Indeed.com

Director of Marketing Strategy and Operations

MarTech Alliance

I am the lead instructor for a brand new 8 week course on all things Marketing Operations! Visit Martech Alliance online for more details.

Course Instructor

Amazon Web Services (AWS)

Global Marketing Operations Leader

Hitwise

Leads the marketing and demand generation teams in the Americas and APAC. 

- Oversee the planning and direction of marketing programs
- Partner and support sales to execute strategy for winning clients and upselling existing clients
- Report on key business metrics, campaign results, and drive optimization
- Development of Marketing ROI reporting and analytics 
- Lead nurturing, drip campaigns, lead scoring, sales and marketing alignment
- Oversees sponsorships, paid advertising, and online media spend
- Development and execution of campaigns across paid search and social, online advertising, webinars, events and content marketing
- Marketing automation and Salesforce implementation

Director, Global Marketing

American Marketing Association

Leads content marketing and communications strategy across all channels. 

Oversees communications and social media teams.

Manages writers and content producers for blogs, eBooks, and advertisements.

Director Of Communications

Leaf Group

Responsible for marketing and demand generation programs including marketing automation, lead nurturing, email marketing, messaging, sales enablement, and alignment across paid, content marketing, and event marketing programs. 

Leads and manages team of demand generation professionals.

Passionately implementing unified Marketo, Salesforce, Facebook Advertising and content marketing B2B programs. Marketo Certified Expert.

- Database Hygiene 
- Database Migration 
- De-duplication 
- Data Standardization and Data Normalization

Senior Marketing Manager

Trumpia

Drove 500% growth of new marketing platform through partner marketing and relentless adoption programs for AT&T Mobility’s 1,500+ business sales force. 

Established webinar lead generation program accounting for over 80% of marketing qualified leads 
Instrumental in product marketing, pricing, packaging, business development and go-to-market strategies. 

Online marketing including Google analytics, website and landing page optimization, marketing automation using Pardot, email marketing, collateral development and copywriting. 

Led event marketing team to successfully execute AT&T new product roadshow and events in 15 major US markets.

Digital Marketing 
Marketing Automation 
Google Analytics and Adwords 
Product Marketing
Customer Marketing 
Channel Marketing

Marketing Manager

Independent

Small business marketing consulting including: 

Digital Marketing 
Email Marketing 
Marketing Automation 
Social Media Marketing 
Online Marketing 
Website Design 
SEO/SEM

Marketing Consultant

Director of Marketing Strategy & Operations | Martech Leader | Speaker

Author, Marketing Leader, Keynote Speaker. 

Subscribe to the Marketing Operations Leader newsletter for MOPs strategies and insights every week: https://darrellalfonso.substack.com/

Highlights: 
- Ranked as one of the Top Marketers in the US by Propolis 2022
- Named one of the "Top Martech Marketers to Follow" 2020 by Martech Alliance 
- Keynote speaker for Martech Conference and Get Stacked B2B Marketing Conference 2021
- Awarded Fearless Marketer 2018 
- Marketo Champion 2018 and 2019 
- VP of Communications American Marketing Association - 2017-2019
- Marketo User Group Leader 2017-2019
- Leading Program Manager for Connect@Amazon (35,000 member Amazon organization)
- Frequent Martech Speaker and Author 
- Marketo and Salesforce Certified 

Posts are my own and do not reflect the views of my current or former employers.

Tech stacks look different based on company stage. 

I've created this guide for you, but keep in mind: 
- This is a sample guide, not instructions, and it's not comprehensive 
- Many tools can be used at any of the stages
- Tools at later stages aren't necessarily better, but they are typically more expensive
- I chose the tools here to show variety, not to show which tools are best 

Here is the framework:
✅ Scrappy ($1M–$9M ARR)
 ✅ Connected ($10M–$99M ARR)
 ✅ Scaled ($100M–$999M ARR)
 ✅ Enterprise-Grade ($1B+ ARR)

How to use this graphic:
Find where your company is today based on ARR.
Check which types of tools are commonly adopted at your stage.
Consider any tools where you have gaps - use genAI and ask for competitive tools and compare
Look ahead one stage to start planning what you'll need next.

This should help you make smarter, faster decisions about what areas to focus on — and where you can wait.

What do you think of this table? What would you change if you could? What do you think should be different? 

PS: I'm writing more about this in my weekly newsletter. Subscribe for free to keep leveling up your knowledge: https://lnkd.in/g_3YC7BZ

#marketing #martech #marketingoperations #revops #gtm

Darrell Alfonso

Jonathan Vaz, CSM®

The right growth strategies can change the trajectory of your business.

