Marketing operations
consulting.
For founders and marketing leads who pay for a stack and still lose leads between the site, the CRM, and the ad accounts. The work is what stays, who owns it, and the path a lead takes.
Marketing operations is the system under the campaigns. When it works, a person who fills in a form becomes a record sales can see, with a source you trust and a next step someone owns. When it does not, each tool has its own version of the truth.
This sits next to marketing automation, which builds the follow-up once the path is clear, and marketing analytics, which reads the result. If the question is which platform should run that follow-up, and the answer is HubSpot, that work has its own page: HubSpot consulting.
Who this is for
You are a fit when the company has bought tools faster than it has named owners. A new hire cannot tell which system is the source of a lead. Sales says marketing's numbers are wrong, and marketing says the CRM was never filled in. Common cases are software and services firms with a website, a CRM, an ad account, and a spreadsheet that still does the real work.
What the work covers
An inventory. Every tool that touches a lead, what it costs, who logs in, and what would break if you turned it off. The list is usually shorter than the invoice stack.
What stays. Each tool gets a job: system of record, source of traffic, place the email sends, or a candidate to retire. Two tools doing the same job is a decision, not a preference.
The path of a lead. From the page, to the form, to the CRM, to the person who should respond, with the fields that have to be present. We write that path so a new marketer can follow it.
Owners. One person accountable for the CRM, one for the site forms, one for the ad accounts. The fractional time of a founder counts only if it is on the calendar.
A quarterly review. What was added, what was retired, and where leads still leak. AI marketing consulting belongs in that review when a model is about to be given access to customer data.
How an engagement runs
- Understand. The tools, the invoices, the last ten leads, and where each one stalled.
- Strategize. The keep list, the retire list, and the path a lead should take.
- Execute. The field and routing changes your team can make, and a one-page map of the stack.
- Review. After a cycle, we check whether new leads arrived complete, and whether anyone reopened a tool we retired.
A stack someone owns.
Fewer tools, a named owner for each one, and a lead that arrives in the CRM as a person sales can work.