Justin Norris

360Learning

360Learning is the learning platform that combines collaborative tools with the power of an LMS. We empower L&D teams to drive culture and growth through Collaborative Learning.

Sr. Director, Marketing and BDR Operations

Director of Marketing and BDR Operations

RevOps FM

I'm the creator and host of RevOps FM - a weekly Masterclass on revenue operations and go-to-market strategy. 

It's my way of thinking out loud about my work and sharing knowledge at scale.

Podcast Creator and Host

Perkuto

As Sr. Director of Solutions Architecture, I lead the architect team within our marketing operations practice at Perkuto and manage a team of seven. My role is to provide leadership and develop innovative solutions and marketing operations best practices.

Clients look to our team to solve their toughest marketing and sales operations challenges. We deliver results using rigorous business and process analysis, a relentless focus on the underlying business goals, and a rare depth of expertise configuring marketing systems.

Sr. Director, Solutions Architecture

Director of Solutions Architecture

As a Solutions Architect, I lead delivery teams in creating end-to-end marketing operations solutions for clients using Marketo and Salesforce and other best-in-class marketing tools.

Marketo Solutions Architect

As a Senior Consultant, I advise on and create end-to-end solutions for clients using Marketo and Salesforce and other best-in-class marketing tools.

Senior Marketo Consultant

ClearFit

I joined ClearFit as the third employee and the first marketing hire, tasked with growing the marketing function, generating demand, and building out the funnel. Our efforts generated thousands of new customers for ClearFit's hiring solution. I wore many hats during this time, and also helped overhaul the product UI, and hire the initial sales/customer success team, implement Marketo and Salesforce, and much more. 

I quickly discovered my love and talent for creating automated marketing, sales, and service systems and began to focus my energies exclusively on marketing automation and CRM. Using these tools we were able to more effectively nurture our prospects, identify our best leads, and effectively scale to thousands of customers - AND increase customer satisfaction - without massive increases in customer service headcount. This contributed to ClearFit experiencing triple digit % increase in customers and revenue during my tenure.

Director of CRM

CGA-Canada (Certified General Accountants Association of Canada)

I worked within the Professional Services team, which is responsible for providing online training and development opportunities to CGAs and other business professionals. 

My responsibilities included:

MARKETING STRATEGY: I managed the marketing function -- from developing the overall marketing strategy in line with organizational objectives down to the hands-on tactical implementation of campaigns.  
- Conduct market research, surveys, and gather customer insights
- Contribute to product strategy and optimize the product mix 
- Build integrated marketing communications programs across online and offline channels
- Manage, monitor, and grow CGA-Canada's professional development brand

PRODUCT DEVELOPMENT: I led the webcast and video course product lines, developing the overall product strategy and providing guidance on topics, presenters, and curriculum.

Marketing Strategist & Product Developer

Director, Marketing Ops @ 360Learning | Host @ RevOps FM Podcast | Thinking out loud about GTM + operations

I'm a seasoned marketing operations leader with 15+ years experience building high-performing teams.
Through this experience, I've learned what it takes to build marketing ops strategies, systems, and processes that will scale.

MY EXPERTISE:
• GTM operations strategy and roadmaps
• Designing, building, and optimizing Martech stacks
• Designing structure and processes for global remote teams 
• Data strategy and governance
• Analytics, reporting, KPIs
• Lead routing, management, SLAs, and follow-up
• Multi-channel lead nurturing and ABM
• Lead lifecycle and scoring
• Campaign operations
• Communication and change management

LEADERSHIP EXPERIENCE:
• Establish and lead a global ops function supporting marketing / BDR teams across 4 markets (Germany, France, UK, US).
• Provide coaching, training, and leadership to an expert consulting team (~40 people) on marketing operations best practices, with direct responsibility for a team of seven.
• Develop the solutions architecture function and lead the SA team at a marketing technology consulting firm. 

