At Newfold Digital / Bluehost, I built board reporting with transaction readiness in mind. At TrustRadius, I connected audience and review generation to qualified pipeline. In my current consulting work, I bring that experience into HubSpot measurement and acquisition reviews.
I work with growth-stage B2B SaaS and fintech marketing leaders with a sales-assisted motion. See the full fit criteria.
I help teams use their data to find opportunities, understand performance, and choose the next investment. Sometimes that means repairing a funnel definition. Sometimes it means looking across products or channels to see where a working program deserves more support.
Start with the question the analysis needs to answer
Which campaigns produce accounts sales can serve? Where do interested buyers stop? Which product or audience is responding well enough to justify more investment? I choose the records and analysis around your question, then trace what the numbers actually represent.
Connect the records before rebuilding the dashboard
I review channel and CRM records, the lifecycle rules, and the definitions used in the report. I check whether periods and account populations are comparable. When marketing and sales count different things, I document the difference and work with the owners to resolve it.
The revenue reporting table separates a response, a qualified conversation, an opportunity, and financial revenue. Those distinctions help your team see where performance changes across the buying process.
Get analysis your team can act on
A focused engagement can produce a measurement audit, a documented set of funnel definitions, or an analysis of a specific channel, cohort, or growth opportunity. I explain the findings, recommend the next action, and identify the person responsible for it.
For ongoing work, I help build and maintain reporting around the decisions your team makes regularly. I review performance with you, investigate changes, and update priorities as the evidence develops.
Carry the explanation into executive reporting
At Ziff Davis, I helped acquire and integrate three Black Friday properties in two years. That portfolio experience is why I keep the business unit and revenue model visible when comparing results. A combined total should help you understand where growth came from.
My board and acquirer reporting guide covers the definitions and supporting records I would organize. The HubSpot funnel guide explains how to start with a deal when teams disagree about the report.
Bring the report and the question behind it
Email me the decision you need the analysis to support. Tell me which systems hold the data and whether you need a focused investigation, reporting improvements, or ongoing analysis.