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

Helplink Mental Health CLG

Helplink Mental Health’s mission is to provide accessible, free, or low-cost mental health services locally, nationally and internationally, 7 days a week.

Member Board of Directors

Centripetal

Centripetal operationalises threat intelligence, shielding businesses from globally identified cyber threats.

In my capacity as the Head of Marketing Operations at Centripetal, I lay the foundation for the company's comprehensive marketing efforts, especially during a pivotal growth phase as we venture into new markets. With many ongoing 'firsts' and a commitment to scaling efficiently, my role often extends beyond its traditional scope. 

As Centripetal grows, my focus remains on driving lean and effective marketing operations that not only serve our immediate needs but also set us up for sustained success in the future.

Head of Marketing Operations

European SharePoint, Office 365 & Azure Conference

Leading the marketing team and strategic marketing efforts. Overseeing the successful implementation of the marketing plan across campaigns, events marketing, brand, content marketing, digital and related marketing initiatives.

Marketing Lead

Genesys

• Owning and driving strategic marketing initiatives within the AI product area at Genesys. 
• Act as storyteller and evangelist. 
• Specialize in industry-specific product marketing for our AI solutions, including; Predictive Engagement and Predictive Routing. 
• Other responsibilities include; the creation of sales enablement & internal awareness materials, the planning & management of ‘Go To Market’ product launches, continuous knowledge of competitive intelligence, and finally, to drive internal motivations & incentives targeted at our AE’s, SE’s, and LDRs. To ensure product benefits are top of mind & approachable for sales teams to promote.

Global Product Marketing Director

Genesys®, acquired Altocloud in February 2018. Genesys®, the global leader in omnichannel customer experience and contact center solutions, has completed the acquisition of privately held Altocloud Ltd., an industry leading cloud-based customer journey analytics provider.

Head of Digital Marketing, AI Group

Altocloud | Acquired by Genesys

In February 2017, Altocloud was successfully acquired by Genesys. 

Altocloud is an Integrator Partner, focused on using Customer Journey Analytics to drive intelligent engagement according to personas, behaviors, and predictions. 

The Role included: 

- Research, development & launch of Altocloud 2.0 branding; 
- Creation, execution, and management of the organizations Digital Marketing Plan; 
- Implementation & management of Altocloud's Content Marketing Strategy; 
- Email Marketing/Marketing Optimisation; 
- Pay Per Click/Display Advertising i.e. LinkedIn, Twitter, Facebook; 
- Community Management i.e. Quora, LinkedIn Partner Groups & more; 
- Website Optimization; 
- Weekly, Monthly & Quarterly Reporting, including long & short term KPIs (Key Performance Indicators). 
- Event Management, both online and offline.

Head of Digital Marketing

Online Marketing in Galway (OMiG)

A digital marketing focused network, set up for professionals, businesses, and academics in Galway. The aim of the network is to share best practices, ask questions and more importantly network. The goal is to create a knowledge sharing space in Galway, to assist all attendees, volunteers etc with the fast pace changes that occur within the digital and tech space. 

In April 2013,  for OMIG, I gratefully recieved 'The Outstanding Young Person of the Year Award'- JCI Galway (Voluntary Leadership).

Founder

Limerick Institute of Technology

In December 2015, I sat on the external interview panel for two new Marketing Lecturer positions in Limerick IT. 

The purpose of my external role within the interview is to ensure that the lectures bring an industry element within their teaching, into the lecture halls.

External Interview Panel: Digital Marketing Lecturing (additional contract role)

Athlone Institute of Technology

In June 2015, I sat on the external review panel for the new courses Higher Diploma in Science in Data Analytics (one-year, full time programme) Level 8 and Bachelor of Business (Hons) in Digital Marketing Level 8 (one-year, full-time programme). 

The purpose of the evaluation exercise is to examine the total design and proposed implementation of the programme with particular reference to its aims and learning outcomes, subject content, facilities required, and staff deployment.

External Review Panel: Programme Validation: Digital Marketing Degree (additional contract role)

IMS Marketing

During my time at IMS Marketing I was responsible for the planning and digital marketing strategy at IMS Marketing, this involved creating a agency wide process for our clients and their digital marketing projects. This includes but is not limited to; 

• SEO, PPC, and website optimisation, 
• E-mail marketing, inbound/content marketing. 
• Social media management, 
• Monthly KPIs, 
• eBusiness Training i.e. SEO, content marketing, social media, google adwords, google analytics, LinkedIn, wordpress and more. 
• Campaign and project management across multiple on-line channels – email, social media, search and more.

