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

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The Battle

Darrell Alfonso

Shannon F.

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taplio

The Battle

Darrell Alfonso

Shannon F.

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

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