Senior marketing automation leadership with hands-on GTM systems depth.

Professional biography

Vadim Koenen has spent more than a decade building, fixing, and operating the marketing systems that B2B revenue teams rely on. His background spans marketing automation, demand generation, sales handoff, lifecycle strategy, data operations, and cross-functional execution across marketing, sales, IT, and analytics.

He is a 2X Marketo Certified Expert with experience across Marketo, Salesforce, Microsoft Dynamics, 6sense, Salesloft, Google Analytics, Tableau, Workfront-style project systems, webinar platforms, and the operational processes that connect those tools into a working revenue engine.

At the senior manager level, Vadim has led global marketing automation work, campaign operations, data quality initiatives, ABM infrastructure, and platform optimization. His work emphasizes systems that are not only technically correct, but usable by the people who have to launch campaigns, interpret reporting, and act on buyer signals every day.

How Vadim Koenen works

The core operating belief is simple: the GTM stack should reduce friction, not create it. That means lead lifecycle logic should be explainable, scoring should be measurable, ABM segments should be tied to clear actions, sync rules should be documented, and reporting should show what teams can actually improve.

• Audit before adding tools. Most GTM problems are architecture and process problems first.
• Build for adoption. A system that teams cannot understand will decay quickly.
• Document the logic. Campaign operations should not depend on tribal knowledge.
• Use AI carefully. Automation is valuable when it accelerates controlled work such as QA, data hygiene, documentation, and repeatable production tasks.

Where he is strongest

Vadim is strongest in messy, high-context environments where marketing needs technical execution, commercial judgment, and a path from diagnosis to measurable improvement. Typical projects include Marketo rebuilds, campaign factory improvements, lifecycle and scoring modernization, 6sense activation, sales handoff logic, attribution troubleshooting, and RevOps workflow design.