Insights on Marketing Operations & RevOps
Practical writing on lead lifecycle architecture, AI-native GTM workflows, and what it actually takes to build and maintain revenue systems at scale. Written from direct experience building systems that handle hundreds of thousands of records.
Topics I write about
- Lead routing & funnel architecture — waterfall matching, deduplication, territory logic
- AI in RevOps — where LLMs add real value vs where deterministic rules win
- n8n workflow patterns — building cross-system pipelines with Salesforce, HubSpot, and Groq
- Data governance — field mapping, enrichment guardrails, cross-system sync
- Salesforce Flows — Before-Save vs After-Save, scoring logic, avoiding recursive triggers
Latest Posts
- Finding the Right Accounts in 2017 vs What’s Possible NowIn 2017 I was building prospect lists manually using Feedly RSS feeds, LinkedIn searches, and gut instinct. Here’s what account intelligence actually looked like then — and what the same problem looks like in 2025 with the tools that now exist.
- Why BDR Experience Makes You a Better MOps ArchitectMost MOps professionals have never worked a lead from the receiving end. Four years of outbound BDR work — cold calling, bad data, missed routes — changed how I think about every system I build.
- How a Recursive Trigger Loop Silently Burned ZoomInfo Credits — and How I Caught ItA ZoomInfo enrichment programme that looked fine in testing was re-triggering its own API call after every update — silently burning credits with every record touch. Here’s exactly how the loop formed, why it was invisible, and the four guardrail layers I built to prevent it recurring.
- What I Learned Leading an 8-Person Funnel Redesign as a Non-ManagerI led an 8-person funnel redesign covering 852,000 leads without a management title or direct reports. Here’s what actually works when you have technical depth but no organisational authority.
- Why 20 Years of Salesforce Technical Debt Can’t Be Solved by AI (Yet)AI can audit a Salesforce org and flag obvious conflicts. But the hardest parts of technical debt — undocumented intent, production judgment, and dependency knowledge built over years — are exactly what AI can’t reconstruct. An honest breakdown from someone who has lived inside a 20-year org.