Marketing Ops & Analytics: CRM and Attribution

The framework

Clarity first,
automation on top

01 · Create operational clarity

I start every ops engagement by writing definitions down: what a lead is, when it becomes qualified, who owns it after handoff. Most fights I get called in to referee turn out to be two teams counting different things under the same name.

In practice that means one object model across Salesforce and HubSpot: lifecycle stage lives in one place, qualification logic is a written rule, and every routing branch has a named owner. Nothing gets automated until marketing and sales have signed the same definition sheet.

Definitions first, or every dashboard becomes an argument

Marketing ops case study, where the shared language ended up Ops processes that reduced chaos: the write-up

02 · Build reliable data foundations

Once the language is set, I make the data obey it: every field gets one owner, one source of truth, and one direction of sync. Hygiene is a rule enforced when the record is written.

Concretely, Salesforce holds the canonical record, HubSpot syncs one way, and 6sense intent plus GA4 events land on the same contact instead of living in separate tabs. Validation catches bad writes at the door, which is why one cleaned dataset can feed eight reports that agree by construction.

Clean on write beats cleanup on Friday

A cross-domain tracking fix: what bad foundations cost Global web & tracking, the multi-region version

03 · Automate predictable processes

Only when a process is boring and well-defined do I let workflows take it over. Automating a fuzzy process just delivers the mess faster.

Assignment, enrichment, scoring and follow-up run in Salesforce Flow and HubSpot Workflows, with Zapier and Make bridging what the native tools can't reach. At PingPong that grew into 200+ workflows on one shared architecture, and lead handoff dropped from about 12 hours to 1–2 minutes.

Automate the boring, escalate the ambiguous

The 700-workflow build, full case study AI lead scoring assistant: scoring inside the routing

04 · Measure what matters

Measurement comes last on purpose: a dashboard on top of dirty data is a very confident way to be wrong. I only build reporting once the definitions and the dataset can carry it.

The pipeline is GA4 and GTM wired to CRM outcomes, UTM strategy set before spend scales, and Looker Studio dashboards reading the one cleaned dataset. The monthly report went from 1–2 hours of compilation to under 5 minutes, eight reports with no reconciliation step, and an LLM pass flags signals worth a human look. The final call stays human.

A report nobody argues with is the deliverable

The messy monthly report: how 1–2h became 5 min MarketingOps, the reporting tool, live

Operational systems I have stood up and owned:

▦

CRM architecture

✓ Cross-system CRM design

✓ Field governance

✓ Lead hygiene & cross-system sync

⚡

Routing & automation

✓ Lead routing & scoring

✓ Lifecycle triggers

✓ Workflow architecture at scale

⌖

Attribution & tracking

✓ UTM & tracking plans

✓ Attribution frameworks

✓ GA4 / GTM instrumentation

◫

Reporting & governance

✓ Funnel-health dashboards

✓ AI-assisted reporting

✓ Product · eng · data · compliance alignment

What I wire together:
the CRM, routing and reporting stack

CRM &
sales stack

Salesforce

HubSpot

Pipedrive

Salesloft

Automation
& workflow

Zapier

Make

Dify

Salesforce Flow

HubSpot Workflow

Analytics &
reporting

GA4

Looker Studio

Power BI

Tableau

Tracking &
enrichment

GTM · UTM

6sense

ZoomInfo

Webflow

Proof

A manual GTM back office, replaced by 200+ workflows

Steps 01–02 put one CRM architecture and one cleaned dataset under a fast-scaling fintech GTM motion. Step 03 collapsed lead handoff from ~12 hours to 1–2 minutes across 200+ automated workflows. Step 04 turned a 1–2 hour monthly report into a job that runs in under 5 minutes, with eight reports generated from one dataset and no reconciliation step.

Read the full case ›

Verified on LinkedIn PingPong · 2021–2025

200+ automated workflows, with lead handoff cut from ~12 hours to 1–2 minutes