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

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

NEON Triforce

NEON Triforce exists for B2B scale-ups who have outgrown “heroic selling” and gut-feel dashboards – but don’t yet have a strategic RevOps engine to match their ambitions.

I work as a Fractional VP of RevOps for companies roughly between €15–150M who have grown quickly in headcount and revenue, and now feel the drag of complexity: more tools, more meetings, more initiatives… and less clarity.

Together, we install the Lean Revenue Factory:

– Four-capability scan – We score customer value from insights, revenue generation efficiency, enablement (people, tech, AI, data, ecosystem), and governance & execution from Level 1–4. This shows where the real constraint is and what “good” would look like in your business.

– One-page strategy – We put your 3–5 year goals, this year’s targets, the strategic programs, and accountable owners with KPIs on a single page that everyone can see and use.

– Revenue Insights Room – We design a single visual space where your leadership team lives with the same numbers every week: revenue metrics, funnel, customer signals, experiments and key risks.

– Operating cadence – We streamline your existing meetings into a quarterly, monthly and weekly rhythm that replaces status updates with decisions, experiments and follow-through.

My aim is not to camp inside your organisation. In 90 days we build and run the first version of the engine together, and then I coach your RevOps lead and GTM leadership so they can own and improve the system without me.

Typical results: clearer trade-offs, fewer zombie initiatives & meetings, and a revenue engine that finally feels like it matches the ambition in your board deck.

Founder

Winning by Design

The Winning by Design Ambassador Program is a tight knit community of like-minded GTM leaders, who embrace scientific, sustainable revenue growth at SaaS & Technology businesses.

We have mastered and apply the 6 models of Revenue Architecture to create profitable and fast scaling organizations.

Ambassador

Pavilion

Executive Member

I speak at events and guest on podcasts about applied innovation, digital strategy, marketing technology/operations, and more.

- MarTech World Forum London 2024
- Humans of MarTech 2024
- Ops Cast 2024 (5th most listened-to episode of the year!)
- IoT Tech Expo 2021
- Emerce 2019
- Live Webinar on Lean Startup 2015
- HR Top 100 2015
- Career Expo 2015

Public Speaker/Podcast guest

RevGenius

RevGenius is a group of revenue generating sales and marketing professionals brought together to learn, share, support, and grow with each other. You can consider us your alt work family!

Member

The Martech Weekly

Responsible for the agenda, speakers, and content for the Martech World Forum London 2024.

After a great event, we loved working together, so I stayed on to advise the Martech Weekly on new business and services development.

Content Lead Europe & Strategic Advisor

Feenstra

At Feenstra, I am working on a pivotal transition towards customer-centric sales and service delivery through the strategic selection, implementation, and utilization of novel Sales Tooling and Digital Experience Platform (DXP).

GTM Architect (via Conclusion)

Conclusion Consulting

As a GTM Operations Consultant at Conclusion Consulting, my mission is to devise and implement powerful strategies tailored to our clients' specific needs in their transformations.

Operating within a robust ecosystem of over 27 specialized companies, I foster interconnectedness and push the boundaries of innovation, utilizing technology to sculpt memorable customer journeys. 

At Conclusion Consulting, we redefine business futures through technology, and my goal is to ensure these futures are customer-centric, digitally optimized, and truly impactful.

GTM Operations Consultant

PostNL

In my role as Senior Program Manager Digital Transformation I worked directly with the CDO on the realization of PostNL's Digital strategy. As part of my activities I
• Directly managed the Digital portfolio (~25M) as portfolio manager for all Digital initiatives within PostNL (SAFE). This included new business models, consumer channels (app, website), consumer services, consumer data initiatives and customer journeys. 
• Challenged and coached product owners on solution direction, IT estimations, costs, benefits, expected NPS impact and more. This resulted in increased benefits and overall value of digital initiatives.
• Managed the Digital BU yearly strategic plan.
• Managed and collaborated in company wide strategic programs like Digital platform competitor scan, Digital vision, companywide IT roadmap prioritization, Digital Customer transformation and Customer Data Platform (CDP) in both B2B and B2C sphere.
• Built and managed relations with the Digital MT and other directors to facilitate the Digital strategy implementation.

