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Marketing Automation & HubSpot ConsultantMarketing Systems

Run the Kitchen.

Build the follow-through your customers need.

I get to know how your customers choose, how your team sells, and where opportunities get stuck. Then I build the CRM, marketing automation, and reporting around that journey—working directly with you from the first decisions through implementation.

Book a Strategy Session

Free 60-minute strategy session

See What's Included
  • Search
  • Paid media
  • Content
  • Reviews
  • Referrals
  • Local

  1. Engage

    Customer needs · Message
    Website · Trust

  2. Connect

    CRM · Customer context
    Owner · Next step

  3. Act

    Respond · Qualify
    Follow up · Sell

    Human judgment

  4. Revenue

    Won work · Revenue
    Learn from wins and losses

Learn from what becomes good business.

Search · Paid · Content
Reviews · Referrals · Local

  1. Engage

    Customer needs · Message
    Website · Trust

  2. Connect

    CRM · Customer context
    Owner · Next step

  3. Act

    Respond · Qualify
    Follow up · Sell

  4. Revenue

    Won work · Revenue
    Learn from wins and losses

Learn. Feed it back.

Built around how customers choose
and your team follows through.
  • Understanding
    Start with your customers, message, and sales process.
  • Follow-through
    Give each opportunity context, an owner, and a next step.
  • Consistency
    Build workflows your team can use and improve.
  • Visibility
    Follow what happens from the first inquiry through revenue.

A lead isn’t
the finish line.

You work to earn a customer’s attention. After they call, submit a form, or request a consultation, they still need a useful response, confidence in your service, and a clear next step.

I look at that experience with you and your team, from the message that brought someone in to the follow-through that helps them decide.

Marketing happens in pieces.

When channels work from different assumptions, customers hear different messages. Your team and partners need the same understanding of who you serve and why people choose you.

Disconnected inputs. SEO, ads, email and referrals stop before joining a shared Inquiry, Owner and Response path.

Leads enter. Follow-through varies.

Calls, forms, messages, and inquiries reach different people and systems, creating inconsistent response, qualification, and follow-up.

Inconsistent routing. Inquiry branches three ways: one reaches Owner and Response, one stalls before Response, and one stops before an owner is assigned.

Marketing and sales operate separately.

When marketing only sees the inquiry and sales only sees the conversation, customer context and useful feedback can get lost between them.

Broken handoff. Marketing's Inquiry and Response path stops before connecting to Sales' Qualification and Opportunity path.

The tools exist, but the system doesn’t.

CRM, automation, analytics, call tracking, websites, and other software have accumulated over time without a clear operating architecture.

Isolated tools. CRM, Automation and Analytics each connect to an individual stage, but Inquiry, Response and Follow-up have no shared route between them.
  1. Inquiry
  2. Owner
  3. Response
  4. Qualification
  5. Follow-upNext step
  6. Opportunity
Give every opportunity an owner and a next step.

Every inquiry deserves a clear next step.
Start with the opportunities you already create.

Marketing doesn’t stop
when a lead comes in.

Your positioning and message set an expectation. I help carry that understanding into the website, inquiry, response, and sales conversation, so each step helps customers decide whether you are the right fit.

  1. Demand
  2. Attention
  3. Trust
  4. Engagement
  5. Inquiry
  6. Response
  7. Qualification
  8. Sales
  9. Revenue
  10. Learn

Strategy + Systems + People AI supports the work throughout.

Sales outcomes inform the next marketing decision.

We follow the same customer across acquisition, messaging, inquiry, response, sales, and reporting. What happens later should help improve the decisions made earlier.

What we’re trying to create.

A connected customer journey
Customer needs, positioning, and messaging guide the journey from discovery through the sale.
Better follow-through
The right person gets the right context and knows what needs to happen next.
Stronger marketing and sales alignment
Marketing understands what creates revenue. Sales understands where opportunities originate and what customers experienced before the handoff.
Less manual work
Automation handles repetitive movement, reminders, data updates, and routing where appropriate.
Better customer experiences
Build clearer messaging and dependable responses around what customers need at each stage.
Revenue visibility
Understand the path from source and campaign to opportunity, customer, and revenue.

What your system
needs to support.

Six connected areas to examine with you. Your customers, business priorities, and sales process determine which ones need work.

Your
Growth
System

  • Strategy & foundation
  • Customer journey
  • Demand & channels
  • CRM & automation
  • Marketing + sales
  • Measurement & enablement
Six parts. One connected view.

Strategy & Foundation

I learn your customers, niche, positioning, and sales process before deciding which systems need to change.

