Marketing operations & attribution
HubSpot, Salesforce Marketing Cloud, Segment — the plumbing that makes every other channel reportable.
Marketing operations is the engineering discipline that wires CRM, marketing automation, customer data platforms, and attribution models into one reportable revenue system — closing the gap between platform-reported and finance-reported numbers.
Why this work matters
The CMO sees a 3.2× ROAS in the platform. The CFO sees a 0.8× in the financials. Both are right — and the gap is marketing ops. Without attribution discipline, every channel claims the same revenue. We fix the plumbing.
The work, in detail.
- HubSpot, Salesforce, Marketing Cloud, Marketo configuration
- Segment / mParticle / RudderStack CDP setup
- Multi-touch attribution modeling (MTA, MMM)
- Lead scoring + lifecycle stage definitions
- CRM-MAP integration + duplicate management
- GTM + dataLayer + server-side tracking
- Compliance: GDPR, CCPA, consent management
- →MarTech stack audit + consolidation plan
- →Server-side tracking via Segment / RudderStack
- →Multi-touch attribution model + dashboard
- →Lead scoring + lifecycle stage configuration
- →MAP-CRM sync + duplicate management
Senior marketing ops: CRM hygiene, MAP setup, attribution modeling, lifecycle data engineering, and the integrations that make every paid + organic channel show up correctly in the CMO's dashboard.
The approach.
Audit the stack
Every tool, every integration, every event. We document what's tracked, what's broken, and what's duplicated. Most stacks have 30–40% redundant tooling.
Attribution model
Multi-touch attribution wired to real revenue, not platform-reported conversions. Server-side tracking where it matters.
Lifecycle + scoring
Lead scoring tied to conversion data, lifecycle stages mapped to sales process, MAP-CRM bidirectional sync.
Senior MarOps engagement · 6-month minimum · weekly invoicing
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The cost of waiting
is your competitor.
Every 90 days you delay is 90 days of authority compounding for someone else. Get the audit. See the math. Then decide.