TECHNOLOGY EXPERTISE:
• Marketo: 4x Marketo Champion and Marketo Certified Solutions Architect (MCSA)
• Salesforce: seasoned Salesforce administrator, architect-level skillset
• Hubspot Certified
• iPaaS / Enterprise Automation: Workato Gold Partner and 2x conference speaker
• Attribution and Analytics: Bizible (Bizible All Star '17, Pipeline Marketing Award '17), Marketo, Looker, PowerBI • Data management: Ringlead, Clearbit, Cognism, etc.
• Lead routing: Lean Data, Distribution Engine

Director of Marketing Operations

Many teams I talk to are still copying and pasting between ChatGPT and the systems where real work actually lives.

 Meanwhile, every vendor ships "AI features" that only see their own tool.

The result is limiting and frustrating.  AI feels tantalizingly capable but can't actually free up your capacity.

I believe the most fundamental shift in 2026 won't come from better models. It will come from creating a ubiquitous AI layer that connects the knowledge and tools we use every day.

If we want AI to start doing actual work that humans do, they need the same level of context and the same ability to act.

Here are some thoughts for system builders and operators on where to focus their energies next year. 

I've been focused on four pillars. The first two are already in production at my company. The second two are emerging areas I see as high leverage:

**1. UNIVERSAL CONTEXT**
AI connected across ALL your corporate systems—not just one tool. At my company, our assistant can pull from Google Drive, Confluence, Gong, Salesforce, Snowflake, and Amplitude. The difference between this and ChatGPT is substantial.

**2. UNIVERSAL ACTION**
AI that actually DOES work, not just analyzes. We've been delegating "paper cut tasks" one at a time—small Salesforce fixes, answering team questions, data updates. Each automation pays ongoing dividends. Once the scaffolding exists, you can justify automating the small, annoying things.

**3. PROACTIVE AI** *(Emerging)*
Systems that prompt YOU instead of waiting to be prompted. An agent that notices your funnel efficiency declining before you do. A sales coach that reaches out to reps with feedback after calls. A project manager that flags misalignment before it derails timelines.

**4. AUTOMATION CREATING AUTOMATION** *(Emerging)*
Agents that spawn workflows and become infrastructure. What if agents could create those workflows for you? This changes the calculus on what's worth automating as the build effort drops dramatically.

---

The gap between "AI can do amazing things" and "AI does real work for my team" is solvable. It's just not about the models anymore.

AI + Automation Architect | Marketing Ops Leader @ 360Learning | Editor @ aibuilders.blog

What’s keeping AI from doing real work—and how to fix it Right now, many teams are still copying and pasting between ChatGPT and the systems where rea

Open article: The operator's roadmap for AI in 2026 by Justin Norris • 11 min read

I suspect a lot of teams are going to get stuck in their AI journey because of a lack of internal documentation.

Most operators already appreciate the value of documentation, but historically it’s been about institutional memory or basic team clarity.

👉 What’s changed is that documentation is no longer just for humans.

The stakes are getting higher. Documentation is becoming a hard barrier to entry for collaborating with AI agents day to day.

That’s because many of the most valuable AI use cases won’t be neat, point solutions built to solve one narrow problem. They’ll be organic, ad-hoc, and fluid interactions with AI in the flow of work, delegating tasks much like you would to a junior employee.

And just like a new employee, the AI needs context in order to act.

Teams without clean, accessible docs end up re-explaining the same things over and over. The friction and time cost of delegation stays high, so AI gets used less, or only for shallow tasks.

Conversely, teams with strong documentation experience something very different. The AI starts to feel like it “intuitively” understands the business: how systems fit together, why processes exist, what constraints matter, and how to navigate unfamiliar tasks without everything being spelled out explicitly.

It develops real figure-it-out-ability.

Now is the time to invest in documentation across a few key dimensions:

FOUNDATIONAL CONTEXT
- A well-structured knowledge base with both detail and business-level overviews
- AI-accessible org charts with responsibilities and decision ownership
- High-level system architecture diagrams (ideally machine-readable, e.g. Mermaid)

SEMANTIC CLARITY
- Schema and KPI dictionaries
- Taxonomies for UTMs, lead sources, lifecycle stages, sales stages, etc.

