What I take on
- Demand generation that reaches the CRM. Paid search and paid social, a landing page for each segment, and the click ID carried into the CRM with every lead.
- A pipeline the sales team trusts. HubSpot pipelines on your own stages, routing to the right rep, deduplication, and syncs from billing or the product so each deal reflects what the customer actually did.
- Revenue reporting. Win/loss, deal velocity and the source of every closed deal, so marketing is judged on pipeline and revenue.
- Outbound and lifecycle. Sequenced outreach behind deliverability controls, and onboarding email after the sale.
From the first click to closed-won
Most B2B reporting stops at the form fill. I carry the source through routing and the deal stages, so a closed deal can be traced back to the ad, and the ad platform can learn from it.
- Ad clickTagged with a click ID and campaign
- FormThe lead saved with its source
- RoutingTo the right rep or team
- Deal stagesOn the stages your sales team uses
- Closed-wonBack to the ad platform as a conversion
B2B work, with its sources
Since 2020 most of my B2B work has been in Texas retail electricity: the commercial sales side of a retailer, and a B2B data product of my own. The mechanics are the ones a software company runs on: pipelines, routing, renewals and revenue reporting.
1,131
deals created by a billing-to-CRM sync's first load, with 700 more linked
The first load of the sync I built for a Texas electricity retailer's small-business book, September 2026. Every write was read back. The ongoing sync runs inside the client's own Power Automate.
- A sales pipeline rebuilt around deals. The same retailer's commercial team moved from working contacts to working deals: new pipelines for new business and renewals on its own stages, with 904 deals and 406 renewals migrated in August 2026.
- Renewals that stay where the reps put them. I fixed a daily sync that was resetting reps' stage and owner changes, proven on the next live run across 403 of 406 renewal deals.
- A CRM audit with the fixes in order. Eight fixes in priority order for the person who runs marketing, including a customer type left blank on all 400-plus small-business deals.
- A B2B subscription product of my own. Texas Commercial Plans compares commercial electricity plans for Texas businesses, with Stripe subscriptions and a weekly market report.
B2B inside a bigger program
If you want one person to own the budget, the channels and the pipeline reporting together, see growth marketing management.