Senior Program Manager Digital Transformation

Sia Partners

Within Sia Partners I was P&L responsible for the Marketing Technology unit and directly managed a team of Marketing Technology consultants (manager - junior). As manager Marketing Technology I sold and managed engagements including: 
• Digital marketing capability map and maturity assessment.
• Redesign of a marketing technology stack.
• Selection and global rollouts of new digital marketing platforms (CDP & DAM).
• Established a strategic personalization program.
Clients included: global shipbuilding, sportswear brand, FMCG and pharmaceutical companies.

Manager and practice lead Marketing Technology

Acquire and expand customers quicker, cheaper, and for longer | Coaches B2B scale-ups scale more efficiently and effectively through proven frameworks | Organizing the MarTech World Forum London 2024

If your board or investors ask simple revenue questions and three people disappear into Excel, you’re who I work with.

I help €15–150M B2B scale-ups build a strategic RevOps engine, the Lean Revenue Factory, so they can execute ambitious growth plans in 90 days without a reorg or hiring a full-time VP RevOps.

We always start the same way:
we run a 4-capability maturity scan, so we know where the real constraint is before we touch anything else:

1️⃣ Customer value from insights – how well you turn real customer insights into an improved experience.
2️⃣ Revenue generation efficiency – which motions actually make money, and where the funnel is leaking.
3️⃣ Enablement – people, tech, AI, data, and ecosystem as levers instead of friction.
4️⃣ Governance & execution – how fast you can refocus work when markets change.

Once we can see where you’re strong and where you’re stuck, we turn that insight into action through three simple structures:

One-page Strategy – your 3–5 year goals, this year’s targets, the key programs, and clear owners with KPIs for each.

One Revenue Insights Room – a single visual space where you see core revenue metrics, funnel, customer insights, experiments, and key risks.

One Operating Cadence – a lean rhythm of quarterly, monthly, and weekly meetings that replaces status calls with data-driven decisions and follow-through.

The capabilities tell us what to fix first.
The one-page strategy, Revenue Room, and cadence are how we actually fix it and keep it running.

I’m Rutger Katz, Fractional VP of RevOps. For 15+ years I’ve helped B2B and technology companies turn growth strategies and scattered data into shipped changes that show up in pipeline, win rates, and NRR – not just in slide decks.

The companies I work with are in the “messy middle”: past product–market fit, growing fast, and feeling the drag of complexity. 
They usually have a working sales & marketing engine (often after a funding round), lots of parallel initiatives, and low confidence that strategy, metrics, and weekly execution are truly in sync.

When the Lean Revenue Factory is in place, the result is simple:
- Clean, defensible numbers in front of your board and investors
- Clarity on where the pipeline is really leaking in minutes, not weeks
- A team that feels like a high-performance unit, not a group stuck in status meetings

If you recognize this and you want a strategic RevOps engine rather than yet another dashboard, let’s talk.

👉 Send me a message with the word REVOPS and I’ll share how a 90-day Lean Revenue Factory rollout could look for your company.

Rutger Katz

𝗚𝗼𝗼𝗱 𝗻𝗲𝘄𝘀, 𝗲𝘃𝗲𝗿𝘆𝗼𝗻𝗲.  
NEON Triforce is now officially… 
𝘈𝘐-𝘱𝘰𝘸𝘦𝘳𝘦𝘥.
 
Apparently, you can’t sell B2B services in 2025  
unless a model with commitment issues has blessed them.
 
So yes.  
We finally did it.  
We bent the knee to the Algorithm Overlords.
 
To celebrate, I made a video of me receiving the sacred “AI-powered” stamp.  
The stamp was… unexpectedly hot.
 
Nothing says “innovation” like getting third-degree burns for a marketing asset.
While being laughed at by a giant (I'm only 1.78).

 
But hey, it’s 2025.  
Why trust 15+ years of experience, pattern recognition, market context, and actual conversations… 
when you can trust a stochastic parrot that confidently hallucinated its way through your ICP?
 
