Marketing operations and sales handoff
The handoff between marketing and sales is where most pipeline goes quiet. I build the architecture and workflows that close that gap, designed for how the two teams actually work together.
Services
What I work on.
I've worked with companies on a wide range of GTM problems. Common engagements include:
Attribution and reporting
Tracking UTMs and conversions is the easy part. The real work is one set of numbers marketing and sales both recognize, and a reporting layer people stop arguing with.
Martech management
Most organizations use a fraction of what they've bought. Whether you're onboarding a new platform or consolidating for efficiency, I've seen where these systems fail and can get the most out of your investment.
GTM knowledge management
Agents and automations can only work from what's been written down. I turn tribal knowledge and undocumented process into clean, current knowledge bases your team and your systems can actually use.
Post-acquisition data merges
An acquisition means two CRMs, two automation platforms, and two versions of every account. I plan and run the merge so the combined team works from one clean system and keeps its history.
Data normalization and hygiene
Duplicate accounts, mismatched picklists, and fields nobody trusts slow every team down. I clean the data and set the standards, with checks in place so it stays clean after I leave.
Website builds
I design and build marketing sites that load fast, track correctly, and stay easy for your team to update. The stack stays simple and you own all of it.
SEO and AEO auditing
Your buyers now ask AI assistants before they ever hit a search results page. I audit how visible you are in both, deliver a prioritized fix list, and can build the fixes myself.
Education and enablement for GTM teams
Tools only pay off when the team can run them. I run working sessions and write the documentation that brings marketers, sellers, and ops up to speed on the systems they use every day.
How I work
Diagnose, plan, build, iterate.
- Diagnose Start with what's happening today, and compare that to where you want to go. That means getting into the systems, looking at the data, and talking to the people who work around the problem every day. Often times these discovery exercises uncover additional opportunities we can explore.
- Plan Prioritize the deliverables and document the dependencies. What gets fixed first, what it unlocks, and what can wait. This is where most of the value gets decided, because the wrong order turns good work into rework.
- Build Implement and test. Configuration where the platform supports it, custom where it doesn't. Everything documented as it goes and instrumented so you can tell whether it's working.
- Iterate Systems drift. We watch what happens after launch, adjust what needs adjusting, and hand off cleanly with the documentation your team needs to run it without me.
Engagement model
- Fixed-scope engagements A clear deliverable agreed up front. You know the shape of the work before we start.
- Land and expand Start small, earn the next project by shipping this one.
- Fully remote, async-first Output over face time. Timezone-friendly by design.
- No vendor lock-in Recommendations are based on your stack, not on what earns a referral fee.