesses, enterprise clients require robust delivery frameworks, operational stability, and larger resource pools that 2X can provide. With the support of private‑equity backers Recognize Partners and Insight Partners, 2X now orchestrates the full GTM system — from account identification and data enrichment to automated personalized outreach and scaled execution.
Implications for the Revenue Industry
1. A Unified Model for Revenue Strategy and Execution
Traditionally, revenue teams have navigated disconnected vendor ecosystems — separate tools and providers for demand generation, CRM, revenue operations, sales enablement, analytics, and more. The Kiln acquisition strengthens 2X’s ability to orchestrate strategy and execution across these functions under a single managed services roof, reducing complexity and accelerating time to revenue impact. This is particularly important as enterprises adopt AI‑powered workflows, intent data, and automated outreach to drive pipeline creation and predictability.
By combining GTM engineering with enterprise delivery, revenue leaders can streamline execution across platforms such as Salesforce, HubSpot, 6sense, Adobe, Gong, and others — all critical components in modern revenue stacks. This unified approach helps reduce overhead costs, eliminates vendor fragmentation, and increases strategic alignment between marketing and sales operations.
2. Enhanced Revenue Engineering Enables Data‑Driven Growth
Revenue engineering — the practice of using data, automation, and technology integrations to optimize revenue workflows — is increasingly essential in competitive markets. The Kiln brings deep experience in AI‑driven inbound, outbound, marketing, and RevOps systems that transform raw data and signals into high‑intent pipeline and performance. When paired with 2X’s broader operational scale and platform expertise, enterprises gain access to both strategic vision and execution velocity, enabling more reliable growth outcomes in uncertain economic conditions.
Broader Business Impacts
Streamlined GTM Technology Adoption
The expanded capabilities allow businesses to adopt and integrate complex GTM technologies faster and more efficiently. With support across major platforms, companies can achieve automation, predictive analytics, and AI‑powered outreach without assembling large internal teams or juggling multiple consultants. This is especially advantageous for organizations expanding into new markets or scaling revenue operations globally.
Accelerated ROI and Predictable Growth
By bringing strategy and execution together, 2X helps clients reduce time to value-a critical advantage when revenue targets are aggressive and budgets are constrained. Integrated services mean less friction between planning and execution, more reliable campaign performance, and the ability to measure and optimize through every stage of the revenue funnel.
Lowering Costs Through Managed Services
The MaaS model provides enterprises with access to enterprise‑grade GTM capabilities at a predictable subscription cost. This reduces the need for large in‑house teams or expensive agency retainer arrangements, enabling businesses to allocate resources more strategically and scale operations without proportionally increasing headcount.
Supporting AI‑Enabled Revenue Transformation
The acquisition reflects broader industry trends where AI and automation are central to revenue operations — from intent data analysis and lead prioritization to personalized outreach and revenue forecasting. The Kiln’s expertise in AI‑driven systems positions 2X to help clients harness emerging technologies more effectively across the revenue lifecycle.
Conclusion
The acquisition of The Kiln is a major milestone for 2X in terms of revenue growth capabilities. The acquisition goes beyond the execution of marketing strategies. By converging the field of GTM engineering with enterprise delivery capabilities, 2X helps revenue executives integrate strategy, technology, and execution. This will result in predictable growth with simplified complexity. The complexity of the revenue team’s technology environment and buyer experience will require the help of partners like 2X when it comes to achieving growth acceleration and optimizing spend.
