Michael
Morgan

I design the motions, ship the workflows and own the numbers they move.

Most marketing problems I see aren’t really marketing problems. They’re broken handoffs, messy data and tools that don’t talk to each other. Fixing that for B2B software teams is the work I love most. Then I scale the wins.

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Portrait of Michael Morgan smiling, wearing a blue quarter-zip over a white collared shirt

About me

I help companies grow by fixing what sits underneath the marketing. For more than a decade, I've built the systems, data and programs that help B2B software companies find and keep customers.

I start with simple questions. Who are we trying to reach? Where do things fall through the cracks? What does the business need most? Most growth problems turn out to be simpler than they look: messy data, unclear ownership or a process nobody wrote down. Fix those, and everything else gets easier.

Then I make things a little better every week. Small, steady improvements add up to more than any big relaunch. I use AI the same way: carefully, with people checking the work so it can be trusted. And I try to lead teams the way I'd want to be led, with clear goals, honest numbers and room to do good work.

  • 10+ yearsB2B SaaS marketing operations and demand generation
  • ~$5 millionMarketing and ABM program budget managed in-house
  • 12 companiesIndependently consulted and advised
  • 4xDirectly managed in-house teams
  • Germantown, TNBased in the Memphis area, working remote

Where I sit

Where I sit in a marketing team: marketing operations and marketing engineering at the center. I own Data, Lifecycle and Growth: web and experimentation, lifecycle and nurture, analytics and attribution, and growth and PLG. I build the systems behind Pipeline and Demand: paid media, demand gen and ABM, events and field, partners and influencers, and product marketing. I support Story and Brand with data and tools: content and SEO, brand and creative, and comms and PR.

Impact

  • $1M to $98MAnnual eCommerce sales scaled across DTC and B2B, with Strategic B2B Partner status at Amazon, Wayfair and Overstock.HKC-US
  • ~60%Share of pipeline marketing sourced, on full-funnel attribution built from many marketing attributed activities.Deque Systems
  • ~150Custom workflows designed and deployed to automate company workstreams.Independent
  • 200%+Increase in qualified lead assignment after a new lifecycle model, routing rules and speed-to-lead SLAs.Weaviate
  • +53%Campaign conversion rate lift from redesigning and optimizing all digital properties.Sumo Logic

AI and automation builds

New · Interactive library

GTM Signals

A working library of go-to-market signals: why each one matters, how to detect it, when it misleads you and what every team should do about it. Stack signals together and score how well they cover your funnel.

Explore the library →
  • 80+signals
  • 15+categories
  • 5ready-made stacks
New · Interactive tool

Attribution Models

Same deal, very different stories. Build a buyer journey, switch between attribution models and watch the credit move between touches and channels. Then find the model that fits how you sell.

Compare the models →
  • 8+models
  • 4sample journeys
  • 1quiz to find your fit
New · Interactive model

The Revenue Bowtie

The whole customer journey, from first awareness through renewal and growth, and where marketing operations and engineering does its work at every stage. Move the numbers to see how small gains at each stage compound.

Explore the bowtie →
  • 7stages
  • 8capabilities
  • 1revenue formula
New · Planning calculator

MQL to SQO Calculator

Start with the opportunities or pipeline you need and work backward to the SQLs and MQLs it takes, benchmarked against published B2B research. Plan for a range, not one hopeful number.

Run your numbers →
  • 3scenarios
  • 7lead sources
  • 7+cited studies

Skills and stack

Data governance and deliverability

Consent and subscription management, GDPR/CCPA, suppression and retention policy, deduplication, sender reputation, DMARC/SPF/DKIM.

Marketing operations

MQL and PQL scoring, routing and speed-to-lead SLAs, lifecycle and funnel definitions, campaign taxonomy, UTM governance, HubSpot administration, martech consolidation.

ABM operations

0 to 1 program builds, target account programs, Claygent research and enrichment, 6sense intent signals, HubSpot buying groups.

AI operations

Agentic workflow design, prompt engineering, LLM evaluation, human-in-the-loop review gates, AI enablement and internal adoption.

CRM integration and sales partnership

HubSpot to Salesforce mapping and sync integrity, shared funnel definitions with RevOps and Sales Ops, SDR/BDR handoff, pipeline reporting for CRO reviews.