PROCESS & INTENT
- SOPs that explain why a process exists, not just the steps
- Lightweight decision logs for major system or workflow choices
- Metadata inside workflows describing the problem they were designed to solve

OPERATIONAL GUARDRAILS
- Known constraints, assumptions, and “don’ts”
- Escalation paths and review expectations
- Security policies

In other words, documentation is becoming part of your execution layer.

If your processes only exist in people’s heads, your AI will never scale past an eager assistant that needs constant hand-holding, because autonomy depends on shared, durable context.

Treat documentation as a first-class system.

A lot of the work I do with AI doesn’t actually save me time. In some cases, it takes longer. And that’s a good thing.

Because the point isn’t just to automate busywork. It’s to raise the quality ceiling. 

There’s far more knowledge in the world than any one person can absorb, even inside the domains we specialize in. 

We all have blindspots. 
We all have days where our brains are running at 70%. 

Partnering with AI means pressure-testing your thinking against a wider field of experience -- communication patterns, best practices, risks you might overlook, alternative framings you wouldn’t have considered.

It isn’t perfect. But I almost never run a presentation, memo, or strategy through AI without improving it by at least 25%, sometimes a lot more. 

What's it worth to show up as a 25% better version of yourself in every thing you do? 

This is why I don't view partnering with AI as lazy or disengaged. It's actually about maximizing the quality vs. time ratio. I also actively learn from nearly every interaction and can disregard what's not useful to me. 

PROMPTS YOU CAN USE: 

1) Pre-empt critiques: "Take everything I've told you about [stakeholder] and how they communicate / process information. Identify gaps or weaknesses in this communication from their perspective and help me address them."

2) Avoid blind spots: "Review this from the perspective of a [specific domain] expert. Where does my thinking have gaps, show naivety or ignorance, or seem uninformed?"

3) Identify risks: "Review this strategy and identify as many critical risks as you can, then propose ways to proactively address them." 

4) Elevate your thinking: "Adopt the persona of a seasoned McKinsey consultant. Review this strategy and identify feedback to harden both the thinking and communication."

5) Pressure-test logic: “Identify weak logic, unwarranted assumptions, or leaps in reasoning in this argument. Suggest clearer, more rigorous formulations.”

6) Improve clarity and concision: “Rewrite this section in my voice but with sharper clarity, tighter structure, and more precise language. No embellishment, just refinement.”

Contentsquare

- Built and scaled a high-performing global marketing operations (MOPS) team, recruiting top talent and redefining the MOPS function to align with business goals.
- Spearheaded the consolidation of over 100 martech tools to a streamlined stack of 50, ensuring cost efficiency and improved operational alignment.
- Played a pivotal role in the successful merger of Contentsquare, Heap, and Hotjar into CSQ, leading marketing operations strategy to unify data, processes, and reporting frameworks.
- Oversaw the integration of disparate analytics tools, centralizing reporting into a single source of truth leveraging Snowflake, Tableau, and Heap analytics.
- Redefined marketing operations to support both Product-Led Growth (PLG) and Sales-Led Growth (SLG) models, introducing scalable frameworks for pipeline tracking, lead flow optimization, and cross-functional collaboration.
- Streamlined campaign execution and performance tracking using Marketo, Segment, Iterable and Salesforce, driving a 30% improvement in pipeline visibility and reporting accuracy.
- Partnered with RevOps to create a unified funnel strategy and aligned marketing KPIs across demand generation, product marketing, field and customer marketing.

Senior Director - Global Marketing Operations

Self Employed

- Designed strategies and roadmaps for optimizing martech platforms and campaign reporting.
- Provided actionable insights using Salesforce, Tableau, and Google Analytics to enhance efficiency and maximize impact.
- Supported platform integrations and process improvements using Marketo and Segment.

