Marketing automation & lead operations
Everything between a first touch and a qualified opportunity.
Teams where leads arrive but stall — sitting in a queue, routed to the wrong owner, scored by rules nobody trusts, or duplicated across three systems.
What you get
- One definition of a lead that marketing and sales both accept
- Routing and SLAs that hold when volume spikes
- Scoring you can explain to the person being scored
- Attribution that survives a form fill instead of resetting at it
Scope
Marketing automation
Marketing Cloud Account Engagement (Pardot), HubSpot or Marketo — programme structure, nurture logic, and the sync rules that decide what actually reaches the CRM.
Lead lifecycle
Stage definitions, entry and exit criteria, and the handoff agreement between marketing and sales that makes them mean something.
Routing & SLAs
Assignment, territories, round-robin, escalation — and what happens when the assigned owner does nothing.
Scoring & qualification
Behavioural and firmographic scoring built to be explained, not just tuned.
Data quality
Deduplication, matching, enrichment and normalisation, so the same company is not three accounts.
Attribution & reporting
Multi-touch attribution that keeps first touch through the form fill, and a funnel report both teams read the same way.
How it runs
Usually a diagnostic first: where leads actually stall, measured, before anyone changes a routing rule.
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