Analytics and leadership

Multi-touch attribution, BigQuery reporting, experimentation and CRO. Team leadership, agency management, vendor selection and renewals, budget ownership.

Tools I work in

CRM and MAP
HubSpot Enterprise, Salesforce Sales Cloud, Marketo Engage, Salesforce Account Engagement, Braze, Customer.io
Data and attribution
BigQuery, Snowflake, dbt, Fivetran, Segment, Amplitude, HockeyStack, Dreamdata, Looker, Tableau, GA4
Enrichment and intent
ZoomInfo, Clay, 6sense, Demandbase, Bombora, Clearbit, Common Room, Koala, Sumble, Hunter
AI and agents
OpenAI, Anthropic Claude, HubSpot Breeze, Claygents, Cursor, Grok Bot
Engagement and web
LinkedIn Campaign Manager, Google Ads, Webflow, WordPress, Mutiny, Algolia, Chili Piper, LeanData, ChatGPT Ads, Microsoft Clarity, Fibbler, Intellimize, VWO, Hotjar, Optimizely

Operations to engineering

Marketing operations is turning into something new. More teams now call it marketing engineering. The goal is the same, but the work looks very different. Drag the slider to see what moved.

Somewhere in between. Where most teams are right now.

 Marketing OperationsMarketing Engineering
The jobKeep the tools running and the requests movingBuild the systems that create pipeline
Lead routingRound-robin rules inside the marketing automation platformRouting that reads fit, intent and timing, with an agent handling the edge cases
DataClean the list before every send and merge duplicates by handEnrich and classify records as they arrive, so they show up clean
CampaignsBuild the emails, forms and pages from a ticketBuild templates and workflows so marketers can launch on their own
ReportingPull the numbers when someone asksModel the funnel so anyone can get an answer without asking
The stackRun each tool on its ownConnect the tools into one system through APIs and shared data
AINot part of the jobDesign, test and monitor agents that do real work, with people checking the output
ToolkitPlatform certifications, spreadsheets and process docsSQL, APIs, scripting, prompt design and version control
Measured byTickets closed and campaigns launched on timePipeline created, speed to lead and hours given back to the team

Where the week goes

A rough split of a typical week, from my own work. Move the slider and watch the time shift.

From requests to products

The old job was a queue. The new job is building things marketers can use on their own, so the queue gets shorter every month.

From reports to answers

Dashboards still matter. But the goal now is that anyone can get a trusted answer without waiting on me.

From tools to agents

The stack used to be a set of tools I ran. Now it includes agents that do the work and people who check it.

What hasn’t changed: clean data, clear ownership and honest numbers. Everything new gets built on top of them.

Experience

Independent consulting

Marketing Operations & Engineering

Advise SaaS and eCommerce teams on GTM stack architecture, systems design and AI workflow adoption. Selective, project-based.

Work with me
  • 12companies consulted and advised
  • ~150custom workflows designed and deployed
  • 3 to 4xSQL conversion lift for several clients
  1. Deque SystemsDec 2025 to present
    Remote
    Head of Growth & Demand Generation
    • Own governance, hygiene, deliverability and compliance for a 460K-contact database (GDPR/CCPA, consent, suppression, dedupe, DMARC/SPF/DKIM) across enterprise commercial, public sector/FedRAMP and product-led developer segments.
    • Unlocked agentic capabilities in HubSpot (Breeze agents): research, enrichment and list-building agents in production GTM workflows with human review gates, plus a versioned Breeze prompt library.
    • Report to the CRO and lead a team of five plus five contractors and agency partners across demand generation, campaign operations and lifecycle marketing.
    • Own an ~$2M marketing and ABM program budget, with monthly reporting and quarterly business reviews so spend, coverage, conversion and attribution stay in one operating view.
    • Built the 0 to 1 ABM motion across all three segments while maintaining 3x pipeline coverage against revenue targets.
    • Owned HubSpot to Salesforce data mapping and sync integrity across leads, contacts, accounts and opportunities, including routing field mappings, dedupe rules and reconciled funnel definitions.
    • Built MQL and PQL lead scoring in HubSpot fed by Amplitude product signals, with SDR/BDR handoff thresholds and disposition feedback. SQL conversion up 26%, SQL to opportunity up 20%.
    • Built full-funnel deal attribution from scratch. Attribution coverage up 44%, and marketing sourced 60% of pipeline.
  2. WeaviateSep 2024 to Dec 2025
    Remote
    Manager, GTM Operationsand 1 earlier role