Because who wouldn’t want their GTM diagnosed by:  
• A 23-year-old “AI consultant.”  
• Running a high-ticket cohort  
• Who mostly binged Alex Hormozi clips at 1.75x  
• And now sells “done-for-you AI-powered everything” for the price of a small car
  
 
So here it is:  
My service offering is now officially “𝗔𝗜-𝗽𝗼𝘄𝗲𝗿𝗲𝗱.”  
The stamp says so.  
The burn marks say so.  
My dignity… not so much.
 
If you want to experience the magic, visit here 𝘄𝘄𝘄.𝗻𝗲𝗼𝗻𝘁𝗿𝗶𝗳𝗼𝗿𝗰𝗲.𝗰𝗼𝗺/𝗰𝗵𝗲𝗰𝗸𝘂𝗽 where an LLM will tell you 
–  in the most beautifully snarky way possible –  
where your GTM maturity sits  
and what you could do over the next four weeks to improve.

There's even a secret hardcore mode with high scores. 🔥

 
And because we live in the golden age of shortcut culture and comment meta:  
if you want to make your own video with the “scalding-hot AI stamp”…  
comment “𝘀𝘁𝗮𝗺𝗽 𝗺𝗲” below.
 
I’ll send you the exact prompt I used.  
No learning required.
 
Why spend 10 minutes figuring something out  
when you can outsource all thinking  
to a machine that also wants your job?
 
Welcome to the future.  
Everything is AI.
 
Well… unless you’re a plumber.  
Those folks still need actual skills.  
At least until Elon finishes his Terminator 🤖.

Rutger Katz 🏎️

I architect trusted pipeline, forecasts & NRR to grow €20–100M B2B SaaS | From GTM fire drills to a revenue engine you can steer in 90 days 🏎️ | Fractional VP of RevOps

Best time to fix your data hygiene to enable AI use cases: last year. 
Second best: right now.

Because if your data is a dumpster fire, AI is just a rocket engine strapped to your dumpster.🚀

Yesterday in a Pavilion workshop, a few people shared what they’re 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 doing with AI in their revenue teams.

AE call preps
Account-based marketing
Creating AI clones of themselves

We now know Koen Stam and I talk to ChatGPT so much our wives are jealous.

When people say “we want to use AI in sales,” what they usually 𝘮𝘦𝘢𝘯 is:
• “We want calls transcribed.”
• “We want to extract SPICED / MEDDIC / whatever.”
• “We want smart follow-ups and alerts.”
  
All of that is possible.

But none of it works well if you don’t do the boring part first:

1. A clear data model
What 𝘦𝘯𝘵𝘪𝘵𝘪𝘦𝘴 exist in your world and how do they relate?
• Account, opportunity, contact, meeting, email, product, problem, etc.
• Which fields actually matter for decisions?
• Where does each field live so it is the single source of truth?
If you cannot sketch this on a whiteboard, AI will struggle to make sense of your universe.

2. Useful metadata on every “event”
A transcript without context is just a wall of text.
To make it useful, you need things like:
• Which account and opportunity is this meeting tied to
• Who joined from the customer side and what role they play
• Which problems, products, competitors were discussed
• Which SPICED fields were covered, which were not
  
Now AI can answer far better questions than “give me a summary”:
• “Show me deals where pain is clear but impact is missing.”
• “Find all meetings where budget was discussed but timeline was unclear.”
That is where coaching and deal reviews get interesting.

3. A sense of 𝘩𝘪𝘴𝘵𝘰𝘳𝘺
Sales is not a single moment. It is a sequence.
You do not just want the latest SPICED notes. You want the 𝘁𝗿𝗮𝗶𝗹:
• How did the customer’s pain and priorities evolve across meetings
• When did a new stakeholder appear
• When did risk signals show up and what happened next
  
If you store those changes over time, you can:
• Spot patterns in deals that win vs lose
• See which reps consistently deepen the picture vs stay shallow
• Train AI models that understand “how this deal is unfolding,” not just “what was said today”
  
The real moat is not “we use AI.”
Your competitors will, too.

