Audit.Rebuild.Operate.Optimize.Repeat.
Revenue systems architecture for modern B2B teams — Marketo, Salesforce, 6sense, and AI-enabled GTM.
Certified on the platforms. Proven in production.
Six ways I make marketing automation earn its keep.
The leverage lives in the operating layer — architecture, data, process, and QA. Here is where I focus to turn a Marketo instance into a system the revenue team trusts.
Make the data tell the truth.
I rebuild smart lists on fields the team actually maintains, retire segments that have gone stale, and get reporting back to numbers you can defend in a board meeting.
Build a lead handoff sales trusts.
I tune the scoring model and alert volume so an MQL means something again, and reps act on the handoff instead of tuning it out.
Give the nurture estate an owner and a map.
I audit years of accumulated smart campaigns, retire the ones pointed at dead fields, and document what is live so the team can maintain it with confidence.
Keep the Salesforce sync honest.
I harden field mappings, put eyes on the sync log, and catch routing issues early — before a quiet change from last quarter reaches this quarter's pipeline.
Report revenue movement, not activity.
I build reporting that answers the pipeline question leadership actually asks, connecting campaign work to opportunities and revenue rather than opens and clicks.
Make personalization real in the outbound.
I build the 6sense-to-Marketo handoff so account intent shows up in the actual outbound, turning buying signal into pipeline instead of a QBR slide.
The operating layer underneath the platforms.
I work the layer most consultants skip — the operating discipline that decides whether the platforms generate revenue or generate cost.
- Marketo
- Salesforce
- Microsoft Dynamics
- HubSpot
- 6sense
- Salesloft
- Workato
- Identity resolution
- First-party data models
- CRM sync integrity
- HIPAA / GDPR compliance
- Tag management
- Stage definitions
- Behavior & fit scoring
- Routing
- Suppression
- Nurture architecture
- Smart campaign QA
- Program governance
- Naming conventions
- Documentation
- Attribution readiness
- Funnel visibility
- Executive readouts
- Tableau / Looker / native
- Agentic AI design
- OpenAI API integration
- Python AI agents
- Operations debt automation
- Account-based personalization
What I get hired to fix.
Each of these is a distinct engagement type. Most retainers combine three or four.
Marketo architecture & rebuilds
Instance audits, program structure, token strategy, smart-campaign governance, and rebuild plans that hold up under campaign pressure.
Lifecycle, scoring & routing
Stage definitions, behavior + fit scoring models, MQL/SAL handoff, alert volume control, routing logic Sales actually uses.
Campaign operations & QA
Smart-campaign QA discipline, program templates, naming conventions, the audit layer that keeps the instance from drifting.
CRM sync & data integrity
Salesforce / Microsoft Dynamics field mapping, sync log discipline, identity resolution, first-party data models, compliance.
Nurture, segmentation & personalization
Multi-touch nurture architecture, account-based personalization that runs against a real CRM, suppression discipline.
Personalized landing page systems
Pursuit microsites, named-account landing pages, and the AI workflow that converts company context into deployable assets. Built into the MarTech stack — not a side project.
Reporting, attribution & funnel visibility
From open-rate dashboards to revenue-movement reporting. Attribution readiness for the metrics the board actually asks about.
Documentation & governance
The artifacts that keep the system maintainable after the consultant leaves. Wikis, runbooks, change discipline.
AI-enabled GTM workflows
Agentic AI inside the MarTech stack to eliminate operations debt — not to crank out more outbound. Source-faithful, human-approved.
Numbers from the work, not the brochure.
The metrics below are from a single engagement at Mitel (08/2020 – 05/2025). Detail on Mod Op (Verizon, Victra, Molex), Teladoc Health, and current independent work in the resume.
Pipeline opportunities activated through intent data and identity-resolution modeling.
Closed-won revenue traced to the unified customer view.
Reduction in time-to-market through workflow and segmentation re-architecture.
Global data ops team led through audience execution, data destinations, compliance reliability.
