Marketing Analytics & Planning

How results are measured, shared standards for reports, and plans that work back from a revenue goal to the leads needed to reach it. They tie marketing to deals in progress and to revenue.

Marketing Performance Analysis & Framework

Liftoff · Q4 2021–Q3 2022 (presented October 2022) · Global

What I did

Built the framework and standardized the method.
Analyzed incoming inquiries, reports, webinars, events and paid ads against sales opportunities, engagement and net revenue, using Salesforce reports and Tableau workbooks, to guide where to spend.
Compared prospects by importance: the share of deals, leads and lead sources that came from the most important group, by region.

Revenue and spend figures removed.

Full deck (redacted PDF)

2025 Marketing plan: Priorities, Goals and Ask

Momos · December 2024

What I did

Built a model that starts with leads and works forward to sales-qualified leads (SQLs), to show the CEO and co-founders what was needed to hit later targets.
Set marketing goals against that business measure (SQLs), then proposed priorities, programs and the resources required.

Targets, budget and names removed.

Redacted plan (PDF)

Global reporting on deals in progress, and regional measures

Liftoff · 2020–2023

Set one way to report deals in progress worldwide, and regional measures for creating leads, converting them, and how fast they move.

Planning and unit economics

Momos · 2024–2025

Owned forecasting, budget, the cost to win a customer (CAC), customer lifetime value (LTV), the months to earn back that cost (payback), and the return on marketing spend (ROI).

Result (Momos, 2024–2025)

3x quarter-on-quarter growth in the sales pipeline.

APAC measures and a regular review rhythm

Bidease · 2025–present

Set up the APAC measures and a regular rhythm for reviewing them.

Result (Bidease, 2025–present)

5.2x demand at the start of the sales process.