Expertise · 05 / 06 · Marketing Ops & Analytics

The ops layer under 200+ live workflows

Daniel Liu · Senior Marketing Manager, ThinkingAI · ops at PingPong, 2021–2025

I build CRM architecture, routing, attribution and reporting for B2B and fintech go-to-market teams on Salesforce, HubSpot, Zapier, GA4 and Google Tag Manager.

See it at work → All workstreams →

200+ workflowsin production

~12h → 1–2 minlead handoff

8 reportsone cleaned dataset

The ops layerSalesforce → Salesloft 05

SalesforceHubSpotGA4Salesloft

→ one cleaned, versioned dataset

8 reports, all pulling from the same numbers

One dataset no reconciliation step

8 reports one cleaned dataset

{ "workstream": "ops",
"workflows": 200, "handoff": "1-2m" }

Proof

A manual GTM back office, replaced by 200+ workflows

I walked into a manual GTM back office, wrote the definitions down, built the CRM architecture on one cleaned dataset, and handed the predictable work to workflows. Monthly reporting that took 1–2 hours now finishes in under 5 minutes. I ran that stack at PingPong for four years.

Read the full case ›

From my own record PingPong · 2021–2025

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

200+ workflows run on these systems. I stood up and owned each one:

▦

CRM architecture

✓ Design one cross-system CRM

✓ Govern fields

✓ Clean leads and sync systems

⚡

Routing & automation

✓ Route and score leads

✓ Trigger the lifecycle

✓ Architect the workflow layer

⌖

Attribution & tracking

✓ Plan UTMs and tracking

✓ Set attribution frameworks

✓ Instrument GA4 and GTM

◫

Reporting & governance

✓ Track funnel health

✓ Run AI-assisted reporting

✓ Align product, eng, data, compliance

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.

I keep one object model across Salesforce and HubSpot, so lifecycle stage lives in one place and qualification logic follows a written rule. 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, and syncs one way. I enforce hygiene at write time.

I keep the canonical record in Salesforce, sync HubSpot one way, and land 6sense intent plus GA4 events on the same contact. Validation catches bad writes at the door, which is why one cleaned dataset can feed eight reports that agree.

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.

Salesforce Flow and HubSpot Workflows assign, enrich, score and follow up, with Zapier and Make bridging what the native tools can't reach. At PingPong I built that out to 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 200+ workflow build, full case study AI lead scoring assistant: scoring inside the routing

04 · Measure what matters

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

I wire GA4 and GTM to CRM outcomes, set UTM strategy before spend scales, and point Looker Studio at the cleaned dataset. The monthly report took 1–2 hours to compile, now under 5 minutes, eight reports with no reconciliation step, and an LLM pass flags signals worth a human look.

A report nobody argues with is the deliverable

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