Marketing Ops Community

Head of Training and Certification

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 and speaker. Co-host of the Humans of Martech Podcast.

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.

Darrell Alfonso

Revenue leaders need both broad and deep data & insights to make better decisions.

Here are the 9 crucial reports that Chief Revenue Officers rely on to drive predictable, scalable growth—and how to turn insights into action.

1️⃣ Revenue & Pipeline Forecast
Expected revenue is how much in sales you expect to make in a given time period, while pipeline is the dollar amount of open opportunities in the same time period.

2️⃣ Revenue Contribution Breakdown
This report breaks down the proportion of revenue from new business, renewals, and expansions, as well as the split between marketing-sourced and sales-sourced revenue.

3️⃣ Net Recurring Revenue Over Time
NRR tells you if you are growing steadily, or if customers are cancelling/churning so quickly that it impacts your total business growth.

4️⃣ Pipeline Analysis & Breakdown
Total pipeline is the sum of all opportunities in a given time period. Weighted pipeline is the dollar amount of the opportunities that have a high probability of closing. Healthy pipeline is the dollar amount of the minimum amount opportunities needed to close to hit revenue targets. 

5️⃣ Average Deal Size by Segment
This shows the mean sale price by customer bucket. 

6️⃣ Win Rate by Segment
Win rate is the percentage of deals you close versus lose in a given time period. This report shows win rate by various customer buckets.

7️⃣ Conversion Funnel Breakdown
 This visualizes lead progression through MQLs, SQLs, opportunities, and closed-won deals. A significant drop-off at any stage signals inefficiencies in lead qualification, sales execution, or marketing and sales alignment.

8️⃣ Renewal Rate Over Time
This tracks renewal percentage trends throughout the year. A declining renewal rate highlights potential issues with customer satisfaction, competitive pressures, or pricing misalignment.

9️⃣ Revenue Efficiency Metrics
A low LTV:CAC ratio indicates inefficient acquisition costs. A declining demo-to-close rate suggests qualification or sales execution gaps. A longer average time to close points to deal cycle inefficiencies that slow revenue growth.

This is the foundation for revenue leadership that delivers results.

Which reports do you agree with? What would you add?

This diagram was created by me and the Revops genius, Jeff Ignacio.

Big thanks to the revenue leaders who gave us direction on this diagram - Connor Fee Multi-CRO, Tess Baldwin CRO at SixFifty, Robert Livada CRO, and Steven Dunston CRO at StackMoxie. 

NOTE: This initially started with more marketing-related reports, however, we only included the top 9 in this exercise.

Make sure to subscribe to our weekly newsletters to keep leveling up your knowledge, search RevOps Impact Newsletter on Google for Jeff’s newsletter, and The Marketing Operations Leader for my newsletter. 

#marketing #martech #marketingoperations #revops #CRO

Over a year ago, I predicted the future of ops would be conversational. 

I knew the large marketing automation players wouldn't be able to do it. 

But I knew someone else would. 

I was invited to beta-test Knak's AI campaign creation capabilities, and my take is: it's ready. 

William Gibson said, "The future is already here, it's just not evenly distributed." 

And that's what I think about marketing. The future is already here, but not everyone is taking advantage of it.

Make sure to attend Knak's AI campaign creation launch event this week. Details in the comments via Nick Donaldson

#marketing #martech #marketingoperations #ai

Brand partnership • VP of Marketing Ops and Martech, Speaker

Sorry late notice everyone! 

We have an amazing marketing ops town hall where we'll dive into practical AI use cases for marketing ops. 

We'll have Lindsay Rothlisberger, Jomar Ebalida, Mike Rizzo and myself cover some awesome use cases, and we'll also open it up to the group to share what they've learned. 

See you all there, link in the comments to sign up to join us for free.

#marketing #martech #marketingoperations #ai

Goodwin

Built and manage a best in class Marketing Technology team that supports Marketing, Events, and Client Development efforts. Report directly to Chief Communications Officer and manage a team of 16 individual. The teams that report into me includes our Website team, CRM team, Operations team, Email team, and Solution Architect team. 

The teams are in charge of providing best practices on how to use the digital channels, measuring performance within each channel and providing guidance to requesters on how to optimize engagement with the channel and execute request for materials to be produced in the channels. 

These amazing team members and I have executed on several key projects that include Goodwin CRM Migration (from Interaction to MS Dynamics), Contact creation automation (Introhive and ZoomInfo integrations to MS Dynamics), Website redesign and update, Overhaul of Financial Planning processes, expense management, and expense reporting, as well as establish marketing department wide analytic dashboards, update to Event Management technology and more. 

