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Director of Marketing Operations and Automation
Owns marketing operations: CRM structure, lifecycle stages, routing, scoring and the attribution that connects spend to pipeline.
Fix the data behind your revenue reporting
In short
PlanConversion fixes RevOps for B2B teams on HubSpot and Salesforce. We define lifecycle stages, govern UTMs and forms, connect ad platforms and offline conversions, build routing and scoring, and deliver dashboards that tie campaigns to pipeline.
Measured by: Attribution coverage and speed to lead
Last updated
Clients
The problem
What usually goes wrong
CRM data is unreliable
Duplicates, missing fields and unclear lifecycle stages make every report an argument.
Attribution breaks
UTMs, forms, ad platforms, analytics and CRM fields do not match, so spend cannot be tied to pipeline.
Routing is inconsistent
Leads are delayed, misassigned or handed off without context.
Our approach
How we run it
Every step is reviewed with your team, and every result is reported from your CRM.
Audit the stack
Map CRM, forms, GA4, GTM, ad platforms and the handoff to sales.
Set the rules
Agree stage definitions, required fields, UTM conventions and ownership.
Build and test
Ship routing, scoring, offline conversions and dashboards, then QA end to end.
Keep it clean
Weekly data reviews so reporting stays trustworthy after handoff.
Deliverables
What you get
Tracking and attribution
GA4 and GTM review, UTM rules, offline conversions, campaign-to-pipeline reports.
CRM and lifecycle
Stage definitions, required fields, deduplication, HubSpot or Salesforce structure.
Automation and routing
Lead routing, fit and intent scoring, sales alerts and nurture logic.
Reporting and forecasting
Dashboards by source, account, stage, channel and owner, with velocity and conversion rates.
Your stack
We work in the tools your team already runs
Browse the platforms we operate by job. Logos name the tools we work in. They belong to their owners and do not imply endorsement.
Account selection, intent, advertising and sales alerts, run weekly.
- DemandbaseOfficial partner
- 6sense
- ZoomInfo
- Bombora
- G2
The system of record every program is measured in.
- Salesforce
- HubSpot
- Marketo
- Pardot
- Eloqua
- Dynamics 365
One paid plan across channels, optimized against pipeline.
- Google Ads
- Microsoft Advertising
- Meta Ads
- YouTube
- Reddit Ads
Tracking, attribution and reporting you can defend to management.
- GA4
- Tag Manager
- Looker
- Tableau
- Power BI
- Snowflake
- BigQuery
- Segment
Testing, behavior analytics and web builds for conversion.
- Optimizely
- VWO
- Hotjar
- Clarity
- Webflow
- WordPress
- Contentful
- Figma
Claude, AI search visibility and the tools that measure it.
- Claude
- ChatGPT
- Gemini
- Perplexity
- Copilot
- Search Console
- Semrush
- Ahrefs
Attribution, hands on
Watch one deal’s credit move between channels
$
One deal, six touchpoints over 61 days
1Day 1Google SearchBrand keyword$48K
2Day 8LinkedInWhitepaper ad$6K
3Day 22DisplayRetargeting$6K
4Day 35LinkedInDemo request$6K
5Day 49Google SearchCompetitor keyword$6K
6Day 61Direct / salesSales meeting$48K
Choose an attribution model
Credit by channel: Position-based 40/20/40
Paid media share of this deal
Under last touch, paid media gets 0% of the credit. Under position-based, it gets 60%. The same deal, a different budget decision.
Proof
Results from this kind of work
Anonymized / Data analytics softwareData analytics software case study: 51% lower cost per lead with paid media accountable to pipeline51%lower cost per lead, with lead volume holding steady9 in 10leads meeting the client quality standard, verified in the CRM77%of qualified search leads from purpose-built landing pagesRead the case study →Anonymized / Enterprise software42% more qualified pipeline in six months for an enterprise software company42%lift in qualified pipeline within 6 months$40M+pipeline influenced by the engagement3xSQL volume from paid channelsRead the case study →Worked example / Enterprise B2B technologyFrom paid spend to revenue: $600K of media, $7.2M of attributed pipeline12:1pipeline-to-spend$7.2Mmarketing-sourced pipeline attributed through to the CRM$1.9Mclosed-won revenue in period, fully attributedRead the case study →
PlanConversion went beyond flagging a misfiring tracking tag. They brought the fix and a forward-looking testing plan to keep our tracking reliable.
Pipeline quality and win rates improved within a quarter. We finally had one connected demand engine with shared metrics.
Your team
Who runs your revops and marketing operations program
Senior Web Developer and AI Solutions Architect
Builds the sites, tracking and AI workflows behind client programs, from headless architecture to Claude implementations.
Founder and Director of Revenue Growth Strategy
Leads strategy on every engagement. Former enterprise marketing leader at Coveo, Assent and Nakisa with 20+ years in B2B demand generation.
LinkedInInsights
Read before you decide
B2B attribution challenges: why paid media looks worse than it is
Why B2B attribution breaks between the lead and the closed deal, what it costs paid media budgets, and the five-step fix that ties every paid dollar to pipeline and revenue.
Industrial technology marketing: how to measure distributor-influenced pipeline
How industrial and manufacturing companies credit marketing for demand that closes through distributors, contractors and channel partners.
B2B attribution sales and finance will trust: a practical model for HubSpot and Salesforce
A practical B2B attribution setup for HubSpot and Salesforce: clean source data, account-level influence, opportunity-based reporting and rules everyone agrees on.
Free tools
Size the opportunity before you call us
A/B test sample size and duration calculator
How long will your test take, and is your traffic enough?
Open the tool →CRO revenue impact calculator
What a conversion lift is worth in pipeline and revenue.
Open the tool →Attribution model simulator
See how one deal’s credit shifts across five attribution models.
Open the tool →Tracking signal loss estimator
How many paid conversions your ad platforms cannot see.
Open the tool →Paid media to revenue scorecard
Pipeline-to-spend, cost per SQL, ROAS and CAC against enterprise benchmarks.
Open the tool →Pipeline gap calculator
How much pipeline marketing needs each quarter to hit the number.
Open the tool →FAQ
RevOps and marketing operations: common questions
Related services
Which CRMs do you work with?
HubSpot and Salesforce, plus GA4, GTM, LinkedIn, Google Ads, Demandbase and 6sense integrations.
How long does it take to get full-funnel attribution?
The 90-day plan fixes the data foundation in month one, builds the system in month two and runs reporting in month three. In one enterprise engagement attribution was live in 14 days.
Do you replace our marketing ops team?
No. We work alongside them, document every rule and hand off so your team can run it.