A marketing operations consultant who ties spend to revenue
I'm a marketing operations consultant based in Wollongong. I build the plumbing behind your marketing: lifecycle stages, lead scoring, source tracking, automation and reporting in HubSpot, so you can see which campaigns and ad dollars turn into quotes and paid work. Not clicks. Not "engagement". Revenue.
You spend on marketing every month. Nobody can say what it returned.
The ads run. The emails go out. Then the owner asks which campaign brought in last quarter's best jobs, and the room goes quiet.
That's a marketing operations problem. The data that would answer the question was never captured, got lost between the form and the CRM, or sits in five tools that don't agree. More spend won't fix it. Better plumbing will.
- Half the database has "Offline sources" or "Direct traffic" as its original source.
- UTMs typed by hand, so "facebook", "Facebook" and "fb" show up as three channels.
- Every form fill is called a lead, so sales ignores all of them.
- Google Ads reporting "conversions" that are really page views.
- Three tools sending email, each with its own unsubscribe list.
- Event and trade show leads stuck in a spreadsheet on someone's laptop.
The engine behind your marketing, built properly
The unglamorous layer that decides whether your marketing can be measured, automated and improved. I design it, build it in HubSpot (or Mailchimp), and keep it working.
Lifecycle stages and lead status
Written definitions for lead, MQL, SQL, opportunity and customer, and the rules that move records between them. Sales and marketing agree on what a lead is, once.
Lead scoring
Scores built from fit (industry, role, region, size) and behaviour (pages, emails, forms, events), checked against your won deals so the score actually means something.
UTM and source tracking
A UTM naming convention your team actually follows, and hidden form fields that carry source, campaign and click IDs into the CRM. Original source stays accurate to the closed deal.
Attribution and campaign reporting
HubSpot campaigns, attribution reports and dashboards showing leads, pipeline and revenue by channel. Built around the questions leadership asks on a Monday.
Marketing automation
Nurture, lead routing, alerts and follow-up tasks in HubSpot or Mailchimp. Named, documented and switched off when they stop earning their keep.
Events data
Webinar, workshop and trade show attendance recorded on the contact with HubSpot Marketing Events, so follow-up runs itself and events show up in revenue reports.
Segmentation
Segments built on clean properties: industry, region, product interest, customer status. The difference between a relevant email and one blast to everyone.
MarTech stack review
Every tool you pay for, who uses it and what it overlaps with. Usually there's a subscription to cancel and an integration that should exist but doesn't.
Closing the loop with ad platforms
Qualified leads and won deals from the CRM fed back to Google Ads, Microsoft Ads, Meta and LinkedIn, so the platforms bid for customers instead of form spam.
From ad click to paid invoice, on one record
Most businesses can see the click and the invoice. The middle is missing. This is the chain I build so every enquiry carries its history through to revenue.
- The ad click lands with UTMs and the platform's click ID.
- The form captures both in hidden fields and writes them to the contact in HubSpot.
- Lifecycle rules move the contact from lead to MQL to SQL as they qualify.
- The deal records the quote value, whether the quote goes out from HubSpot or PandaDoc, and the revenue when it's won.
- Qualified leads and won deals go back to the ad platform as offline conversions.
- One report shows spend, leads, pipeline and revenue by campaign.
What it tells you
Which campaigns produce customers and which only produce form fills. What a customer actually costs by channel. Whether the agency is earning its fee. Those numbers should decide next quarter's budget.
If website tracking is the weak link, start with GA4 and conversion tracking setup. Fixed price, first link in the chain.
Marketing operations pricing
Fixed-price entry points, then a monthly retainer for the ongoing work. All prices AUD. No GST is added. Software is paid to vendors directly.
Tracking setup
- GA4 and Google Tag Manager
- Ads conversion tracking
- Source captured into HubSpot
- Every form tested
Systems & Marketing Audit
- Full MarTech stack review
- Lead flow traced to revenue
- Tracking and reporting gaps
- Ranked 90-day plan
Marketing ops retainer
- Lifecycle, scoring and automation upkeep
- Campaign setup and UTMs
- Ad platform conversion feeds
- Monthly reporting and fixes
Partner retainer
- Active multi-channel marketing
- New campaign builds each month
- Attribution and testing
- Team training and governance
Need a HubSpot admin more than a marketing ops lead? The HubSpot admin retainer is $2,800 a month for 8 hours. Embedded retainers are $13,500 a month for 40 hours. All rates are on the pricing page.
How a marketing ops engagement runs
Audit
The stack, the data and the reports. What's captured, what's lost, and which numbers are quietly lying.
Define
Lifecycle definitions, scoring rules, UTM conventions and the reports you need. One page, signed off by sales and marketing.
Build
Tracking, workflows, scoring, ad platform feeds and dashboards, tested with real leads before anyone relies on them.
Run
Monthly on retainer: fix what breaks, set up campaigns properly, review the numbers and tune the scoring.