Audited four distinct global Marketo instances for Verizon and architected the comprehensive migration plan to Microsoft Dynamics. Governed 250+ step HubSpot workflows at Victra. Built Marketo-to-Workato integration pipelines at Molex.
Architecting custom Python-based AI agents and OpenAI API integrations to eliminate marketing-operations debt and automate data hygiene. Deployed 25+ named-account microsites for tier-1 outbound pursuit motions, each tailored to company context, role pain, and proof points — productized through a privacy-first AI workflow. Designed 6sense-powered ABM frameworks (ICP modeling, segment architecture, multi-signal intent scoring) used by Sales and SDR leadership.
Operated audience segments inside a highly regulated, privacy-first HIPAA environment for a global subscription-based digital health business. Translated marketing requirements into CRM integration configurations at enterprise scale.
The operating model.
Seven verbs. Every engagement passes through some subset of these in this order.
Map the instance you actually have, not the one in the diagram.
Separate architecture problems from execution problems from people problems.
Re-architect the parts that won't survive scale. Leave the parts that work.
Discipline-level QA on every smart campaign, sync, and routing rule.
Artifacts the team can use after I leave. No tribal knowledge.
Hand off with a runbook. Train the operators. Stay on retainer if needed.
Quarterly reviews against the operating-layer scorecard. Iterate.
The artifacts I keep retyping into client wikis — now public.
Eight MIT-licensed GitHub repositories and one AI workflow proof page. All built from real engagements.
marketo-audit-checklist
Field-tested checklist for auditing a Marketo instance you have just inherited. Six sections covering interview, instance health, lifecycle, quiet bugs, and a smart-campaign QA template.
View repo →scoring-model-design-patterns
Working patterns for behavior + fit scoring in Marketo, Pardot, HubSpot. What scoring is for, decay rules, anti-patterns that erode model trust.
View repo →6sense-marketo-routing-rules
Routing rules and orchestration patterns for 6sense + Marketo + Salesforce — translating account-level signals into person-level actions sales will run.
View repo →marketo-naming-conventions
Naming spec for programs, smart campaigns, emails, landing pages, forms, fields, tokens, folders — for teams that realized the absence of a convention is itself the convention.
View repo →revops-scoping-questions
The set of questions I ask before quoting a RevOps engagement — for the conversations that decide whether the work is possible.
View repo →AI GTM Asset Engine
A privacy-first workflow that converts company context, role pain, and proof points into prospect-specific GTM landing pages. 25+ named-account microsites deployed. Source-faithful, human-approved.
View workflow →Questions before the first conversation.
A KRS audit reviews the full operating layer — instance architecture, lifecycle and stage definitions, scoring, smart-campaign hygiene, Salesforce or Dynamics sync integrity, naming and governance, and reporting. You get a prioritized list of fixes ranked by impact, not a 90-page document nobody reads.
Both. Most engagements start as a scoped audit or rebuild, then move to a monthly retainer for ongoing operations, QA, and quarterly reviews. You decide what makes sense after the first conversation.
Marketo is the core, alongside Salesforce, Microsoft Dynamics, 6sense, HubSpot, Salesloft, and Workato. The common thread is the operating layer that connects them — lifecycle, routing, sync, and reporting.
Yes. Most of the work is done with an in-house team, not around it. I document what I build and train your operators so the system holds up after the engagement ends.
Yes. Engagements run remotely from Plano, Texas, working across your existing tools and meeting cadence.
A 30-minute conversation to scope the problem and decide whether KRS is the right operator for it. No deck required. From there, a written scope and timeline.
Need a Marketo system that can survive real pipeline pressure?
Two paths, depending on what you need. Both start with the same first conversation.
Talk through your system
Audit, rebuild, or retainer. Initial 30-minute conversation to scope the operating-layer problem and decide whether KRS is the right operator for it. No deck required.
Senior in-house opportunities
Open to senior in-house MarTech / RevOps leadership roles in enterprise B2B environments. Remote. Plano, TX based.