How Payoneer Accelerates Growth by Doubling Down on the Right GTM Channel

Tech | Public | Fintech | B2B

The Client

Payoneer Global Inc. (NASDAQ: PAYO) is a U.S.-based digital financial services company that provides online cross-border payments, digital wallets, and working capital to millions of customers worldwide. It operates with a global workforce of over 2,000 employees across 25 offices. 

The Challenge

In 2025, Payoneer was experiencing strong growth, powered by an expansive GTM setup spanning multiple channels and regions. To keep that momentum going, Chief Growth Officer Adam Cohen set out to identify the most promising channel for driving top-of-funnel leads. The challenge was choosing where to focus - and how to build a clear, scalable plan around it.

The Solution

Solving the challenge required a combination of deep research, strategic thinking, and hands-on work designing the chosen channel. To tackle it effectively, the project was divided into three key stages:

  1. Benchmarking: B12 began by mapping what leading competitors were doing across top-of-funnel channels - identifying which channels seem to perform better than others. The insights gave Adam a clear view of how Payoneer compared and which groups of channels were worth a closer look.

  2. Prioritization: Narrowing the focus, B12 compared Payoneer’s current GTM stack to that of its most relevant competitors. By evaluating performance, gaps, and ROI potential, B12 helped Adam identify the one channel with the greatest opportunity - and gave him the confidence to double down on it.

  3. Hands-on channel design: With a clear focus in place, B12 helped Payoneer reboot the selected channel, working closely with regional and global Sales, Marketing, and RevOps leaders. This included integrating a TAM mapping process, building a novel 'cold' lead scoring and tiering algorithm, creating thorough operational manuals for execution teams, and establishing a feedback loop mechanism for continuous performance optimization — transforming the channel into a true center of excellence 

The Results

The insights and recommendations from the first two stages were fully embraced by Adam, leading directly into the hands-on channel design phase. 

While quantifiable results are not yet available due to the project’s recent completion, implementation momentum has been exceptional. Executive leadership approved all recommendations immediately, prompting rapid organizational changes: new hires are already in place, the RevOps team has begun TAM mapping across the pilot region, and the fully rebooted channel was launched within two weeks of delivery.

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