What we look at in Strategy & Foundation
  • Business and revenue goals
  • Priority services
  • Ideal customers
  • Positioning
  • Offers
  • Market priorities
  • Service areas
  • Existing marketing strategy
  • Customer acquisition economics where available

Customer Journey & Conversion

Build around what customers need to understand, trust, and do before they choose you.

What we look at in Customer Journey & Conversion
  • Discovery
  • Search intent
  • Reviews and reputation
  • Website experience
  • Messaging
  • Calls to action
  • Forms
  • Phone calls
  • Consultation requests
  • Trust signals
  • Follow-up expectations
  • Conversion friction

Demand & Channels

Give your team and partners a shared customer, message, and business priority to work toward.

What we look at in Demand & Channels
  • SEO
  • Local SEO
  • Google Business Profile
  • AI search
  • Paid search
  • Paid social
  • Content
  • Email
  • Social
  • Referrals
  • Partnerships
  • Reputation
  • Local marketing
  • Offline media where relevant

CRM, Automation & Lead Management

Give every opportunity somewhere to go—and a clear next step.

What we look at in CRM, Automation & Lead Management
  • CRM architecture
  • Contact and company records
  • Lifecycle stages
  • Lead status
  • Deal stages
  • Forms and phone inquiries
  • Lead routing
  • Ownership
  • Response workflows
  • Follow-up and nurturing
  • Notifications and tasks
  • Data hygiene
  • Integrations
  • Automation
  • AI support where useful

Marketing & Sales Alignment

The handoff between marketing and sales should be part of one connected customer journey.

What we look at in Marketing & Sales Alignment
  • Shared lead and opportunity definitions
  • Response and qualification ownership
  • Scheduling and follow-up
  • Nurturing and reactivation
  • Source and campaign context
  • Service interest and inquiry history
  • Lead quality
  • Objections and lost reasons
  • Service fit and pricing friction
  • Close rate and sales-cycle length
  • Customer questions

Measurement, Enablement & Improvement

Help your team use the system, understand what happens through the sale, and decide what to improve.

What we look at in Measurement, Enablement & Improvement
  • Dashboards and attribution
  • Source tracking
  • Conversion rates
  • Lifecycle stages
  • Response times
  • Pipeline and revenue
  • Lost reasons
  • SOPs and documentation
  • Team roles
  • Training and adoption
  • Optimization cadence

We choose the work around your priorities. The channel or platform earns its place by helping customers or the people serving them.

HubSpot implementation and cleanup.

When HubSpot fits your business, I handle the implementation or cleanup directly with your team. We define lifecycle stages and pipelines around how you sell, carry available source and service context into records, test workflows before they reach customers, and connect reporting to pipeline and revenue. If you already use HubSpot, we review what is working before deciding what needs to change.

From Attention
to Revenue.

Follow the customer from the message that earns their attention to the conversation, sale, and outcome. Use that evidence to decide what deserves more attention and what should change.

Attract

  • Search
  • Paid
  • Content
  • Local
  • Referral

Engage

  • Positioning
  • Messaging
  • Website
  • Offer
  • Conversion

Connect

  • CRM
  • Tracking
  • Context
  • Automation
  • Routing

Convert

  • Response
  • Qualification
  • Follow-up
  • Sales
  • Pipeline

Learn

  • Revenue
  • Conversion
  • Lost reasons
  • Lead quality
  • Customer insight
  • Strategy
  • Technology
  • AI
  • People
  • Measurement

Outcomes feed the next decision.

  1. Attract

    Search · Paid · Content · Local · Referral

  2. Engage

    Positioning · Messaging · Website · Offer · Conversion

  3. Connect

    CRM · Tracking · Context · Automation · Routing

  4. Convert

    Response · Qualification · Follow-up · Sales · Pipeline

  5. Learn

    Revenue · Conversion · Lost reasons · Lead quality · Customer insight

Through every stage

  • Strategy
  • Technology
  • AI
  • People
  • Measurement
One customer. One connected system.

A marketing system built
around your business.

Understand the journey.
Build the follow-through.

We agree on the customer experience, responsibilities, and first priorities before choosing what to build. I handle the implementation with your team, document how it works, and help them put it into use.

What an engagement can include.

Your system should make these
questions easier to answer.

  • Where are our best customers coming from?
  • What messages and experiences get them to engage?
  • What happens immediately after someone reaches out?
  • Who is responsible for the next step?
  • How quickly are we responding?
  • Which leads are actually qualified?
  • Where are opportunities getting stuck?
  • How consistently are we following up?
  • What is sales learning from customers?
  • Is that information getting back to marketing?
  • Which marketing activity becomes pipeline?
  • Which activity actually becomes revenue?
  • What should we improve next?

Which marketing processes should you automate first?