What broken marketing ops looks like in real life
Illustrative scenarios, not client results. Plug in your own numbers.
The ad account that "works"
Example: Google Ads reports 90 conversions a month at $40 each. The CRM shows 35 real enquiries, 9 quotes and 3 wins. The rest were phone number clicks and thank-you page reloads. The real cost per customer is around $1,200, not $40. Feed qualified leads back and the platform chases the 35, not the 90.
The leads sales won't touch
Example: marketing hands over 200 "leads" a month, mostly newsletter sign-ups and job seekers. Sales stops looking. A clear MQL definition and scoring cut it to the 30 that look like customers, and sales starts calling again.
The tool sprawl
Example: a business pays for HubSpot, Mailchimp, a form tool, a webinar platform and a survey tool. Three send email and none agree on who has unsubscribed, which is a Spam Act problem waiting to happen. Consolidating drops subscriptions and puts every touch on one record.
The trade show that vanished
Example: 150 badge scans from a two-day expo sit in a spreadsheet for three weeks. By then the prospects have forgotten the stand. With the event set up in HubSpot first, scans import on day one and follow-up starts the next morning.
Marketing ops from someone who understands the marketing and the CRM
Plenty of people can configure a workflow. Fewer can tell you whether it should exist. I work across marketing strategy and the CRM architecture underneath it, so the model fits how you actually sell.
HubSpot is where I do most of this work: Marketing Hub segmentation, campaigns, email, workflows and reporting, plus Sales Hub pipelines on the other side of the handover. I also work with Mailchimp, GA4, Tag Manager, Google Ads, Meta and LinkedIn. I'll tell you when the cheaper tool is enough.
I'm based in Wollongong and work on site across Wollongong · Shellharbour · Kiama · Nowra and the Shoalhaven · Southern Highlands, and remotely with businesses anywhere in Australia.
Good fit
- B2B, trade and product businesses spending real money on Google, Meta or LinkedIn ads
- HubSpot portals where marketing can't prove what it contributes
- Teams with a marketing coordinator but nobody owning the systems
- Businesses using events, trade shows or webinars as a lead source
Not a fit
- Sales and marketing won't agree on definitions, and nobody can make them
- You want a quick fix this week with no plan to maintain it
- You have no CRM yet. Start with HubSpot setup first
Marketing operations consultant FAQs
What does a marketing operations consultant actually do?
I build and run the systems behind your marketing: lifecycle stages, lead scoring, tracking, automation and reporting in the CRM. Strategy decides what to say. Marketing ops makes sure it reaches the right people, gets measured, and turns into handovers sales can act on.
How much does marketing operations support cost?
Retainers start at $3,500 a month for 8 hours, or $7,500 a month for 20 hours. If you don't know where to start, the Systems & Marketing Audit is $4,950 fixed and includes a full MarTech stack review. Standalone GA4 and conversion tracking setup is $1,950 fixed.
Do I need HubSpot for this?
No, but it's where I'm strongest, and it's where closing the loop is easiest because marketing and sales data live in one place. I also work with Mailchimp. If you're on something else, the audit will tell you whether to fix it or move.
Can you prove which ads make money?
If leads go into a CRM and deals are tracked to a value, yes, for most of them. Some channels will always be fuzzy, and anyone who says attribution is perfect is selling something. The goal is budget decisions you can defend.
Do we need lead scoring?
With a handful of leads a month, probably not. A clear definition and fast follow-up beats a score. Once volume outgrows what sales can check personally, scoring points them at the right people first.
How do you deal with tool sprawl?
The stack review lists every tool, its cost, owner and overlap, and what I'd keep, cut or consolidate. You make the call. Moving off Mailchimp into HubSpot is covered on the HubSpot migration page.
Will this work alongside our agency?
Yes. Agencies run campaigns. I make sure the tracking and reporting underneath are right, so their work is measured against revenue.
Where marketing ops connects
Technical SEO & Tracking
GA4, Tag Manager and conversion tracking. The first link in the chain from click to revenue.
See how it worksHubSpot integrations
HubSpot connected to your ERP, quoting and website, so revenue lands where reports can see it.
See how it worksData clean-up
Scoring and segmentation are only as good as the data underneath.
See how it worksHubSpot services: HubSpot consulting · HubSpot migration · HubSpot admin retainer · HubSpot integrations & custom apps · HubSpot health check · HubSpot training
Also useful: marketing strategy and fractional CMO, the HubSpot implementation guide and how to win with systems.
Show me the number you don't trust
Tell me what you spend, which tools you use and which question nobody can answer. I'll reply within one business day with where I'd start.
- Fixed-price starting points, no open-ended hours
- Reports built around revenue, not vanity metrics
- Wollongong-based, working across the Illawarra
What can't you measure?
I read every enquiry myself and reply within one business day.
Got it. Thanks.
I'll be in touch within one business day.