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.”

Kintsugi Marketing

For revenue and marketing leaders at B2B SaaS with HubSpot seeking calm amidst the chaos and sustainable revenue growth, I offer both GTM strategy and execution.

We are your right-hand in decision making, advising, designing, and executing Go-To-Market strategies. We have a unique set of skills to maximize the value of your existing HubSpot investments.

Founder, Go-To-Market Solutions Architect

MarketingOps.com

Help the community members of MarketingOps.com to connect with other professionals, support each other, and celebrate their wins.

Ambassador, Salt Lake City Chapter Leader

Profoundly

Profoundly is an exclusive platform for vetted experts that help HubSpot users with everything from simple tasks to complex integrations. No unnecessary sales pitches. No complex contracts. Just expert help, fast.

Profoundly Certified Professional

Refine Labs

Led and fostered an internal operations team of two. Guided the systems and technology used by sales, marketing, customer success, and service delivery teams. 
• Operations: Create simple, scalable, and robust processes for teams, designing for optimal customer experiences and outcomes.
• Enablement: Build and maintain top-tier talent through onboarding, coaching, and professional development programs. Develop and deploy new strategies and initiatives.
• Insights: Strategy, and infrastructure to measure the business. Provide insights that enable data-driven decisions.

Senior Director, Customer Success Operation

Extend

• Led the systems strategy and infrastructure architecture
• Collaborated with sales, marketing, and customer success teams to document, map, and create efficient processes
• Partnered with product and growth team to drive net retention of 45% and constantly improve customer adoption.

Head of Marketing Operations

Artemis Health

Develop and execute a robust and multi-faceted plan to dramatically increase brand awareness and the generation of quality leads and opportunities.

• Drove coordinated and integrated campaigns
• Partnered with sales and finance to ensure an accurate and real-time view of marketing influence and contribution to bookings and pipeline
• Built and implemented an in-house marketing attribution model across integrated channels to optimize ROI.
• Collected data and develop real-time dashboards to communicate the effectiveness of marketing and sales initiatives.

Senior Marketing Operations Manager

Marketing Operations Manager

HireVue

Co-created multi-channel marketing campaigns and demand generation programs with the goal to delight prospects and achieve business objectives. Brings new, fresh and creative ideas for targeting ideal customers and building the sales pipeline.

• Streamlined performance across multiple platforms and processes resulting in a 30% increase of marketing qualified leads
• Owned email nurturing: experiment, design, implement and optimize automated lead segmentation, email series, and lead scoring
• Managed 3rd party emails to increase the volume of targeted leads and nurture with drip campaigns
• Established a 5% benchmark conversion rate to meetings booked for lead nurture campaigns 
• Partnered with the corporate marketing team to develop and recommend innovative approaches to solve business and technical problems
• Generated 25% subscriber reengagements rate with an experimental email campaign

Digital Marketing Manager

Venafi

Responsible for all digital marketing and branding efforts. Implemented strategies, designed properties online and offline, and managed marketing automation systems company-wide to maximize return on investment.
• Influenced and developed integrated marketing campaigns and report on key performance indicators
• 108% average increase in website traffic YoY
• Researched, implemented, and analyzed: SEO, SEM, website optimization, and A/B testing
• Influenced and developed integrated marketing campaigns and report on key performance indicators
• Managed content syndication vendors to increase B2B leads and report ROI
• Designed and delivered a full range of high-impact digital collateral and graphics (e.g. PDFs, HTML emails, presentations, event banners, event graphics, infographics, and display ads)

Marketing Manager

Connected business requirements, data and automation to drive marketing campaigns.
• Created and managed email marketing campaigns
• Contributed and implemented lead scoring matrix
• Developed documentation and roadmaps for marketing campaign processes
• Collaborated with marketing teammates, sales teammates, and other key stakeholders to implement targeted, automated email campaigns
• Generated Key Performance Indicators to report on marketing and sales activities and effectiveness and business impact.
• Monitored and maintained data quality within the marketing database
• Evaluated new technologies and add-on applications to improve and optimize marketing team performance
• Supported corporate and field events: logistics, graphic creation, and booth duty

Marketing Specialist

GTM Solutions Architect for B2B SaaS

Defined by adaptability, integrity, and curiosity, I approach problems with a strategic mindset that drives meaningful results.As a seasoned marketing leader, I transform go-to-market strategies by fostering collaboration, leveraging AI-powered solutions, and equipping teams with actionable data insights. My ability to simplify complex processes and technology has consistently enabled double-digit revenue growth and competitive advantages at private equity and VC-backed B2B SaaS organizations.

Ian Shields

You've invested in HubSpot. But are you using its full power?

You’ve poured significant resources into HubSpot as your growth engine. Yet many teams tap only ~50% of its capabilities. This quietly erodes team efficiency and revenue momentum.

Without regular evaluation, you’re likely dealing with:
⛓️‍💥 Workflows that no longer match how your business actually works
⚠️ Data gaps silently undermining your reporting
🤖 AI features sitting idle while your team does manual work

Our 88-Point HubSpot Efficiency Audit gives you a systematic evaluation that reveals:
➕ Your current performance score (most companies: 57-70%)
➕ Specific gaps in your tech stack
➕ A prioritized, actionable roadmap for high-impact projects

The outcome? Your HubSpot transforms from bottleneck to brilliant competitive advantage. Like kintsugi, mending pottery cracks with gold.

HBR’s research-backed insights are clear: regular martech audits don’t just find problems, they coordinate goals, remind teams of proper usage, and drive measurable improvement.

Ready to unlock your HubSpot’s full potential? Book a 30-minute audit consultation with me (link in comments).

#HubSpot #MarketingOperations #MarketingOps #RevenueOperations #RevOps

GTM Solutions Architect for B2B SaaS + HubSpot Solutions Consultant

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