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.”

Attribution Academy

Attribution Academy is where HubSpot marketers learn to prove their impact on revenue. Get certified at attribution.academy!

Founder & Chief Education Officer

HubSpot Academy

Leading a 6-week bootcamp on how to integrate HubSpot's AI tools into business process for marketing, sales, and service.

AI Bootcamp Instructor 

Profoundly

Interviews with leaders of HubSpot Solutions Partners about how to succeed in the HubSpot ecosystem. Launching Summer 2025! Interested in being a guest speaker? DM me!

Co-Host of "The Partner Playbook" Podcast

Reddit, Inc.

Serves as moderator for a 13,000+ member community forum focused on discussions and questions about HubSpot.

r/hubspot Moderator

Aptitude 8

I help Aptitude 8 develop and distribute content that focuses on technical use cases of HubSpot for enterprise companies.

Content Evangelist

- Scaled revenue from $3m to $10m in 2 years
- Moved A8 upmarket by more than 8x-ing our average deal size
- Oversaw HubSpot portal migrations for two mergers/acquisitions
- Helped A8 go from unranked to #1 in HubSpot's Global Partner of the Year rankings
- Built robust lead scoring, lifecycle stage automation, and lead flow to support warm outbound
- Created a library of 500+ instructional HubSpot videos for education, training, sales enablement, and more

Director of Demand Gen + Marketing Ops

- Served as project lead on the Marketing Ops team, defining strategy for clients and managing consultants and associates on projects
- Completed a double migration for Uber Freight, merging Marketo and Pardot into HubSpot after an acquisition, saving them $180k in annual tech spend
- Designed a custom attribution system for a global marketing team using UTM parameters, HubSpot workflows, and Salesforce Campaigns

Sr. RevOps Consultant

Array

Built Array's marketing department from the ground up. In two years I achieved the following:

- Created an ABM strategy that influenced over $7m in revenue
- Increased the # of target accounts with monthly website visits by 136% 
- Increased target accounts that have had a demo by 42%
- Oversaw a company rebrand and website redesign

Head of Marketing

WealthForge

Owned marketing automation and lead generation through digital channels for the company's technology products and financial services. Branded and successfully launched WealthForge's Altigo SaaS platform.

See some of my content here: https://www.wealthforge.com/insights/author/ryan-gunn

Senior Digital Marketing Manager

Grew inbound lead development by 50% and organic web traffic by 143% in my first year

Marketing Manager

Boyle Public Affairs

Managed digital marketing, including social media, blogging, email, and downloadable content offerings for 5 clients

Inbound Marketing Consultant

The Sofia, Home of B Street Theatre

Redesigned social media strategy leading to a 70% increase in engagement

Marketing Consultant

Tupelo Press

Designed and helped launch the online edition of Tupelo Quarterly magazine. Formatted the magazine for the first year of publication.

Layout + Design Editor

🧡 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 isn’t just a tool — it’s the system that connects marketing 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

Dissatisfied with how HubSpot campaigns handle attribution? Using a Custom Object instead opens up a lot of possibilities. 

1) Associations

One of my big problems with HS Campaigns is that it's very difficult to see which contacts, companies, and deals have engaged with or been influenced by the campaign. 

With a custom object, you can make that influence explicit by associating those records directly with the campaign record. 

2) Reporting

While HubSpot has added some functionality around campaign influence reporting, it's not as intuitive or expansive as the reporting options for custom objects. 

For example: If you track your spend in properties on the custom object, you can even use  calculated properties to report on ROI for a campaign or your overall marketing program. 

3) Auto-generated UTM links

HubSpot's native campaigns offer an easy way for you to create tracking links, but what if it were even easier? 

Using the Format Data action, you can set up a workflow to automatically generate UTM tracking links for each of your distribution channels and save them in custom properties that are easily accessible to members of your team. 

Check the screenshot below for an example of what that looks like. 

I discuss Custom Object-based multi-touch attribution in-depth in Module 3 of my Attribution Academy course. 

Click here to sign up: https://lnkd.in/eis43u2z

Learn marketing attribution in HubSpot 🎓 Attribution Academy

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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);}Justin Norris's LinkedIn Performance

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