Leads come in and disappear into a CRM nobody trusts. Sales says marketing sends junk; marketing says sales never follows up. Reporting exists, but nobody believes the numbers enough to plan against them. A marketing operations consultant fixes the machinery underneath your funnel, automation, lead scoring, attribution, and the handoff from MQL to SQL, so the marketing engine actually connects to revenue. This is the layer beneath our RevOps consulting and it runs on the same HubSpot foundation.
We define what a qualified lead looks like using your own records, then test the model before it ever touches a live campaign, so sales stops ignoring marketing’s leads.
Every channel and campaign gets tied back to pipeline and revenue, not just clicks. You can finally answer where the next dollar should go.
We define the criteria and build the routing so a qualified lead reaches a rep automatically, with the context they need, instead of sitting in a queue.
Empower Manufacturing. We defined lead quality, tested a scoring model across 554 company records, and organized reporting around roughly 2,500 leads, MQLs, and SQLs. The engagement mapped automation across about 70% of the sales process, delivered more than 40% labor-time savings, and supported 200% customer-portfolio growth. See the Empower story.
Franklin Brazing. A rebuilt lead and quoting process helped generate $6.46M in quoting opportunities and $1.82M in realized revenue, with 41 leads and more than $200K in quotes inside the first three months. See the Franklin Brazing story.
Marketing generates activity, forms filled, ads clicked, emails opened, but activity is not revenue, and somewhere between the click and the close, the connection gets lost. Leads sit in a CRM with no scoring behind them. Campaigns get credit or blame with no real attribution model to back it up. Sales stops trusting marketing leads because too many of them were never actually qualified. None of this shows up as one dramatic failure. It shows up as a marketing budget nobody can defend and a pipeline nobody can explain.
Marketing operations is the fix: the automation, scoring, attribution, and reporting infrastructure that makes the funnel measurable end to end. Before touching a workflow, we define what a qualified lead actually looks like for your business and test that definition against real data. At Empower, that meant testing a lead-scoring model across 554 company records before automating anything, which is part of why the resulting system supported 200% customer-portfolio growth instead of just producing a cleaner dashboard. See the Empower story.
The handoff from MQL to SQL is usually where the most revenue leaks. A lead gets marked qualified, lands in a queue, and sits there because nobody owns picking it up, or it reaches a rep with no context on why it was scored the way it was. We build the routing and the criteria together, so qualified leads move automatically and reps get the information they need to act on them fast.
Attribution is the other half of the problem. Without it, every budget conversation turns into an argument about opinions instead of numbers. We build reporting that ties campaigns and channels back to actual pipeline and closed revenue, using the same CRM data your sales team already works from. See our HubSpot consulting practice for how we handle the platform build underneath this. It connects directly to the sales operations layer and the broader RevOps agency engagement, and shares the same CRM consulting and optimization foundation.
For Franklin Brazing, rebuilding the lead and quoting process this way helped generate $6.46M in quoting opportunities and $1.82M in realized revenue, with 41 leads and more than $200K in quotes inside the first three months, proof that fixing the wiring behind the funnel changes the number that actually matters. See the Franklin Brazing story.
This work sits underneath the broader revenue system covered in our RevOps consulting practice, marketing operations is the engine that feeds it. We stay in the system long enough to watch it perform against real campaigns and adjust as new gaps surface, rather than handing over a plan and walking away.