Scope & Decide
When important questions remain, I investigate the current state, dependencies and options. This is paid scoping with a usable decision and a defined next step as its output.
Services
Revenue systems, workflows and AI capability. Designed and built around the job.
I help B2B teams change the CRM, data and operating logic behind marketing and sales, and build defined AI workflows into that environment.
You work directly with me through the decisions, implementation, testing and handover.
Discuss your systemService navigator
CRM, Data & IntegrationsMake the records and connections support the work people need to do.Lifecycle, Lead Management & AutomationConnect interest to qualification, ownership and a useful next step.GTM Engineering & AI WorkflowsBuild research, enrichment and other defined capabilities into the commercial process.
One change may involve more than one area. You can start with the problem.
CRM, Data & Integrations
Make HubSpot and your connected systems reflect how the business actually operates.
When this helps
- HubSpot no longer reflects how the business sells or operates.
- A defined implementation, restructure or migration needs planning and delivery.
- Records disagree across tools, leaving people to reconcile them manually.
- Reporting or automation is unreliable because the underlying definitions and data are inconsistent.
What I change
I work through the CRM structure, definitions and ownership, then implement the agreed changes. Where systems need to exchange data, I define which system owns each value, how it moves and how to check that the connection behaves as intended.
This can include HubSpot configuration, data remediation, bounded migration, native integrations and appropriately scoped API or webhook work.
Why it matters
The purpose is to reduce the reconciliation needed before someone can act, and give automation and reporting inputs that mean the same thing across the agreed process.
What working looks like
Named records follow agreed definitions. Data movement is tested against the expected result. Exceptions have an owner, and the team has the documentation needed to maintain the changed system.
Related work
Strategic Computing: HubSpot restructuring alongside the contact intelligence and capture paths supporting its commercial journey.
Explore the partnershipLifecycle, Lead Management & Automation
Make the next step clear, from the first enquiry onwards.
When this helps
- An enquiry arrives, but capture, assignment or follow-up is inconsistent.
- Marketing and sales disagree about what qualifies an account for handover.
- Routing, nurture or re-entry workflows compete with each other.
- The commercial process has changed, but lifecycle states and reporting still describe the old one.
What I change
I translate the agreed process into lifecycle states, qualification rules, ownership and automation. That includes the operational path from a form or conversion point into the CRM and follow-up, together with suppression, re-entry and exception handling.
I work with the people responsible for the commercial decisions, then build and test the logic that implements them.
Why it matters
An interested prospect should reach someone responsible for responding. Sales should understand why a lead or account has been passed over, and leaders should be able to distinguish what happened in the process from inconsistent recording.
What working looks like
A test enquiry arrives with the required information, reaches the correct owner and triggers the agreed next action. Unsuitable or incomplete records follow an explicit alternative path. The team can see, explain and maintain those rules.
Related work
Strategic Computing: connecting a landing page and lead asset to the wider HubSpot and follow-up journey.
Explore the partnershipGTM Engineering & AI Workflows
Turn agreed commercial logic into working systems.
When this helps
- An agreed commercial model such as ICP, segmentation or account-selection criteria has never been operationalised in the systems.
- People repeatedly research accounts, prepare context or move data between tools by hand.
- Enrichment, scoring or classification needs reasoning beyond fixed rules.
- Relevant signals arrive without enough evidence to decide what they mean.
- A defined AI use case needs to connect to CRM context and return a useful result to the team.
What I build
I design a workflow around one commercial task: its inputs, sources, rules, AI work, human decisions and permitted actions. The chain below is the scope this covers.
Where feasibility is uncertain, the first piece of work is a scoped assessment or prototype with clear tests before a production commitment.
Why it matters
The aim is to let a person assess a next step without restarting the investigation, while keeping weak evidence and unresolved questions visible.
What working looks like
The workflow produces an agreed output that can be checked against its evidence. Permissions and any write-back are explicit. Review criteria cover useful results, failures and exceptions, and a named owner can operate, change or stop the workflow.
Operationalising an agreed commercial model
- 01ICP and account criteria
- 02Structured fields and definitions
- 03Account and TAM sourcing
- 04Enrichment
- 05Fit, scoring and prioritisation
- 06Signals
- 07Research, classification and preparation
- 08Inbound or outbound orchestration
- 09CRM action and hand-off
- 10Human judgement and QA
MarOps Lab can operationalise an agreed ICP or commercial model. It is not being positioned as generic GTM strategy.
Inspect an example
Account Intelligence: an adapted research output showing what was found, what remains uncertain and what still needs a human decision.
Inspect the exampleWays to work together
Start with the shape of the problem.
Deliver Change
When the requirement is clear enough, I design, build and test a defined change, with agreed completion criteria and handover.
Embedded Capacity
When a named system or workflow needs senior hands-on ownership for a period, I provide defined capacity directly with your team or through a consultancy or prime. The responsibility, time commitment and boundaries are agreed together.
Support & Optimisation
For a known system or workflow, I can provide an agreed period of stabilisation, monitoring or improvement with clear coverage and operating ownership.
Fit
My deepest platform experience is in HubSpot and the systems connected to it. I take on defined CRM, lifecycle and workflow work where the change can be tested and handed over responsibly.
If the work involves deep Salesforce administration or specialist integration engineering, that responsibility needs an appropriately qualified specialist.
Systems I work across
CRM & Revenue Systems
- HubSpot
- Salesforce
Account Data & GTM Intelligence
- 6sense
- Clay
- Apollo
AI & Engineering
- Claude / Claude Code
- OpenAI / Codex
- APIs / webhooks
Analytics & Web
- GA4
- Google Tag Manager
- WordPress
Bring the problem. You do not need to choose the service first.
Tell me what happens today, what should happen instead, and which people or systems are involved. We can establish the right scope and way to begin.