About 1 result (0.07 seconds)
Marketing Operations
Your marketing data tells three different stories. I fix the one that matters.
Marketing operations is the plumbing behind every marketing decision. The data sources, the dashboards, the attribution model, the way your CRM talks to your ad platforms and your analytics and your BI tool.
When it works, nobody thinks about it. When it doesn't — and it usually doesn't — every other marketing decision you make is a guess wearing a suit.
What the work covers
Data infrastructure
- Connect data sources — GA4, ad platforms, CRM, email tool, call tracking, customer data warehouse — so the same numbers show up in the same place
- Fix broken tracking — UTM discipline, conversion event hygiene, consent-based tracking setup, server-side tagging where it matters
Dashboards & reporting
- Dashboards leadership actually uses — clean, functional, answer-the-question dashboards. Not 40-widget Tableau monstrosities.
- Reporting cadence that holds — weekly team reports, monthly exec reports, quarterly board reports that all tell a consistent story because they're pulling from the same source of truth
Attribution
- Multi-touch attribution — set up to account for the channels you actually run, reflecting real buyer behavior instead of last-touch fiction
- Pipeline-weighted measurement — credit assigned by deal value and stage contribution, not just first-click or last-click
Who it's for
- B2B companies where the CMO can't defend the marketing budget at the exec meeting
- Ecommerce brands where Google, Meta, and Shopify each tell a different story about revenue
- Mid-market companies with marketing teams and no one dedicated to operations
- Private equity portfolio companies where reporting needs to get serious before the next board meeting
- Agencies that need attribution and reporting cleaned up across client accounts
What I don't do (clear scope, clear expectations)
- CRM rebuilds (hire a Salesforce or HubSpot implementation firm)
- Sales operations (deal stages, commissions, quotas)
- Finance ops (ARR waterfalls, revenue recognition)
- Salesforce admin work (permission audits, workflow builds)
If your problem is actually sales ops or CRM implementation, I'll point you toward the right help.
Experience behind it
Marketing operations has been an adjunct to every engagement I've run for 20 years. I fix this for my clients because I have to — my SEO, paid media, and demand gen work isn't defensible if the reporting underneath is broken. At Gr4vy I built the attribution model that made $2M+ in pipeline defensible. At DocuVault I rebuilt the CRM and pipeline that cut lead costs 50%. I've plumbed marketing data at agencies, startups, mid-market, and PE portfolio companies.
Further reading: Marketing Operations: What I Do, What I Don't, and Why It Matters →
Tell me one number your executive team trusts, and one number they argue about → — I'll tell you why the one you argue about is untrustworthy and what it takes to fix it.
Frequently asked questions
What is marketing operations?
Marketing operations is the plumbing behind marketing decisions — data sources, dashboards, attribution, tracking, and reporting cadence. When it works, nobody notices. When it doesn't, every marketing decision you make is a guess. My scope is narrow by design: making marketing data defensible so teams can actually decide.
What's the difference between marketing operations and RevOps?
RevOps covers marketing, sales, and customer success operations as a combined function. Marketing operations is the marketing-specific subset. I do marketing operations, not full RevOps — I don't handle sales ops, deal desk, or revenue recognition. For companies that need the full RevOps stack, I recommend specialist firms.
Can you rebuild my CRM?
No. Full CRM rebuilds (Salesforce, HubSpot, custom) are specialist implementation work that's outside my scope. I connect to existing CRMs, fix marketing automation inside them, and make sure data flows correctly — but I don't replace them or rebuild them from scratch. For CRM rebuilds, hire an implementation firm.
What attribution model should I use?
The right attribution model depends on your business. Most businesses should use multi-touch attribution configured for the specific channels they actually run — not last-click (which flatters paid media) or first-touch (which flatters SEO and brand). The implementation matters more than the model; a thoughtful last-touch setup often outperforms a poorly-configured multi-touch one.
How do I know if my marketing operations is broken?
The tell-tale signs: the CMO can't defend the marketing budget at the exec meeting because nobody trusts the numbers. Google, Meta, Shopify, and the CRM tell different stories about what drove revenue. Leadership asks a simple question and gets three different answers from three different people. Those are all marketing operations problems.
How much does marketing operations consulting cost?
Marketing operations project engagements typically run $5K–$20K depending on scope — attribution setup, dashboard build, tracking cleanup, or reporting cadence design. Fractional MOps work runs $8K–$12K/month at 10–15 hours per week. Most engagements start with a diagnostic phase to identify what's actually broken before scoping the fix.