And it all starts with measuring the right metrics. Big thanks to Scott Laird, VP of Marketing & Ops and Nicole Gates, VP of Growth Marketing for their amazing guidance on this diagram! 

Here are the 8 core reports that every VP of Growth Marketing should use to track performance, identify bottlenecks, and drive sustainable growth.

1️⃣ CAC by Channel
This report shows the customer acquisition cost (CAC) for each marketing channel. It helps you understand which channels are the most efficient and where acquisition is most expensive.

2️⃣ Paid Channel Performance
This report breaks down pipeline and revenue generated from each paid channel. It helps you assess which channels deliver results and where budget should be adjusted.

3️⃣ Marketing ROI Metrics
This report summarizes key efficiency metrics like LTV:CAC, pipeline coverage ratio, demo-to-close conversion rate, and average time to close. It helps you evaluate how effectively marketing is turning investment into revenue.

4️⃣ Customer Lifetime Value by Segment
This report shows the average lifetime value of customers by segment (e.g., SMB, Mid-Market, Enterprise). It helps prioritize high-value segments for targeting and retention.

5️⃣ Lifecycle Funnel Performance
This report tracks lead progression through each stage of the funnel—from awareness to expansion. It helps identify where prospects are dropping off and where conversion rates can be improved.

6️⃣ Growth Loop Diagnostics
This report visualizes how users move through your core growth loop (e.g., sign-up → activate → refer → return). It helps identify breakdowns in the loop and opportunities to improve retention and referrals.

7️⃣ Product Activation Metrics
This report shows how users progress through onboarding steps. It helps highlight friction points in the activation process and where users stop engaging.

8️⃣ Growth Experiment Velocity
This report tracks how many growth experiments are being run over time. It helps monitor the momentum of testing and whether the team is building a strong experimentation culture.

These reports provide a complete picture of how marketing is performing—from acquisition to retention—and help you make smarter decisions.

Which reports do you find most useful? What would you recommend changing or adding? 

PS: I’m writing more about this in my weekly newsletter, search “The Marketing Operations Leader” on Google and subscribe for free to keep leveling up your knowledge.

#marketing #martech #marketingoperations #growth

GTM leaders need clear and accurate data to make smart decisions. 

Here are the six essential reports that every GTM leader should use to align teams, accelerate revenue, and drive operational clarity (Big thanks to the Revlitix team and everyone who helped build this out!):

1️⃣ Executive Scorecard
This report gives a high-level snapshot of Marketing, Sales, Revenue, and Retention performance vs. goal. It helps identify what’s working, what’s behind, and where to focus.

2️⃣ Pipeline Forecast Chart
This report shows current value and future projections with confidence bands. It helps leaders plan ahead for hiring, budget, and goal-setting based on real pipeline data.

3️⃣ Marketing Bowtie Funnel
This report visualizes the full customer journey—from Lead to Expand. It helps spot funnel leaks, align cross-functional teams, and improve conversion rates across stages.

4️⃣ SDR Activity Report
This report tracks outreach volume, reply rates, and demos booked by the team. It helps you understand where top-of-funnel activity is converting or falling flat.

5️⃣ Trend: Demos to Deals
This report shows the relationship between demos and deals month over month. It helps you spot changes in conversion trends early and take action before they impact revenue.

6️⃣ Marketing Revenue by Source
This report shows which channels are actually driving revenue, not just leads. It helps guide budget decisions and double down on what’s truly working.
These reports help teams move faster, stay aligned, and make smarter, data-informed decisions.

What would you add or change? Which reports do you find most helpful?

This post is brought to you by my partners at Revlitix! The great news? Revlitix helps automate and visualize all these reports in real time. Give them a try at https://lnkd.in/gx97NA8s Via Madhu Puranik.

#marketing #martech #marketingoperations #revops

Brand partnership • Director of Marketing Strategy & Operations | Martech Leader | Speaker

Data is core to everything we do now. 

But the concepts can be pretty confusing.

Here’s a simplified breakdown of key modern data concepts GTM teams use today.

🔷 Zero-Copy Data/Data Sharing
Tools access the data warehouse directly—no duplicating, no syncing nightmares.

Breakdown: Standard tech stacks typically involve multiple copies of your database for CRM, MAP, reporting, and other purposes. If tools can access the central data warehouse directly and use that as their database, then there are “zero copies.” Imagine the difference between exchanging multiple word docs versus collaborating on Google Docs.

