Marketing Leaders
- CMOs & VPs
- Heads of Marketing
You report the numbers, but didn’t build the tools that produces them.
RevOps consulting for marketing leaders — the people accountable for pipeline contribution, and for defending that number in front of the CEO and the board.
Who this is for
Built for the marketing leader who has to double check every number.
Most marketing leaders inherit their portal. Lifecycle stages, scoring, forms, lists and workflows were added one campaign at a time by people who have since moved on, and each made sense the week it launched. Together they describe a funnel nobody designed. You find out how it actually works the first time a number you presented gets questioned.
Demand generation or marketing operations, both work here. Some of you lead a team of specialists with a dedicated ops lead; some of you are the ops lead as well as the strategist; a few have an agency running campaigns on top of a portal nobody owns. What matters to us is not the size of the team. It is whether the definitions underneath your reports were ever written down.
We are not a growth agency. We don’t write campaigns, buy media or manage your ads, and if what you need is more top-of-funnel volume, someone else will serve you better. We work on the layer underneath: the records, the definitions, the handoff and the reporting that tell you which of that volume mattered.
Most of what we rebuild lives in HubSpot, alongside the ad platforms, webinar and event tools, and enrichment services that feed it. If you are not on HubSpot and not considering it, say so early and we will tell you whether we can still be useful.
The usual situation
One contact. Four versions of where they came from.
Ask where a customer came from, and the answer depends on which system you open first.
- HubSpot Original source, according to whoever set it up
- Ad platforms Every conversion they can claim credit for
- Sales notes What the rep heard on the first call
- The board deck Whichever version survived the last review
Each is defensible on its own. Added together they describe more pipeline than the company actually has, and somebody spends the week before every quarterly review deciding which one to believe.
What it actually costs
Where marketing loses credibility, not just time.
- Lifecycle stages nobody agrees on. Marketing calls it an MQL, sales calls it noise, and after a few quarters the stage stops meaning anything to either team.
- Attribution that changes with the report. Two dashboards built on different properties give two answers, and there is no way to say which is right without rebuilding both.
- A database bigger than it is useful. Duplicates, contacts nobody can explain and properties created for one campaign, all counted against your contact tier every month.
- Leads that wait for someone to notice. A form fills, a workflow fires, and whether a rep ever follows up depends on assignment rules nobody has read in a year.
- Campaign reports that start with cleanup. Before anyone can say how an event or a webinar performed, someone has to fix the list, the source and the form it came through.
None of this is a campaign failure. Your team is generating demand. What is missing is a set of definitions that lets everyone count it the same way.
The hours spent reconciling reports add up to tens of thousands of dollars a year in labor. For a marketing leader, that is the smaller number. The bigger one is the budget you can’t defend because you can’t show what it produced.
If the instinct is to clean up the database before bringing anyone in: the cleanup is part of the work, and it goes better once the definitions exist. Here is the order we work in.
One example
One hundred forms down to twenty.
A professional sports franchise was cloning a new HubSpot form for every event and every season with a new pipeline, so every campaign report started with a cleanup.
- What we changed. Landing pages with hidden UTM fields replaced the cloned forms, so the source is captured once, at the form, instead of reconstructed later. Pipelines were consolidated using a similar tagged property.
- What it left behind. A form set small enough that the team can say what each one is for, and a pipeline that only requires one property to be updated each year.
Tell us which number you don’t trust.
Thirty minutes. Bring the report you would least like to defend, and we will show you why it disagrees with the others. If an Orientation makes sense we will scope one, and if the fix is smaller than that, we will say so.
Schedule a Chat- We trace how a contact moves from first touch to closed deal today
- We name the definitions your reports disagree on, and what that costs you
- We describe what an Orientation would cover for a marketing team like yours
- We tell you if we are not the right fit, and who might be
How we help
Map it, design it, build it — from first touch to closed revenue.
The same three phases as every engagement, pointed at the funnel your team reports on.
- 01 Current Reality Where you are now
- 02 Orientation Discovery & audit
- 03 Cartography Mapping & design
- 04 Exploration Build & implement
- 05 Connected Operations Where you end up
Orientation
We follow a contact from the first form fill through scoring, the handoff to sales and the deal it becomes, then read every lifecycle rule, workflow and report underneath it. Four weeks, ending in a findings document and a full audit of your portal.
Cartography
Quick wins first, then the design: lifecycle definitions both teams sign off on, scoring and routing that put a lead in front of a rep, and one set of source properties every report draws from. Approved pieces get built as we go. Around twelve weeks.
Exploration
We build out the rest with your team — database cleanup, attribution, dashboards, campaign templates — then train them and hand over SOPs detailed enough that a new marketing coordinator can’t break it. Around six weeks.