Marketing Tech

I’ve set up automated lead scoring in Salesforce more times than I can count, and every implementation teaches me something new. The approach I trust most is a single predictive model that centralizes behavioral, firmographic and engagement signals, then pushes scores back into Salesforce for routing and automation. It’s elegant, repeatable and, when done right, converts into real lifts in sales efficiency and win rates.Why one predictive...

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I’ll show you how to run a focused, practical audit of your marketing stack in 2 hours and find the redundant tools that are quietly costing you ~30% of your recurring SaaS budget. This is the exact process I use with startups and scaling companies: fast, evidence-led, and aimed at decisions you can act on the same day.Why this audit matters (and why you can do it fast)Most teams accumulate tools the same way they accumulate browser tabs: one...

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I’ve run enough onboarding experiments to know there’s a predictable gap between “nice product” and “habit-forming product”: new users who sign up but never become active. On several projects, a relatively small, focused redesign of the onboarding funnel increased first-month retention by 20–35% — and most of the gains came from fixing predictable leaks rather than reinventing the whole product.Below I share a practical,...

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