Of these projects our website redesign was recognized as a finalist for the 2023 Webbie award, Winner of the Silver W3 award, and the CRM migration project was a finalist for the 2023 Gartner  Marketing and Communications Awards in the Innovation in Marketing and Communication Technology category.

Director of Marketing Technology and Operations

Built the procedures and processes for marketing leads to work with the Marketing Operations team. Managed the marketing operations team. Improved team efficiency taking on double the request while keeping headcount level.

Lead digital marketing transformation with implementation of the Marketing Automation Platform across all business units at the organization. Worked closely with business unit leads to build good customer experiences across digital platforms, consult on best practices for demand generation and onboarding experiences. Demonstrated change management with improvements of MAP to CRM platforms for Commercial B2B division. Laid the foundation for attribution reporting for all digital media channels for all business divisions. 

Architecture solutions for lead generation and analytic technology solutions.  

-Launched automation for branch retail customers
-Introduced methods to identify prospects, convert them to known leads, and build towards customer conversion
-Worked closely with colleagues on measurement and insights from email, event, and lead generation marketing programs.
-Lead the automation programming to help programmatically hand off marketing leads to sales.
- Leveraged tools to decentralize marketing communications tools which allowed sales teams to use Marketing created content as they needed with no interaction with Marketing Operations team.
- Provided Quarterly Readouts of Email performance, database health, and areas of improvement for the email channel.

Vice President of Marketing Operations

Memorial Sloan Kettering Cancer Center

Managed the marketing operations team at Memorial Sloan Kettering Cancer Center,  oversaw implementation of Salesforce Marketing Cloud improving email communications by creating a uniform communication style, and getting a better understanding of newsletter subscribers. Senior leader within the CRM team which on-boards new groups from MSK onto the Service Cloud/Marketing Cloud System.  

-Managed the Salesforce Marketing Cloud for MSK communications
-Oversaw email production of monthly newsletter and event marketing
-Cleaned up newsletter subscriber list resulting in an average 43% unique open rate
-Partnered with communication owners on newsletter/customer acquisition strategy
-Analyzed email performance and provide suggestions to increase content engagement
-Partnered with Salesforce Admins on new Apps within Salesforce Lightning, including data structure, user roles/permissions, objects, and reports 
-Led CRM team to meet HIPAA, CAN-SPAM, CASL, and GDPR compliances

Director Of Marketing Operations

Ela Bean Marketing

Strategic marketing consultancy, providing clients with marketing and marketing automation services. 

Using my extensive marketing experience, I work with clients to build marketing programs which provide positive returns. 

Marketing services include:
- Building Content Strategy
- Social Media Plan/Execution
- Digital Advertising
- Email Marketing
- Lead Generation


Specialized Marketo skills include:
- Migrate Marketo Instance
- Implementing Marketo 
- Building Workspaces and Lead Partitions
- Developing Revenue Models
- Training companies on how to use Revenue Explorer
- Developing Nurture programs

Client Industry include:
 - SaaS
 - AdTech
 - Publishing

Principal Consultant

Romanoff Consulting

RC Solutions works across industries and continents and specializes in quickly deciphering clients' business model to deliver successful solutions (including strategy and technologies or tools) to help our clients achieve their business goals. Specialist assisting organizations in the Media, Publishing, Training and Consumer industries with their Marketing Automation Needs. 

- Assisted clients with getting the most out of their marketing automation investment. 
- Worked closely with CEO on business development, scoping potential client engagements, presenting business proposals to clients. 
- Partner with Marketo to cross-sell to the media/publishing industry, providing the sales team unique insight into how to build Marketo for Publishers.

Senior Consultant

CFO Publishing

CFO publishing was a business to business media organization connects senior finance executives with advertisers through niche news outlets, content creation services, lead generation services, events, and marketing research. CFO was owned by a Private Equity group (Seguin Partners) along with Innovation Enterprise. In 2016 both organizations were sold to Argyle Group.

Vice President Marketing

Director of Audience Development and Marketing

Reputation Institute

Marketing Manager, Knowledge Products

New York Institute of Finance

Chemical Week/Access Intelligence

Conference Marketing Coordinator

TBWA\Chiat\Day

Broadcast Production Group Assistant

Transformational leader with a proven track record of driving significant organizational improvements and cost savings. Expert in consolidating systems, optimizing processes, and enhancing data accuracy through strategic automation.

Key Achievements:

•Reduced CRM operational costs by discontinuing redundant systems and automating data management, saving thousands annually.

•Implemented effective change management strategies, enhancing team efficiency and technology adoption.