The moat is:
• How well you 𝘶𝘯𝘥𝘦𝘳𝘴𝘵𝘢𝘯𝘥 how customers move through their problem and your product
• How 𝘥𝘪𝘴𝘤𝘪𝘱𝘭𝘪𝘯𝘦𝘥 your data model and hygiene are
• How 𝘧𝘢𝘴𝘵 you can turn those insights into better messaging, better offers, better timing

That is the unsexy RevOps work that makes all the AI use cases actually stick.

If you’re experimenting with AI in your GTM:
• What use cases would you like to realize?
• Are you gathering and structuring the data required?

Curious to hear: 𝘄𝗵𝗮𝘁’𝘀 𝗼𝗻𝗲 𝗱𝗮𝘁𝗮 𝗵𝘆𝗴𝗶𝗲𝗻𝗲 𝗵𝗮𝗯𝗶𝘁 𝘆𝗼𝘂 𝘄𝗶𝘀𝗵 𝘆𝗼𝘂 𝗵𝗮𝗱 𝘀𝘁𝗮𝗿𝘁𝗲𝗱 𝗮 𝘆𝗲𝗮𝗿 𝗲𝗮𝗿𝗹𝗶𝗲𝗿?

Building strategic RevOps engines for scale-ups | Creating compounding growth in weeks for €15–150M B2B companies with high growth goals | Fractional VP of RevOps |

If your GTM isn’t compounding, it’s probably running on the wrong 𝗼𝗽𝗲𝗿𝗮𝘁𝗶𝗻𝗴 𝘀𝘆𝘀𝘁𝗲𝗺 👇
 
After 50+ diagnostics, Jacco van der Kooij and the team at Winning by Design found the same pattern over and over:
 
🔹 #𝟭 𝗲𝗻𝗮𝗯𝗹𝗲𝗿 𝗼𝗳 𝗰𝗼𝗺𝗽𝗼𝘂𝗻𝗱𝗶𝗻𝗴 𝗴𝗿𝗼𝘄𝘁𝗵  → A 𝘴𝘩𝘢𝘳𝘦𝘥 operating model (one language, one cadence, one room of truth)
 
🔸 #𝟭 𝗶𝗻𝗵𝗶𝗯𝗶𝘁𝗼𝗿  → The 𝘢𝘣𝘴𝘦𝘯𝘤𝘦 of that operating model

A shared language, GTM cadence, clear ICP, pricing structure, and CS playbooks -> these aren’t “nice-to-haves.” 
They are the foundation of growth that lasts. 

What I know from talking with multiple CRO's in the 20-50M range is that what got you here, won't get you there.

At ~𝟮𝟬𝗠 𝗔𝗥𝗥, most companies run on the “𝗵𝗲𝗿𝗼 𝗢𝗦”:
 
• Pipeline reviews = opinion debates
• Stages and ICP mean different things per team
• Strategy lives in slides, not in one shared room
• Rigorous sales qualification? We don't need it.
 
That OS can 𝘫𝘶𝘴𝘵 𝘢𝘣𝘰𝘶𝘵 get you to 20–30M.
 
The step to 𝟱𝟬–𝟭𝟬𝟬𝗠 𝗔𝗥𝗥 needs a 𝗚𝗿𝗼𝘄𝘁𝗵 𝗢𝗦:
 
• One operating model and cadence across GTM
• Forecasts with bands that leadership actually trusts
• Weekly strategic decisions that show up as shipped changes, not new slides
• Prospect and customer signals are collected and used for continuous improvement.
 
If your GTM feels harder every quarter, it’s probably not a “pipeline problem”.  
It’s your operating system aging out of its ARR band.
 
I’m breaking this Growth OS down piece by piece over the next weeks. 
Follow me if you’re scaling from 20–100M ARR and want the operating system, not another ‘playbook’.

Your C-suite is more neurodivergent than you think.
 
At 100+ people, that shared genius starts to clash, hard.
 
