6 workstreams
A "Funnel Get-Well" program spanning campaign tracking, lead scoring, routing, MQL definition, reporting, and standing operational support.
The situation
The pieces existed but the system didn't. Marketing data lived in HubSpot, revenue lived in Salesforce, and the handoff between them was inconsistent enough that nobody fully trusted the numbers. Before any campaign could be optimized, the underlying operations had to be made legible.
What I built
- HubSpot ↔ Salesforce system map. A documented model of how records, fields, and campaign data move between the two platforms, so the team could finally reason about the funnel as one system.
- Lead scoring, from zero. Nine HubSpot properties live, with the scoring workflows built and staged, plus the Salesforce field work scoped to carry it through to the rep view.
- Campaign tracking and UTM standards. The company's first documented tagging standard, plus a nine-channel UTM-branching campaign tagger to keep attribution clean at the source.
- Reusable workflow packs. A gated-content workflow with its own SOP and video training, and a single reusable webinar workflow that replaced fragile one-off builds.
- Live debugging. Found and repaired a broken conversion branch on a live webinar workflow that had been silently mis-routing leads.
The result
The company went from a marketing-and-sales stack that didn't agree with itself to a documented, governed operation: one source of truth for how the funnel works, standards that keep the data clean going forward, and workflows the in-house team can run without me. When the full-time Marketing Ops director came on, the engagement was built to hand off cleanly, with state-of-play docs for every workstream.
The through-line. Demand generation gets the attention, but pipeline only converts if the operations underneath it are sound. This is the half of the job that doesn't show up in a campaign screenshot, and it's usually what's actually broken.