•Spearheaded the transition to a new Marketing Automation Platform, resulting in streamlined processes and improved data integrity.

•Enhanced budget and expense management during a period of rapid company growth, ensuring strategic financial oversight and control.

PROFESSIONAL SKILLS: CRM consolidation | Marketing Automation implementations | process automation | data management | change management | budget optimization | business operation improvements | and change management.

DOMAIN KNOWLEDGE: B2B | B2B2C | Banking | Financial Services | Health Care | Enterprise

Danielle Balestra

In a season packed with holiday parties, 40+ marketing and revenue ops professionals chose to spend last night doing what we do best: connecting, sharing, and lifting each other up. That says everything about the Marketing Ops Community. 

There was food, drinks, speakers, and letters to our future selves. 

It was great getting to meet and speak with new connections. Debony Burrowes, Kinear Y., Christina Wu, 🌱 Kathryn Castle

I hope everyone had a great time, and I look forward to connecting again soon.

We will be announcing our January NYC Marketing Ops Pro event shortly.

Senior Marketing Technologist Executive | Banking | Finance | Private Equity

Today Scott Brinker and Frans Riemersma shared their Martech for 2026 report. During the webinar, they discussed AI, the tech market landscape, and challenges with adoption. 

The last section was about being a Change Agent, and they shared that they think the Marketing Operations role went through three stages. This new stage is focused mainly on Strategy and Data. 

How are you setting up your Marketing Ops team to be strategic leaders?

Martech Analyst & Advisor | Ex-HubSpot VP Platform Ecosystem | “Godfather of Martech” – AdAge

It's here! The full, ungated 127-page "Martech for 2026" report. 🙌 

No form to fill. No "leave a comment" arm twisting. You can read or download the full PDF directly from this post. If you WANT to like, repost, or leave a comment, it would be greatly appreciated 🙏  — but not required.

There are 7 major subjects we cover to prepare you for 2026:

1️⃣ The hype-free reality of SaaS & AI in martech
2️⃣ 3 types of AI agents in marketing (only one is disruptive)
3️⃣ Context engineering in marketing & data sources in use
4️⃣ A spectrum of deterministic & non-deterministic automation
5️⃣ Practical application of "vibe coding" in marketing
6️⃣ "The Factory" vs. "The Laboratory" in martech management
7️⃣ Value engineering > GTM engineering in Marketing Ops 3.0

It includes all the latest data from our AI & Data in Marketing survey conducted a couple of months ago. No techno-jargon. Just plain language explanations and helpful visual illustrations.

For a report of this depth and rigor, we could easily charge $1,000 or more. Instead, we worked with 7 sponsors to support the months of work we spent on this to be able to share it with you at no cost.

Our sponsors had no input or review of our editorial content — they just saw the report for the first time yesterday. Instead, we conducted a series of interviews with leaders from each of them to dig into their perspective on these subjects, which we included as separate chapters in the report:

GrowthLoop  Mind the Gap: Why AI Success Starts with Data
Hightouch  AI Agents and the Future of Marketing Workflows
Intuit Mailchimp  AI and the Mid-Market Marketing Revolution
MetaRouter  AI and the First-Mile in Digital Experiences
Progress  The Human Dimensions of AI in Martech
SAS  With AI, More Is Not Better — Better Is Better
Treasure Data  The Future of AI and CDPs in Marketing

Frans and I learned a ton working on this. We hope it's genuinely useful for you, and we'd love to hear any feedback you have for us. ❤️ 

#martech #marketing #AI

Martech for 2026 Report

Thank you, Michael Fan, for inviting me to attend today's WOW NYC Workato event. I walked away with so much new knowledge of the Workato product, as well as best practices from IT leaders building agents.

IT leaders shared that we have flipped the script from purchasing software with a clear intention to purchasing software with no clear use case. 

They also emphasized the importance of building agents with intention. While IT leaders are encouraging business groups to automate, the cost of LLMs is not cheap, as they are based on a consumption model. To help business groups think through their approach more strategically, leaders recommended creating a job description for your agent and measuring its impact against KPIs to ensure it meets expectations. Workato demonstrated how they built their agents using this exact approach.

taplio

The Battle

Darrell Alfonso

Danielle Balestra

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Performance ScoreDarrell Alfonso's LinkedIn Performance

Performance ScoreDanielle Balestra's LinkedIn Performance

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taplio

The Battle

Darrell Alfonso

Danielle Balestra

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Darrell Alfonso's LinkedIn Performance

Performance ScoreDanielle Balestra's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreDarrell Alfonso's LinkedIn Performance