Justin Norris

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

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.

🧡 I help implement, integrate, optimize, and extend your GTM operations with HubSpot & AI

Marketing budgets are getting tighter. Headcounts are frozen. And yet the pressure to drive revenue has never been higher. That’s why I teach marketers how to master HubSpot and scale their marketing efforts efficiently. 

HubSpot has become more than just a marketing automation tool. It’s now the system that connects marketing activity to revenue. When you understand how to model data, automate workflows, and measure results inside HubSpot, you become the person who can prove impact, move faster than the competition, and earn trust across the org.

I’ve spent over a decade leading strategy for high-growth companies and elite HubSpot partners. I help marketers build the skills they need to protect their budgets, grow their influence, and future-proof their careers — all using HubSpot.

Ryan Gunn

HubSpot just release the most pivotal product update for attribution in years!

Campaign associations are now in beta. 

In tomorrow's #Hubsessed newsletter, I will be doing a deep dive on this new update to talk about:
- How it works
- How to set it up
- Why it's important
- Why some companies will still need custom solutions

If you don't want to miss it, click the "view my newsletter" link at the top of this post to subscribe!

Learn marketing attribution in HubSpot 🎓 Attribution Academy

Attribution Academy has acquired ConnectedGTM!

The newsletter that Stuart Balcombe started over 2 years ago has been merged into #Hubsessed (click the "view my newsletter" link at the top of this post to check it out!)

The new combined site will be the go-to place for over 4,000 subscribers who are looking to master the HubSpot platform. 

Personally, this is a full-circle moment. 

Stuart and my history goes back to the early partnership between Arrows and Aptitude 8, where we first realized we shared a similar philosophy on how Go-To-Market teams should function and how HubSpot could help enable that vision.

When I was first launching Hubsessed, Stuart was a mentor to me. 

He paved the way with ConnectedGTM, being one of the first people to prove that high-quality HubSpot content could not only drive real value for HubSpot partners and users, but also sustain a business. 

I’m honored to carry that torch forward.

With this acquisition, #Hubsessed is also launching paid subscription tiers, similar to what Stuart was offering through ConnectedGTM. 

(Note: With our recent migration to Beehiiv making it easier to attract sponsors, at least 50% of all newsletter content will be available to all subscribers).

Here are the tiers:

🧡 Starter
Price: Free
What you get: 
- All sponsored newsletter posts. 
- Past ConnectedGTM newsletters

🔥 Pro
Price: $14.99/mo or $149.99/yr
What you get:
- All Starter tier benefits
- Exclusive premium posts (This is the highest-value, deep-dive content)

🚀 Enterprise
Price: $499/qtr or $1699/yr
What you get:
- All Pro tier benefits
- Access to Attribution Academy courses 
- A quarterly strategy call with Ryan

I could not be more excited about this acquisition and the opportunities it unlocks for Hubsessed and its subscribers.

INBOUND 2024 was all about AI
INBOUND 2025 was all about Agents
INBOUND 2026 will be all about AEO

How do I know this?

After 2024's conference, HubSpot merged ChatSpot into the platform and started integrating AI into a variety of different tools. We also got the Breeze branding. 

2025's conference ushered in the year of the Agent. 

HubSpot has started merging Agent.ai into the platform. It just released 20+ new agents. 

HubSpot even pivoted away from the term CRM and has been using "Agentic Customer Platform" to refer to their entire suite of tools. 

Something you may have forgotten is that native AEO features were actually mentioned in the keynote last year. It was basically a footnote, but, in my opinion, it's the biggest undelivered promise from that conference. 

But HubSpot is making moves. 

A few months ago, HubSpot acquired Xfunnel, an AEO tool that helps companies measure and improve their standing in LLM results. 

Plus, if you're on LinkedIn at all, AEO is an incredibly hot topic. Everyone is trying to figure out how to appear in ChatGPT's responses. This is the biggest new channel in B2B Marketing since Google Search. 

Speaking submissions to INBOUND are due today, and I don't know about you, but I have AEO all over the sessions I am submitting. 

If not AEO, what do you think the hot topic of INBOUND 2026 will be?

You understand how AI fits into marketing, sales, and maybe even CS. But how about RevOps? 

Excited to share that I will be joining the Profoundly Annual Kickoff as an expert panelist to talk RevOps in the Age of AI

In this session, we’ll explore:
 • How AI is reshaping Revenue Operations
 • Smarter attribution & measurement strategies
 • What modern RevOps teams need to stay ahead

📅 March 12, 2026
⏰ 11:30 AM – 12:00 PM EST

If you’re building or leading RevOps in 2026, this is a conversation you won’t want to miss.

Join here: https://lnkd.in/g5ye2T9p

Here are the four most common mistakes companies make with marketing attribution and how to fix them:

1. Expecting Perfection

The modern customer journey contains hundreds or thousands of touchpoints, many of which are invisible to tracking tools (the Dark Funnel). Examples include word-of-mouth, private Slack messages, or podcast listens. If you try to assign credit to only the touchpoints you can track, you will skew your decision-making.

The Fix: Use attribution as a compass rather than a map. It's an imperfect directional tool to identify patterns and inform testing.

2. Prioritizing Credit Over Clarity

When attribution is used to "prove" which team gets a gold star for a deal, it creates a culture of blame and infighting between Marketing and Sales.

The Fix: Frame attribution as a tool for mutual understanding. Align teams around shared goals (pipeline & revenue). Create a shared Service Level Agreement (SLA) that defines what counts as "sourced" vs. "influenced" deals before you build a single dashboard.

3. Over-Engineering Too Early

Many organizations jump straight into complex multi-touch models that crumble under the weight of inconsistent data. A sophisticated system that is only followed 70% of the time is a broken tool.

The Fix: Prioritize consistency over complexity. Master simple models like self-reported attribution ("How did you hear about us?") before moving to technical MTA builds.

4. Treating Attribution as "Set and Forget"

Attribution is a dynamic system, not a one-time project. It requires ongoing maintenance, updated workflow logic for new channels, and continuous team training.

The Fix: Assign a Process Guardian to audit data quality and ensure the team is consistently following SOPs and using UTM tracking links correctly.

Success in attribution is 90% process and 10% technology. The best model is the one your team will actually use to make smarter investment decisions.

If your team is using HubSpot, you’re sitting on a goldmine of AI potential.

But, most teams are trying to do too much at once.

AI can't do everything, everywhere all at once. To get the most out of it:

1. Pick one high-impact pain point
2. Use AI to solve it
3. Create a repeatable process to automate it

...and only then move on to the next one.

Next week, I'm joining Em Wingrove and Connor Jeffers for a live session to map out the roadmap for practical AI adoption.

We’ll be sharing the strategies we've use to move beyond cool demos and toward measurable impact.

Save your seat here: https://lnkd.in/gtHYAxE5

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Ryan Gunn

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taplio

The Battle

Justin Norris

Ryan Gunn

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);}Ryan Gunn's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRyan Gunn's LinkedIn Performance