Marketing Operations & Martech Architecture
Marketo from scratch, plus a 74% cut in cost per demo
Built a Marketo instance from the ground up with multi-touch attribution, lead scoring, and nurture — and separately took a paid program's cost per demo from $350 to $90 while lifting pipeline quality.
Venture-backed SaaS · scaling demand
$350 → $90
Cost per demo
3:1 → 7:1
Pipeline ratio
14% → 30%
Email open rate
Context
A venture-backed SaaS company was scaling demand but operating on marketing infrastructure it had outgrown, and pouring budget into paid acquisition without attribution it could trust.
The problem
Two compounding issues: the automation foundation (lifecycle, scoring, nurture, attribution) needed to be rebuilt for scale, and paid spend was inefficient — a high cost per demo and a pipeline ratio that signalled weak lead quality. Without believable attribution, nobody could tell which spend to cut.
What I built
A Marketo instance from scratch — lead lifecycle, behavioral and demographic scoring, nurture streams — wired to Salesforce with multi-touch attribution and company-wide Looker dashboards so the numbers were finally trustworthy. On the paid side, I used that clean data to optimize spend toward what actually converted.
The result
Cost per demo fell from $350 to $90 (a 74% reduction), the pipeline ratio improved from 3:1 to 7:1, and email open rates climbed from 14% to 30% — efficiency and quality moving together, backed by attribution leadership could act on.
What this means for you
A solid automation-and-attribution foundation isn’t back-office hygiene — it’s what makes every acquisition dollar measurably more efficient. Fix the data, and the spend optimizes itself.
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