🔷 Warehouse-Native Processing
Logic and data transformations happen inside the warehouse.

Breakdown: Let’s say you want to target new users and former users of your product. You’d have to wait for data to come from your warehouse and other sources into your email tool, and then you can build a list (and it might already be out of date). A warehouse-native approach would be to build the list directly in the data warehouse and push to your email tool in real-time (faster, cleaner, more accurate).

Examples: Reverse ETL, dbt, AI agents, or analytics tools working directly in BigQuery, Redshift, Databricks, etc.

🔷 Reverse ETL
Data is pushed from the warehouse to your business tools, such as Salesforce, Hubspot, Tableau, etc.

Breakdown: When you take all the data from your business tools and store it in a data warehouse, that’s called ETL (extract, transform, load). Doing the reverse of that is actually very different and sometimes challenging, we call it Reverse ETL. Imagine - it’s pretty straightforward to take all the files from 20 different offices and put them into one cabinet in a head office. But it’s a completely different job to take all files from one head office and distribute to 20 different offices and make sure everything is in the right cabinet. 

Example: Hightouch, Census, or GrowthLoop syncing updated segments into your CRM or MAP.

🔷 Composable Architecture
Modular systems where tools are loosely coupled and easily swapped.

Breakdown: If you use one platform for various functionality (email, forms, lead scoring, personalization) that is called monolithic. But what if you like the email but not the forms or the scoring? Picking separate tools/functionality and having them work effectively together is called composable. 

Does this diagram resonate with you? Which concepts do you like and which do you dislike? 

PS: I’m writing more about this in my weekly newsletter. Search “The Marketing Operations Leader” on Google and subscribe for free to keep leveling up your skills.

#marketing #martech #marketingoperations #data

Vendors love to say, “It’s on the roadmap.”

But here’s the problem:

 A roadmap isn’t a contract.

 It’s not a guarantee.

 It might never happen.

Some say it just to close the deal.

Great Martech doesn’t just sell you a dream.

It solves your immediate problems.

And it has a real roadmap that can grow with your future needs.

That’s what this image is about 👇
(It’s me as a Shark Tank judge, rejecting roadmap vaporware.)

I’ll be putting that energy into this live event:
 
MarTech Demo Speed Dating → check it out at tinyurl(dot)com/martechspotlight
 ✔️ Rapid-fire demos
 ✔️ Real-time evaluations
 ✔️ My tough questions (and no BS answers)

You’ll see which tools are ready now—and which ones are just selling slides.

Join us.

PS: We'll be joined by some of my fave Martech pros Phil Gamache, Jacqueline Freedman 🦋, and Justin Norris.

#marketing #martech #marketingoperations #marketingops #roadmap

Here’s a simple explanation of customer data platforms (CDPs) versus data warehouses. 

Ok, imagine a school with a big filing cabinet where all teachers store everything from their classes. That’s a data warehouse. Very important! 

But what if you want to send a note to a specific group of students based on the club that they are in? Very tough. 

What if you had a smart app that stores data about what clubs students are in, with their email address and phone number? That’s much easier. That is a CDP. 

CDPs make it easy to combine and standardize customer data and to activate it (message people). Data warehouses store data from all sources and all use cases, some of which are not relevant to customers or the customer experience. 

Can you do with just a data warehouse? Yes, but it takes some work. You could use data engineering to get most of the capabilities of the CDP. The better route is to use Reverse ETL platforms like High-Touch, Census, and GrowthLoop to access customer data within the data warehouse more easily and send it to activation platforms (like email, push, sms, etc) for messaging. 

Here’s the takeaway: 

Here’s the TL;DR:
▶️ CDP = ready-made for customer data
 • Unified profiles
 • Real-time activation
 • Built for marketers
 • But… less flexible and more expensive

💾 Data Warehouse = powerful, flexible, scalable
 • Can store anything
 • Built for analysis
 • Requires SQL + data engineering
 • But… not built for real-time marketing use
In reality, the best companies use both.
 👉 Warehouse = system of record
 👉 CDP = system of action

Hope this clears it up. Save and share with your team.

Do you find this helpful? How else would you explain the difference between 
CDPs and data warehouses? 

PS: I’m writing about this and other helpful topics in my weekly newsletter. Search “The Marketing Operations Leader” on Google and subscribe for free to keep leveling up your knowledge.