Marketing Operations Consultant 

Pleo

- Built and led the marketing operations team to support lead-to-deal processes for PLG, SLG, and channel-led models.
- Designed and implemented lead scoring models, multi-touch attribution frameworks, and campaign performance metrics.
- Enhanced marketing automation processes using Marketo, LeanData, and Outreach.io, improving efficiency by 25%.
- Introduced segmentation strategies and reporting dashboards using Tableau and Google Analytics.

Director Marketing & Outbound Sales Operations

Nutanix

- Led a team of 9 to define EMEA marketing goals and KPIs, including MQLs, SALs, and campaign ROI.
- Developed and implemented attribution models and analytics dashboards using Marketo, Salesforce, and Tableau.
- Optimized lead-to-deal conversion processes, achieving a 30% improvement in pipeline growth.
- Integrated ABM platform Demandbase to enhance account-level engagement strategies.

Director Marketing Operations, Strategy & Analytics EMEA

Equinix

Own and manage all demand center operations technology globally.
Marketo
SFDC (Marketing)
Terminus/BrightFunnel
Campaign Automation Tool
Data Enrichment Tools
Data Orchestration Platform

Senior Global Marketing Operations Manager, Demand Center Systems Lead

Lead and manage all of the lead tracking and analytics systems, processes and people initiatives across the company to drive revenue growth and retention. Drive process alignment across Sales and Marketing (lead management, revenue performance) globally, ensuring optimal system performance and data integrity, reporting, and analytics.

Senior Global Marketing Operations Manager, Lead Management (Salesforce.com/Marketo)

Leading EMEA marketing operations function

Senior Marketing Operations Manager (Marketo/Salesforce.com) - EMEA

FE fundinfo

Responsible for managing and improving the organizational processes and design for global marketing and sales operations function.

Spearheaded and Project Managed the successful implementation of Salesforce.com and Hubspot

Leverage marketing infrastructure (processes, technology, data and analytics), to drive an efficient Marketing function which maximizes its return on investment by supporting effective lead and sales pipeline generation. Reinforce Marketing strategy and tactics as defined by marketing leadership, and work very closely with the Chief Sales Officer to ensure close Sales and Marketing Alignment.

Head of Marketing Operations - Salesforce.com/Hubspot

Finastra

Responsible in leading, planing, and executing strategic and field marketing activities to support global demand generation, brand awareness, pipeline creation, and customer acquisition for Misys

Responsible for marketing operations, ensuring that people, process and tools are optimally set up, aligned and integrated in order to achieve superior performance and provide visibility and analytics on results to executive team and Board of Directors.

Global Marketing Operations Manager - Marketo/Salesforce.com

Hatstand (A Synechron Company) Green Beret Programme

Responsible in setting up Global (London, New York and Hong Kong) Marketing Operations Function and marketed Hatstand’s products and services to top tier 1 investment banks and financial institutions. Implemented Tracker RMS CRM and Act-On marketing automation platform.

Global Marketing Operations Manager

Marks and Spencer

Section Manager

DELL International Services, Bangalore, India

Dell International Services is the support and services division of Dell Inc., the large American computer hardware company, with operations in India (Bangalore, Hyderabad, Chandigarh), Europe (Bratislava, Dalian), Latin America (Panama City, Brazil, San Salvador), Africa (Morocco), Canada (Edmonton) and the Philippines, (Quezon City)

Senior Technical Sales Executive

As a visionary marketing operations leader with over 15 years of expertise, I specialise in transforming marketing strategies into measurable business outcomes. My journey has been defined by my ability to align cutting-edge technologies, data, and scalable frameworks to unlock growth and drive revenue. With a focus on innovation and the integration of AI in marketing, I am passionate about bridging the gap between marketing and sales to create seamless, impactful pipelines.

Key Achievements:

- Delivered a 20% YoY increase in pipeline growth by streamlining multi-channel lead management.

