2X Acquires The Kiln, Forging a New GTM Orchestration Powerhouse

NEW YORK and MALVERN, Pa. – Jan. 06, 2026 – In a strategic move signaling a major evolution in the Marketing-as-a-Service (MaaS) sector, global go-to-market (GTM) services leader 2X today announced its acquisition of The Kiln, a top-performing Clay partner renowned for its expertise in GTM Engineering Services. The deal expands 2X's offerings from siloed marketing execution to a fully integrated GTM orchestration model, positioning the company to become one of the first MaaS operators capable of delivering comprehensive revenue engineering at an enterprise scale.

This acquisition unites The Kiln’s specialized, AI-driven workflow design with 2X’s formidable global delivery infrastructure of nearly 1,300 team members. The combination aims to address a critical gap in the market, where enterprises demand both cutting-edge innovation and the organizational stability required to execute complex revenue strategies across their entire technology stack.

Riding the Wave of Integrated Revenue Operations

The acquisition arrives as businesses increasingly abandon fragmented sales and marketing efforts in favor of unified Revenue Operations (RevOps). The RevOps platform market, valued at over $3.6 billion in 2023, is projected to surge to nearly $17 billion by 2033, driven by an urgent need for data-driven collaboration and predictable growth. According to Gartner, 75% of the highest-growth companies will have adopted a RevOps model by 2025.

Companies that successfully align their people, processes, and technology report stunning results, including 36% higher revenue growth and up to 28% more profitability. However, many organizations struggle to bridge the gap between strategy and execution, hampered by departmental silos and a lack of data governance. For large enterprises navigating long sales cycles and complex procurement processes, the need for a single, reliable partner to orchestrate the entire GTM system has never been greater. Artificial intelligence is central to this shift, with 97% of RevOps teams reporting measurable ROI from AI in areas like forecasting and analytics.

"Traditional marketing providers deliver demand generation and content. We now orchestrate the complete GTM system — across marketing functions, the full GTM tech stack, and into sales and revenue operations," said Domenic Colasante, CEO and Co-Founder of 2X. "The Kiln brings exceptional talent and proven Clay expertise that, combined with our global delivery infrastructure, delivers predictable revenue growth for enterprises."

Merging Enterprise Scale with Niche Expertise

The synergy between 2X and The Kiln lies in their complementary strengths. 2X, backed by private-equity firms Recognize Partners and Insight Partners, provides an enterprise-grade managed services model that has already been recognized for its rapid growth. Its global teams in the U.S., Malaysia, and the Philippines offer scalable execution across leading platforms like 6sense, Salesforce, Adobe, and HubSpot.

The Kiln, while smaller, brings a potent dose of specialized GTM engineering prowess. As a leading partner in the Clay ecosystem, it has built a reputation for designing sophisticated, AI-powered systems that transform data into high-intent pipeline. With a team that includes former Clay employees, The Kiln has delivered remarkable results for clients, helping T-ROC generate over $40 million in pipeline and enabling Azuga to save over 640 hours of manual work per week. Their ability to construct advanced, hyper-personalized outreach and lead-scoring workflows has made them a sought-after partner for high-growth B2B companies.

"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—without losing what makes us effective."

The endorsement from Clay's leadership further solidifies the value of the acquisition. "Patrick and Mathias are stars and they've built something special with The Kiln," said Varun Anand, Co-Founder of Clay. "I'm thrilled they've found a partner like 2X with whom they can accelerate the adoption of GTM engineering with enterprises around the world."

The Private Equity Vision for a GTM Behemoth

Behind 2X's aggressive acquisition strategy, which also includes the recent purchases of Intelligent Demand and Outbound Funnel, is a clear and powerful private equity vision. Investors like Recognize Partners and Insight Partners are increasingly viewing the GTM services sector as a prime area for value creation. The B2B marketing outsourcing market is estimated to exceed $100 billion and is growing at over 20% annually, yet it remains ripe for disruption.

These firms are moving beyond traditional cost-cutting and financial engineering, instead focusing on organic revenue growth as the primary driver of portfolio company value. A sophisticated GTM function is no longer seen as a cost center but as a strategic engine for growth. This has led to the rise of GTM Operating Partners within PE firms and a focus on investing in AI-native infrastructure that can deliver a permanent competitive advantage and boost returns.

Recognize Partners' initial investment in 2X in 2023 was based on the belief that its MaaS model could solve the B2B industry's technology skills shortage and deliver superior impact at a lower cost. Insight Partners' subsequent investment in 2025 further validated this approach, signaling strong confidence in 2X's potential to transform the GTM landscape. This latest acquisition of The Kiln is a direct execution of that strategy: bolting on specialized, high-value capabilities to a scalable global platform to create a dominant market player.

For clients, the integrated offering promises a single point of contact for strategy, technology, and execution, eliminating vendor sprawl and accelerating time to value. By combining 2X's scale with The Kiln's innovation, the newly expanded company aims to provide a comprehensive managed service that not only helps GTM leaders achieve greater impact but also lowers their overall operational costs. The success of this integration will be a key test of this new, holistic model for marketing-as-a-service and could set a new benchmark for the entire industry.