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 · month-to-month · weekly invoicing
Marketing operations & attribution — common questions
Why do the CMO's and CFO's numbers disagree?
Because every channel claims the same revenue when attribution discipline is missing, the platform can show a 3.2x ROAS while the financials show 0.8x. Both are right, and the gap is marketing ops, which is the plumbing we fix.
What does the engagement cover?
A MarTech stack audit and consolidation plan, server-side tracking via Segment or RudderStack, a multi-touch attribution model and dashboard, lead scoring and lifecycle stage configuration, and MAP-CRM sync with duplicate management.
What does it cost and what's the commitment?
Engagements start from $999/mo for a senior MarOps engagement, month-to-month and weekly invoicing. The commitment reflects that attribution and stack work compounds over months rather than weeks.
How do you build attribution that finance trusts?
We wire multi-touch attribution to real revenue rather than platform-reported conversions, with server-side tracking where it matters. We also audit every tool, integration, and event up front, since most stacks carry 30 to 40% redundant tooling.
How do you handle data privacy and consent?
Compliance is built in: GDPR and CCPA handling plus consent management are part of the configuration, alongside GTM, dataLayer, and server-side tracking.
What outcomes does this produce?
The outcome we work toward is a single, trustworthy revenue system — consolidated tooling (most stacks carry significant redundant spend) and attribution wired to real revenue so the CMO's and CFO's numbers finally agree. We won't quote a guaranteed percentage; you'll see the consolidation and the corrected reporting directly.
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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.