#marketing #martech #marketingoperations #cdp

Here are the marketing jobs that we predict are safe from AI:

Product Marketing 
Data Orchestrators 
Community Builders 
AI Implementation Experts 
Strategy Operations 
Change Management Professionals
Customer Marketers 

Here are the marketing jobs most at risk from AI:

Everything else.

Just kidding, to hear our predictions on jobs that AI will most likely take, listen to the latest Humans of Martech podcast episode where Phil Gamache and I break it down. 

Visit humansofmartech(dot)com, it’s the latest episode. 

What do you think? Which jobs are safe from AI? Which are not? 

#marketing #martech #marketingoperations #ai

The best marketing ops virtual event of the quarter is back! 

Join us to learn about the top marketing ops priorities of the future. 

We'll hear from top marketing ops professionals on what they are doing and how they are overcoming challenges. Via Thao Ngo 💜

Join us for free here: https://lnkd.in/gq7cWg3P

#marketing #martech #marketingoperations

I love this new book by MoEngage.

And it's a physical book! Here's what stood out to me when I read it:

 → Think playgrounds, not funnels. Customers bounce between channels. Your campaigns should meet them where they are.

 → Martech stacks must be designed for change. Don’t buy for today—build for tomorrow.

 → Tools, data, content—they only matter if they drive value. Period.
As someone leading marketing ops during a platform migration, this hit hard.

The book is a blueprint for anyone who wants to scale personalization, move faster, and keep their team aligned while everything shifts.

Worth a read. Pre-order your copy for FREE at TINYURL(DOT)COM/CEBOOK2025 or the link in the comments via Aditya Vempaty

#marketing #martech #marketingoperations 

#thecustomerengagementbook #lifecyclemarketing #adaptordie

book launch - the customer engagement handbook

This coming week! Come learn how marketing ops leaders across industries are adapting to change and prepping for future success. 

Join us for free here: https://lnkd.in/gq7cWg3P via Thao Ngo 💜

#marketing #martech #marketingoperations

What’s the hardest part about working in marketing today? 

Something else ? Tell us in the comments ! 

#marketing #martech #marketingoperations

What’s the hardest part about working in marketing today? 

If you don’t follow Moni Oloyede you are missing out ! 

Listen to this episode where we bring the humanity back into Martech. 

#marketing #martech #marketingoperations

Co-Founder @ Humans of Martech | Growth and Martech Advisor

Working in martech can be frustrating. Too many tools, not enough humans. Buying tools to solve problems. Tech debt. ROI obsession. Despite all that… Some people just can’t quit martech...

Meet Moni Oloyede. She started as a martech specialist but now she’s doing her best to run away from martech and focus on marketing strategy. But her company is called MO MarTech… deep down martech will always be a part of her.

In our conversation on Humans of Martech, Moni, Darrell and I covered:

• Why most tech stacks are stitched with duct tape and why that’s okay
• Why marketing attribution is a waste of time
• Why not all marketing activities require direct revenue contribution
• Job title inflation and why GTM engineer is just sales ops
• Find what you'd teach for free, then build your career around it

YouTube, Spotify and Apple links in the comments 👇

–
Thank you to our sponsors for supporting the podcast:

🎨 Knak: No-code email and landing page creator to build on-brand assets with an editor that anyone can use.
🦩 Census: Universal data layer that unifies & cleans data from all your sources and makes it available for any app and AI agent to use.
🦸 RevenueHero: B2B scheduling and routing product to instantly connect prospects with the right sales reps to drive qualified meetings.
📧 MoEngage: Customer engagement platform that executes cross-channel campaigns and automates personalized experiences based on behavior.

--

My top 3 takeaways:

💡Your marketing operations expertise gives you unique system-level insights nobody else possesses. Stop trying to escape this identity. 

💡Stop treating marketing measurement as an after-the-fact analysis problem. Define clear success metrics before launching anything.

💡New job titles like GTM engineering often mask consolidation of existing roles rather than true innovation.

Which skill is most underrated in marketing ops and revenue ops? 

Something else? Tell us in the comments! 

#marketing #martech #marketingoperations #revops

Which skill is most underrated in marketing ops and revenue ops? 

What's the biggest blocker sales and marketing teams face when it comes to better reporting? 

Something else? Tell us in the comments! 

#marketing #martech #marketingoperations #revops

What's the biggest blocker sales and marketing teams face when it comes to better reporting? 

Aside from referrals, which channel generates the best quality leads? 

Something else? Tell us in the comments! 

#marketing #martech #marketingoperations #revops

Aside from referrals, which channel generates the best quality leads? 

Taplio

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