Start where your customers or team are getting stuck. I review response, routing, follow-up, and reporting with you, then choose the first improvement around its value, the risks, and the people who need to use it.

Give the next inquiry an owner.

Start with what the customer needs next.

ActivityResponseFollow-through

If inquiries are waiting, review where they arrive, who should respond, and what context that person needs. Agree on a practical response workflow before automating it.

Make the next step clearer.

Check whether the message fits the customer.

ActivityInquiryFollow-through

Look at your positioning, offer, website, and inquiry path. A clearer message can help people understand whether your service fits their needs before they reach out.

Carry the customer story forward.

Give the next conversation useful context.

ActivitySalesFollow-through

Connect the source, service interest, questions, and previous communication to the person handling follow-up. Bring customer feedback and lost reasons back into marketing decisions.

Fix the handoff between systems.

Start with the work the connection should support.

ActivitySystemsFollow-through

Find where context disappears or the team repeats work. Use the tools you already have when they fit, and add technology only when it serves an agreed priority.

Illustrative opportunities. The right intervention depends on your business.

One customer.
One journey.

Customers should not have to repeat their story at every handoff. Marketing needs to understand what happens in sales, and sales needs the context behind each inquiry.

Marketing

  • Traffic
  • Campaigns
  • Engagement
  • Leads
  • Cost
SameCustomerShared context

Sales

  • Conversations
  • Qualification
  • Opportunities
  • Objections
  • Revenue

Lead context moves forward. Learning comes back.

Marketing learns what becomes good business.
Sales gets the context to follow through.

Keep the customer’s context intact.

I work with the people on both sides of the handoff to define useful context, ownership, and feedback. Customer questions, objections, and lost reasons can then shape better messages and follow-up.

Shared definitions
Lead, qualified lead, opportunity, and customer.
Clear ownership
Response, qualification, scheduling, follow-up, and nurturing.
Customer context
Source, campaign, service interest, inquiry, and history.
Feedback upstream
Lead quality, objections, lost reasons, and customer questions.

A system your team
can actually run.

I work with the people who will use the system to make responsibilities, workflows, and review points clear. They need to understand the customer context and the next step, as well as the technology.

  • Marketing
  • Sales
  • Leadership

What they see. What they own.
What happens next.

  • Workflow
  • Training
  • Ownership
  • Reporting
What team enablement can include
  • Workflow and CRM training
  • Sales process training
  • Lead-handling standards
  • Reporting expectations
  • Documentation and SOPs
  • Automation oversight
  • Roles and ownership
  • AI workflow training
  • Manager dashboards
  • Optimization routines

Build it. Teach it. Use it. Improve it.

How we build it.

Understand the customer and business first. Agree on priorities, build with your team, and follow what happens through the sale.

  1. 01

    Diagnose

    I learn how customers choose, what your message promises, how your team sells, and where people lose context or momentum.

  2. 02

    Design

    We agree on priorities, customer touchpoints, responsibilities, and measurement before choosing what to build.

  3. 03

    Implement

    I build the agreed workflows with your team, test the handoffs, and document how people should use and oversee them.

  4. 04

    Optimize

    We review the path through the sale, learn from customer feedback and won or lost work, and choose the next improvement.

Build the system behind the growth.

Strategy sets the direction. AI Enablement improves how the work gets done. Marketing Systems connects the strategy, technology, people, and sales process.

Explore StrategyExplore AI Enablement

The ingredients
can change.

We choose the capabilities around your customers, business priorities, and the people responsible for the work.

Strategy

  • Marketing Strategy
  • AI Strategy
  • SEO
  • AI Search

Systems

  • CRM
  • HubSpot
  • Automation
  • Marketing Operations

Experience

  • Websites
  • Content Systems
  • Conversion Optimization
  • Workflow Design

Intelligence

  • Analytics
  • Attribution
  • Lead Management
  • Agents

Built for service businesses where growth
depends on more than generating a lead.

For San Diego service businesses that already create demand and need more of it to turn into revenue.

A good fit if...

  • You already generate inquiries but know opportunities are getting lost.
  • Your marketing channels operate independently.
  • Your CRM exists but isn’t driving a consistent process.
  • Follow-up depends too heavily on individual people remembering what to do.
  • Marketing and sales report on different things.
  • Leadership cannot clearly connect marketing activity to pipeline and revenue.
  • Your technology stack has grown without a larger architecture.
  • You want to improve conversion before simply buying more traffic.
  • You have a team that needs clearer workflows and training.
  • You’re adopting AI and automation but want them integrated into the way the business already works.
  • You’re preparing for growth and know the existing process will not scale cleanly.

Probably not the right fit if...

