Case Study: Marketing Operations Transformation
Revitalizing a Six-Figure B2B Database Through Process Design & Automation
This case study details the end-to-end operational transformation of a B2B SaaS marketing program, from identifying the business need through full execution and reporting. The project replaced manual, fragmented processes with a scalable, automated system designed to improve efficiency, data integrity, and funnel performance.
As the primary architect and project lead, I drove cross-functional alignment across four teams to ensure seamless execution:
Marketing Operations: collaborated to overhaul database hygiene and establish technical scoring thresholds for high-quality lead identification.
Product Marketing & Content: partnered to develop data-driven personas and align automated workflows with targeted, stage-appropriate assets.
Sales and Customer Success: facilitated alignment on lead quality standards and handoff expectations to ensure consistent lifecycle transitions.
The resulting framework modernized the company's marketing operations, creating a scalable, persona-aligned system that stabilized sender reputation, improved data quality, and increased overall funnel efficiency.
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