    Aug 2025 to Dec 2025

    • Architected the GTM stack (HubSpot, BigQuery, Clay), cutting recurring ops hours 40% through automation and agent-assisted enrichment.
    • Designed the lead lifecycle model (SAL, SQL, S2) with routing rules, enrichment at handoff and speed-to-lead SLAs, increasing qualified lead assignment over 200%.
    • Owned HubSpot to Salesforce object and property mapping so marketing and sales shared one set of definitions. Managed a team of four and an ~$250K program budget.

    Manager, Marketing Operations & Lifecycle Marketing

    Sep 2024 to Aug 2025

    • Built the lifecycle modeling and marketing operations systems behind a period of 3.5x ARR growth.
    • Established campaign taxonomy, UTM governance, routing rules and funnel stage definitions across the GTM stack.
    • Built the 0 to 1 ABM motion and Amplitude to HubSpot MQL and PQL scoring, so product adoption, not only form fills, drove routing, nurture and product-led sales playbooks.
    • Built Claygent-driven enrichment and research workflows that replaced manual list-building for target account programs.
  3. Sumo LogicMar 2023 to Sep 2024
    Remote
    Senior Manager, Digital Marketingand 1 earlier role

    Aug 2023 to Sep 2024

    • Promoted to lead a team of six across digital marketing, web and conversion optimization, plus an agency team of three, managing an ~$5M marketing and program budget.
    • Led redesign and optimization of all digital properties. Campaign conversion rates up 53%.
    • Architected connectivity between ad platforms and personalized web experiences to deliver ABM at scale.
    • Owned the digital tech stack (Marketo Engage, 6sense, Algolia, WordPress) and managed database health and email deliverability across Marketo.

    Manager, Conversion Rate Optimization

    Mar 2023 to Aug 2023

    • Ran a continuous A/B and multivariate experimentation program across primary acquisition paths, and built the testing practice and analytics instrumentation later scaled across the full digital portfolio.
  4. ModloftNov 2022 to Mar 2023
    Hybrid
    Director of eCommerce & Growth Strategy
    • Integrated CRM, marketing automation and analytics to reduce acquisition cost and lift customer LTV.
  5. HKC-USNov 2016 to May 2022
    Hybrid
    Director of eCommerceand 1 earlier role

    Nov 2017 to May 2022

    • Directed DTC and B2B eCommerce strategy across multiple brands, scaling annual sales from $1M to $98M.
    • Earned Strategic B2B Partner status with Amazon, Wayfair and Overstock.

    eCommerce Manager

    Nov 2016 to Nov 2017

    • Built and optimized digital storefronts, improving conversion and accelerating portfolio-wide growth.
  6. Earlier roles2013 to 2016
    Memphis, TN
    Speak Creative, Digital Marketing Strategistand 1 earlier role

    Apr 2014 to Oct 2016

    Hilton Worldwide, Digital Optimization Specialist

    Oct 2013 to Mar 2014

Testimonials

What colleagues and partners say about working with me.

Michael has an incredible ability to make work both productive and enjoyable. He keeps things organized and focused while fostering a fun, collaborative environment where creativity and innovation thrive.
Eva Hutton
The growth we experienced was tremendous as a company. He gets results and made all members of the team feel valued. As we grew, he had a knack for identifying the right talent for the right roles.
Josh Young
Michael brought incredible value and leadership to every brand we partnered with. He’s an expert problem-solver, effective communicator, and results-oriented.
Olivia Barth
As our team lead he was directionally clear, provided valuable insights, and created synergy within the team. He has a wealth of experience, which made working with him a breeze.
Andrew Foronda
He was extremely knowledgeable and regularly took time to answer questions… it’s encouraging to see someone be able to do what they’re passionate about and the results which stem from that passion.
CJ Jordan
Michael is a very talented individual in the industry. He demonstrated unparalleled expertise and innovative strategies.
Brendan Byrne
“Fix what’s underneath, and the rest gets easier.”
Michael Morgan

Contact

hello@michaelkmorgan.com

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