  • You need a software-only setup with no review of the customer or sales process.
  • You want a few quick automations without examining the process underneath them.
  • You want marketing to generate leads but aren’t willing to examine what happens after they arrive.
  • You aren’t prepared to involve the people responsible for sales or customer follow-through when those workflows need improvement.

Systems from someone
who’s had to run them.

I bring 15+ years in marketing and sales to this work. I’ve had to operate the systems, follow the opportunities, and explain what the numbers mean for the business.

You work directly with me across the decisions and the implementation. My experience spans strategy, websites, SEO, paid media, CRM, automation, analytics, sales processes, AI, vendors, and internal teams. I connect those disciplines around what your customers and team need.

T.J. Kidder

More about T.J.

An initial check of the data behind your decisions.

Business discovery tells us which questions matter. These checks help identify whether the data you already collect can support the answers.

  1. Tags fire where they should.

    Analytics and conversion tags on the pages and actions that matter.

  2. UTMs survive the trip.

    Campaign links carry their source through the form and into the CRM record.

  3. Forms land in the CRM with context.

    Source, service interest and owner are attached, not just a name and email.

  4. Relevant audiences are working as intended.

    Where retargeting is part of the plan, check that audience setup reflects the customer journey and intended visitors.

  5. Reporting differences are understood.

    Compare analytics, Search Console, and CRM reporting in context, and identify gaps that could distort decisions.

A few practical
questions.

Will I work directly with you?

Yes. You work directly with me, T.J. Kidder, and the people responsible for customer follow-through. We agree on priorities, responsibilities, and the build scope before implementation.

How do you decide what to fix first?

I start with how your business earns customers: their needs, your positioning and messaging, and what happens between inquiry and sale. We review the evidence and choose priorities around customer impact, team capacity, and the risks involved.

How will we know whether the system is helping?

We agree on measures tied to your priorities and available data. These may include response and follow-up, qualified conversations, booked work, pipeline, revenue, and reasons opportunities are lost. The aim is useful decisions about what to improve.

Is Marketing Systems just CRM implementation?

No. CRM may be part of the work, but the engagement starts with your business, customers, marketing, and sales process. Technology supports the system rather than defining it.

What does a marketing automation consultant do?

A marketing automation consultant designs and builds workflows for routing, reminders, follow-up, and reporting. I start with your customers and sales process, agree on who owns each step, and decide where automation helps and where a person needs to act.

Do you handle HubSpot implementation?

Yes, when HubSpot is the right fit. You don’t need HubSpot: the right architecture depends on your business and existing systems. If you’re already using HubSpot, I can help determine whether it’s being structured and used effectively, and handle HubSpot implementation or cleanup where it’s needed.

Do you actually implement the system?

Yes. Unlike the Strategy Blueprint, Marketing Systems is designed to move further into implementation. The exact build is scoped around the priorities and technology involved.

Will you work with our existing marketing team or agency?

Yes. I help connect their work to your customer journey, shared responsibilities, and sales reporting. The goal is to give everyone the context and next steps needed to serve the same customer.

Does our sales team need to be involved?

When the system includes qualification, follow-up, pipeline, or customer handoffs, yes. Marketing and sales need shared definitions and processes for the system to work properly.

Do you train our team?

Yes. When your team will run the workflows, training and documentation are part of the agreed implementation scope. We make responsibilities, customer context, and human review points clear.

Can you automate our follow-up?

Potentially. We first look at what customers need after they contact you, what your team should do, and where personal judgment matters. Then we decide which reminders, routing, or communication steps are appropriate to automate.

Where does AI fit?

AI can support research, customer context, CRM workflows, communication preparation, sales enablement, reporting, analysis, and other processes. It should support the broader system rather than become the system itself.

What if we mainly need more leads?

We can evaluate that together. Lead volume is one part of the picture. I also look at customer fit, messaging, response, and sales follow-through so we can decide whether the priority is generating demand, improving the journey, or both.

Is this marketing operations or RevOps?

Both overlap. Marketing Systems covers marketing operations and the marketing-to-sales handoff that revenue operations teams care about: shared definitions, pipeline stages and reporting from source to revenue. For a service business, it’s one connected system either way.

How long does an engagement take?

It depends on complexity. Systems work is usually scoped in phases based on the customer journey, technology, integrations, workflows, and implementation required.

What happens after
your next lead comes in?

Let’s look at how customers reach you, what they need next, and where your team loses context or momentum. We’ll identify what deserves attention before deciding whether a systems engagement is the right fit.

Book a Strategy Session

Free 60-minute strategy session

The right channels. The right message.
The right systems. The right follow-through.

  1. Attract
  2. Engage
  3. Connect
  4. Convert
  5. Learn

Marketing doesn’t stop at the lead.
Neither should your marketing system.