Without boring, beautiful RevOps, chaos quietly wins every quarter.
 
 
I say this as someone who’s neurodivergent myself 👋 (ADD).
 
I’ve worked 𝘧𝘰𝘳 and 𝘸𝘪𝘵𝘩 a lot of neurodivergent C-suite leaders. It’s exhilarating:
 
• The energy  
• The ideas  
• The speed  
• The radical honesty
 
Neurodivergence is a superpower at the founder / exec level. It’s often the 𝘳𝘦𝘢𝘴𝘰𝘯 the company exists in the first place.
 
But here’s the part most teams don’t like talking about:
 
That same superpower scales… 𝗰𝗵𝗮𝗼𝘀.
 
At 10–20 people, it feels like “move fast”.  
At 50–80, it starts to feel muddy.  
At 100+, it becomes an operating risk.
 
You see it when:
 
• Priorities change every other week  
• Sales keeps selling “whatever works”  
• Ops is constantly in clean-up mode  
• Your CRM is a garbage bin
 
All that beautiful, buzzing energy? It quietly burns people out.
 
 
I’ve felt this first-hand.
Great leadership, warm connection, amazing vision.
Chaotic meetings, lack of focus, emotional outbursts.
 
What I have seen over 15 years:
 
• Founders: often neurodivergent  
• Top salespeople: often neurodivergent  
• Best builders / engineers: often neurodivergent
 
In big rigid enterprises, a lot of these people quietly “die inside” (me included). So they move to startups and scale-ups where there’s energy, money, freedom…
 
…and then the company hits the scaling growth wall.
 
 
This is where “boring, beautiful RevOps” actually matters.
 
Not to 𝘵𝗮𝗺𝗲 neurodivergent people.  But to 𝗽𝗿𝗼𝘁𝗲𝗰𝘁 them and everyone else.
 
You need:
 
• Enough structure to be scalable  
• Enough standardization to be predictable  
• Enough freedom for the crazy ideas that change the game
 
Think of RevOps and operating systems as a 𝘣𝘶𝘧𝘧𝘦𝘳: they let neurodivergent founders and sellers run hot 𝘄𝗵𝗲𝗿𝗲 𝗶𝘁 𝗰𝗼𝘂𝗻𝘁𝘀, without their chaos flooding the entire organization every quarter.
 
 
If you’re a neurodivergent founder or sales leader with 50 colleagues or more, ask yourself:
 
“Do we have systems that let our brains be an asset…  without turning the rest of the company into collateral damage?”
 
If the honest answer is “not really”, that’s the real growth constraint, not “more leads” or “better salespeople”.
 
Curious: are you seeing this in your org too? 
Neurodivergent brilliance at the top… and quiet chaos underneath?

Growth looks easy, until you’re the one leading it.

People think Revenue Operations is dashboards and tickets.

Real RevOps ties execution to strategy, so growth becomes predictable.

𝗪𝗵𝗮𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝘁𝗵𝗶𝗻𝗸 𝗥𝗲𝘃𝗢𝗽𝘀 𝗱𝗼𝗲𝘀
• Nag sales to update the CRM
• Integrate tools
• Build dashboards (that no one opens)
• Rename stages

𝗪𝗵𝗮𝘁 𝗥𝗲𝘃𝗢𝗽𝘀 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗱𝗼𝗲𝘀
• Bridge marketing, sales, and customer success
• Turn the strategy into an action plan with owners and KPIs
• Tie every project and KPI back to the plan
• Create insight-to-decision-to-action loops, not status updates
• Prioritize by impact and say no to noise
• Scan the whole funnel to find the biggest bottlenecks
• Gather customer insight and turn it into experiments
• Align incentives and KPIs to the behaviors that matter
• Automate the boring so humans serve customers better
• Review what works, kill what doesn’t, improve what can

Growth isn't just shouting at people to change and do more with less.

Predictable growth comes from driving change through daily activities that link back to your strategy.

PS. Which part of Revenue Operations do you think people overlook the most?

taplio

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Rutger Katz

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The Battle

Darrell Alfonso

Rutger Katz

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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

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