Demand generation · GTM systems · RevOps
I build the demand engine for companies that sell complex, expensive products.
I carried an enterprise quota before I moved into marketing, so I build pipeline for the people who have to close it: GTM strategy, HubSpot–Salesforce architecture, scoring, routing and revenue reporting.
Open to senior and manager-level roles in demand generation, marketing operations and RevOps, remote or hybrid from Omaha.
In B2B marketing and sales
Since 2019Since 2019
Administered, developed and synced both ways
HubSpot + SalesforceHubSpot + Salesforce
Of professional design
7 years7 years
What I do
GTM strategy, revenue systems and the creative that feeds them.
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GTM strategy
Who to sell to, what to say and where. ICP and account tiers, vertical messaging, the channel mix, and a demand plan sized to sales capacity instead of a lead target.
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Revenue systems
HubSpot and Salesforce connected both ways, with ZoomInfo enrichment and intent data: lifecycle, scoring, routing and closed-loop reporting. Sales leadership sees sourced pipeline without an export.
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Design
Campaign creative, landing pages, trade show booths and sales collateral, designed in-house to feed the same system.
The system
The demand generation system, in twelve stages.
From the ideal customer profile to attribution and return on investment: the system I build for companies with a complex, expensive sale. The full walkthrough reads in plain English or in technical detail.
Scroll the diagram sideways.
Selected work
Five builds, with the result each one produced.
Industrial IoT and health systems. The same shape every time: a technical product, a long cycle and a buying committee.
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Strategy · Systems
An intent-led lead-to-opportunity system
Scoring, routing and closed-loop reporting that gave sales a ranked queue and marketing a sourced-pipeline number. HubSpotSalesforceZoomInfo Read the case study -
Systems
A lead scoring model built on fit and behavior
Fit and engagement scored separately, with an MQL handoff sales agreed to. HubSpotSalesforceZoomInfo Read the case study -
Strategy
Coverage matched to sales capacity
A tiered coverage plan built from seller hours, not a lead target. SalesforceHubSpot Read the case study -
Strategy
An account universe built from federal data
A ranked, tiered market built from public EPA and FMCSA filings. EPA and FMCSA dataZoomInfoHubSpot Read the case study -
Systems
An agentic copilot for inside sales
A Copilot Studio agent that researched health systems and drafted outreach, with a rep reviewing every message. Copilot StudioSalesforce Read the case study
Score a lead
Lead scoring, live.
Answer as a prospect would. Firmographic fit plus engagement gives the lead score, the grade and the routing decision. It is a simplified version of the model I build in HubSpot.
Lead score
Grade
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- Firmographic
- Engagement
- Result
Result
Grade A
Route: A direct conversation within 24 hours.
This is the kind of company I build for. In the model, this lead routes straight to a rep.
Grade B
Route: A follow-up with the two closest case studies, then a call.
Good fit, a few things to line up first. In the model, this goes to a BDR sequence.
Grade C
Route: Stay in touch.
Not urgent yet. In the model, this goes to nurture until engagement rises.
Grade D
Route: No follow-up.
Not a fit right now. The model says so, and no rep time is spent.
Firmographic fit comes from the company record; engagement from what a person does. Your answers become a contact with a score, a grade and a route, the same fields the real model writes.
Creative
Creative work, concept through final artwork.
Photography, campaign design and a trade press placement.
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Photography County road Nebraska, on a Canon DSLR. -
Campaign design Know when they're low Runout prevention, written for fuel distributors. -
Trade press Written, laid out and placed LP Gas Magazine, November 2025.
About
How I got here.
I started with a mowing company in middle school and a rock band in college, and I designed the posters for both.
Most recently I led demand generation for a global industrial IoT company, owning the marketing and revenue-development systems, the channels, the reporting and BDR operations. Before that, health systems at NRC Health, where I carried an enterprise quota. Omaha, Nebraska.
Open to senior and manager-level roles
Need the demand engine built, or someone to run it?
Demand generation, marketing operations and RevOps roles in complex B2B, remote or hybrid from Omaha. I also take on a small number of scoped builds.