Marketing Automation & RevOps

Businesses scaling from $100k to $500k/month hit a wall where manual processes break. Someone fills out a form and waits 2 days for follow-up because the notification got missed. Hot leads go cold while sales manually qualifies everyone. Marketing hands off "leads" that sales can't reach or aren't ready to buy. Email sequences are one-size-fits-all instead of adapting to behavior. Revenue gets lost in the gaps between systems because nobody built the connective tissue.

• Manual lead routing wastes hours and loses opportunities: Someone fills a form, goes into a spreadsheet or gets emailed to sales, then someone manually assigns it based on territory or availability. High-intent prospects wait hours or days for response while the moment of interest passes. By the time sales reaches out, they've already talked to three competitors who responded immediately.
• Marketing and sales operate on different truth: Marketing reports 500 leads generated. Sales says they only got 300, and half were junk. Lead definitions don't match. Attribution doesn't align. Nobody knows if marketing spend drives pipeline and closed revenue, or just form fills that go nowhere. Finger-pointing replaces collaboration because systems don't connect.
• One-size-fits-all nurture kills conversion: Everyone who downloads a guide gets the same 7-email sequence regardless of their engagement, seniority, company size, or buying stage. Someone ready to buy gets nurtured for 6 weeks. Someone researching gets pitched too hard too fast. Sequences don't adapt to behavior, so conversion rates stay mediocre.
• Critical handoffs happen in Slack or email: "Can you follow up with this lead?" "What happened with that prospect from last week?" Context lives in messages that get lost. Nobody knows lead history, previous conversations, or what was promised. Sales calls without context. Prospects get frustrated repeating themselves. Deals slip through because handoffs are manual and undocumented.

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Marketing automation and revenue operations infrastructure connects every touchpoint from first website visit through closed deal and expansion. Leads get scored, routed, and nurtured automatically based on behavior and fit. Sales gets context before every call. Marketing sees which activities drive pipeline and revenue, not just vanity metrics. Systems handle the repetitive work so people focus on high-value activities.

• CRM architecture and workflow automation (Attio, HubSpot, Salesforce) configured for your specific funnel and sales process - lead stages, deal pipelines, custom fields, automated task creation, notification rules - infrastructure that enforces process and captures context instead of relying on manual discipline
• Lead scoring and qualification frameworks that prioritize prospects based on fit signals (company size, industry, role) and intent signals (pages visited, content consumed, email engagement, demo requests) - sales focuses on hot leads while marketing nurtures others, instead of treating every form fill as equal
• Automated lead routing and assignment that instantly assigns qualified leads to the right sales rep based on territory, industry expertise, deal size, or availability - round-robin distribution, overflow rules, timezone matching - response times drop from hours to minutes without manual coordination
• Behavioral email and SMS sequences that adapt based on engagement - opened but didn't click gets different follow-up than clicked but didn't convert, engaged prospects get accelerated paths, dormant contacts get re-engagement campaigns - nurture becomes dynamic instead of linear blasting
• Multi-channel nurture orchestration coordinating email, SMS, retargeting ads, direct mail, and sales outreach into cohesive campaigns - someone who downloads content sees retargeting ads reinforcing the message, gets nurture emails with next steps, and triggers task for sales rep if they hit high-intent threshold
• Booking and scheduling automation that eliminates back-and-forth - qualified leads book consultations instantly with calendar availability, get automated reminders, receive pre-call questionnaires, and trigger prep notifications for sales reps with context about who they're meeting and why
• Pipeline reporting and revenue attribution connecting marketing activities to actual closed deals - which campaigns drive pipeline, what's the conversion rate by source, how long is sales cycle by channel, what's the win rate by lead score tier - marketing gets held accountable to revenue, not just lead volume
• System integration and data flow connecting marketing platforms, CRM, calendar tools, communication platforms, payment processors - data syncs automatically, no manual exports or imports, no duplicate entry, complete audit trail of every customer interaction across systems

• Respond to leads in minutes, not hours or days: Automated routing and notification means high-intent leads get immediate response while interest is hot. Response time drops from 6-24 hours to under 5 minutes. Conversion rates improve 3-5x simply by striking while the iron is hot instead of letting prospects cool off and talk to faster competitors.
• Sales focuses on closeable deals, not dead ends: Lead scoring filters out tire-kickers, students doing research, competitors intel gathering, and prospects that don't fit ICP. Sales reps spend time on qualified opportunities instead of grinding through lists of contacts who were never going to buy. Close rates double because effort concentrates on deals that can actually close.
• Scale revenue without scaling headcount linearly: Manual processes require adding people as volume grows - more leads means more SDRs to qualify them, more AEs to work them. Automation handles qualification, routing, nurture, and follow-up that previously required bodies. Grow from $100k to $500k/month while marketing and sales headcount grows 40% instead of 200%.
• Marketing proves impact on revenue, not just activity: Pipeline dashboards show which campaigns drive deals, not just leads. Attribution connects ad spend to closed revenue. Marketing budget conversations shift from "we generated 500 leads" (meaningless) to "we drove $280k in pipeline at $140 CAC" (actionable). Marketing gets resources because impact on revenue is clear.