Digital Marketing Manager

Enerit Ltd

Promoted from Senior Digital Marketing Executive, as Marketing Manager at Enerit my main duties involved the management and development of a online strategy to create awareness throughout international markets. 

Main Responsibilities included: 

• Generating leads through the internet using different online mediums and techniques e.g. Company website, Linkedin,Twitter, and You Tube. 
•  Creating online marketing strategies to service and enter different global markets.
• Commissioning and preparing a brief for a new site for www.Enerit.com, also organising new demo videos that will be included in the new website for improved engagement. 
•  Introduction of new sales and marketing tools; Salesforce (CRM), GoToMeeting and Microsoft Outlook. 
•  Developed an effective Thought Leadership Strategy with the objective of providing useful content to clients and potential clients through the mediums listed above. 
•  Managing and planning day to day duties of the Marketing teams junior staff. 
•  In depth reporting parallel to sales forecasting for each quarter. 

During my time in Enerit I successfully implemented a new social media platform, introduced  weekly marketing meetings and monthly metrics meetings. YoY the website traffic and increased by 250% and the quality of the leads vastly improved.

Head of Marketing Ops @ Centripetal | Scaling for Growth | Board Member @ Helplink |

Top 100 CMO - Business & Finance 2020 & 21. Maricka is a technical marketing leader at Centripetal, Board Member at Helplink, an ex-Googler, and a technology enthusiast specialising in B2B Marketing. 

With 16 years of professional marketing experience, Maricka led the marketing team at QualTech - ESPC; prior, Maricka spent almost six years at Genesys and Altocloud (acquired by Genesys in 2017). Here, Maricka spent two years as the Global Product Marketing Director of AI at Genesys (2018+). During this time, Maricka championed market research and customer feedback to create a Go-To-Marketing Strategy and related product messaging.

Ahead of this, Maricka was Head of Digital Marketing at Altocloud (acquired by Genesys in 2018). This is where Maricka’s passion lies, i.e. Digital Marketing and optimising the buyer journey.

Part of Maricka’s roles involved nurturing prospective buyers online, converting website visitors into; Marketing Qualified Leads to Sales Qualified Leads and eventually a ‘sale’. This consists of identifying and agreeing to Key Performance Indicators (KPIs) with the leadership team and creating a marketing strategy to meet objectives. 

Maricka held positions with; a boutique advertising agency - Atomic, B2B Marketing Agency - IMS Marketing, a Software Company - Enerit, and Google’s European Headquarters, Dublin.

To date, Maricka has worked with well-known to lesser-known companies and brands; including; start-ups, Enerit and Altocloud, and more widely known brands, including; GlaxoSmithKline, PaddyPower, Ladbrokes, Netflix, Unilever, Fine Gael, and others.

Social Entrepreneurship wise, Maricka is the founder of Online Marketing in Galway (OMIG), a network for the business community in the West of Ireland.

In 2013 Maricka was awarded the JCI Galway ’The Outstanding Young Person of the Year Award’ for her voluntary work with OMiG. Here she was recognised for the extensive work put into OMiG voluntarily.

Events included; monthly meetups, the OMIG Summit, and the OMiG Awards. These were a great success and offered an excellent hands-on experience to volunteers, including Maricka herself.

Maricka has also sat with two academic boards, including; Athlone IT for approval of the new Digital Marketing and Data Analytics module & Limerick IT for an interview panel to recruit a new marketing lecturer.

Maricka's marketing specialities lie within the B2B sector for ICTs & SaaS-based models.

Focus areas and specialities include; Digital Marketing, Web Analytics, Tech Marketing, Digital Technology, Brand Marketing, Product Marketing, AI, & CX.

taplio

The Battle

Darrell Alfonso

Maricka Burke-Keogh

Followers

Posts

Engagements

Likes

Performance ScoreDarrell Alfonso's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Darrell Alfonso

Maricka Burke-Keogh

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

Ready to grow your LinkedIn presence?

Performance ScoreDarrell Alfonso's LinkedIn Performance