- Spearheaded martech stack consolidations post-merger, reducing costs by 20% and ensuring global scalability.

- Improved marketing ROI by 25% through enhanced segmentation, attribution models, and performance measurement.

- Centralised reporting with Snowflake and Tableau, reducing data inconsistencies by 40% and enabling strategic decision-making.

- Leveraged AI-powered tools and analytics to enhance campaign personalisation and drive actionable insights, increasing engagement by 30%.

My Vision: To empower organisations by designing marketing operations as a growth catalyst, integrating innovative technologies and AI solutions, and fostering high-performing teams.

Let's connect to explore transformative strategies that scale operations, optimise campaigns, and drive impactful results.

Christopher Swarup

🎯 CMO advice (and CRO too): hire Marketing Ops early — not after the chaos

If your plan is “we’ll bring Ops in once things get complex”, you’re already late.

Marketing Ops isn’t a clean-up crew.
It’s the operating system that stops things breaking in the first place.

What I see again and again 👇
- Great strategy, weak execution
- Expensive martech, zero governance
- Multiple dashboards, zero confidence
- Sales-led funnel + PLG motion that don’t speak the same language

Then comes the realisation:
“We need Ops.”

Usually after the damage is done.

Here’s the reality most teams learn the hard way:

🔧 Ops turns intent into process
Campaigns, lifecycle, scoring, routing, handoffs — without Ops, everyone’s “doing the right thing” differently.

📊 Data without Ops becomes storytelling
Three tools. Three numbers. One exec meeting.
Ops is what creates shared definitions, trusted data, and numbers you can defend without sweating.

🤝 RevOps doesn’t work without strong MOPS
RevOps aligns teams.
MOPS gives marketing a disciplined, governed engine inside that alignment.
Without it, RevOps quietly becomes Sales Ops with better branding.

🚀 PLG + sales-led growth makes Ops non-negotiable
Product signals, lifecycle stages, campaigns, pipeline — Ops is what connects it all into one coherent model instead of parallel realities.

The biggest mistake I see CMOs and CROs make?
Building teams, stacks, and funnels first…
…and hiring Ops last when governance, process, and credibility are already missing.

That’s not strategic.
That’s reactive.

Hire Marketing Ops early.
Embed it with RevOps or have it report directly to revenue leadership.
And you get scale, clarity, and credibility by design — not by accident. 

#CMO #CRO #MarketingOps #MOPS #RevOps #RevenueOperations #GoToMarket #DataGovernance #MarketingLeadership #Growth

Leader Enterprise Marketing Ops | Scaling Growth with AI, Smart Martech & Data Insights | AI-Ops Leader | Building Martech Architectures That Fit the Business — Not the Playbook

🧠 When the Maths Is Clear and Leadership Still Doesn’t Listen

This is the final fork in the road.

If:

📐 you’ve quantified pipeline impact
📈 you’ve shown ROI > 1.5x
⏱ you’ve reduced cycle time or CAC
…and Marketing Ops is still treated as execution?

That’s not a performance issue.
That’s a 🏗 structural issue.

Where MOps survives long-term (ranked by leverage):

1️⃣ RevOps alignment
- Shared funnel
- Shared pipeline number
- CRO accountability

2️⃣ COO / CEO visibility
- Revenue mechanics > marketing narratives

3️⃣ Marketing-only reporting
- Viable only if the CMO owns pipeline

Final truth 👇
Roles aren’t cut because they’re expensive.
They’re cut because the downside isn’t quantified.

Your job-security equation:
Remove MOps
→ Revenue predictability declines
→ Cost of chaos exceeds salary savings
Make that undeniable 💥

#RevOps #MarketingCareers #MOps #RevenueLeadership #GoToMarket #B2BSaaS

Senior Director, Global Marketing Ops | Scaling Growth with AI, Smart Martech & Data Insights | AI-Ops Leader | Building Martech Architectures That Fit the Business — Not the Playbook

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The Battle

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