Spend → Traffic
Taxonomy drift
UTMs stop matching the campaign record, so channel cost never joins to sessions. Every number downstream inherits the gap.
Go-to-market diagnostics · marketing operations
“I don’t know where the leak is.”
“I can’t tell what actually worked last quarter.”
“The database has never been cleaned.”
“We inherited a mess.”
“Demand gen is a black box nobody owns.”
What we hear on the first call, near enough word for word.
Findings, not opinions.
We bring engineering discipline to the systems marketing runs on — the automation platform, the CRM, the connectors between them and the reporting on top, examined as one system. Three weeks, read-only, fixed price. Every finding carries the query, the record count and the method, so your own team can reproduce it without us.
Read-only audit · nothing changes without your sign-offHubSpot, Marketo, Salesforce, Dynamics, KlaviyoMost engagements start with the USD 1,500 audit
Dynamics 365KlaviyoPardot
LookerThe platforms we work inside — automation, CRM and the warehouse underneath.
The go-to-market system
Revenue does not leak inside a stage. It leaks at the seams.
Every team has the seven stages. Almost nobody owns the six joins between them — which is exactly where the number marketing reports and the number finance closes stop agreeing.
- Spend
- Traffic
- Form fill
- MQL
- Accepted
- Opportunity
- Closed won
1 / 6
Traffic → Form fill
Unmapped fields
Forms write to fields the CRM never reads. The context that would have qualified the lead dies on arrival.
Form fill → MQL
Scored on activity
Points fire on opens and clicks rather than fit. Volume looks healthy on the marketing dashboard and sales disagrees in the pipeline meeting.
MQL → Accepted
Broken handoff
Routing lands on an ownership rule that changed two reorgs ago. Speed to lead goes from minutes to days and nobody is paged.
Accepted → Opportunity
Influence dropped
The campaign never reaches the opportunity record, so nothing you ran gets credit and next quarter’s budget is argued from anecdote.
Opportunity → Closed won
No reconciliation
Closed revenue is never joined back to spend. The question “what actually worked?” has no query behind it.
Seven stages, six seams. An audit walks every one of them and tells you which is costing you most — with the export behind each finding.
What the work returns
Pipeline you can account for.
Figures from engagements this team has run. Industry and buyer context is given below; client identities are withheld where the work was confidential.
2×sourced pipeline, year on year
+80%sales-accepted opportunities
8 minspeed to lead, from 72 hours
~10×return on ad spend
What we do
Four engagements, each at a published price.
Every piece of work sits on one ladder: the audit first, then a fixed-price fix, then, if you want it, a team that stays. The scope and the exclusions are written down before it starts, and the price is the price.
GTM Systems Audit
3 weeks · from USD 1,500Ten surfaces of the automation platform, the CRM and the connectors between them. Read-only, every finding tied to an export your team can re-run. The usual first step of an engagement, and its fee is credited toward the fix.
Rescue Sprint
6 weeks · USD 14,500 fixedOne named deadlock the audit found, fixed end to end: the merge, the sync rule, the lifecycle stage or the migration that never finished.
Custom Build
Fixed price · quoted from the audit scope memoThe executor, integration or reporting layer the platform does not offer, built inside your portal with the guard set written first.
Embedded Ops
From USD 6,500/month · 3-month minimumFractional marketing ops, up to fractional CMO, working inside your team as part of it: running the system after it is fixed, on standing monthly hours.
The specialist work runs inside those four: Platform migration · CRM & stack sync · Lifecycle & demand · Attribution & reporting · Inherited systems.
Who does the work
A senior bench across every discipline, called in by the problem.
Engagements are not staffed by whoever is free. They are staffed by the disciplines the problem needs: engineering, marketing operations, performance marketing, sales and revenue leadership, data and reporting. Senior people do the work from scoping to readout, and every engagement runs as one accountable thread, led by a project manager who has run this kind of work before.
Forward-deployed engineers
People who write the executor, the connector or the repair script inside your platform, rather than filing a ticket for someone else to.
Performance marketing specialists
Called in when the question is what the spend actually bought, not how the campaign was built.
Sales and revenue leaders
Because a handoff rule is a commercial decision before it is a workflow, and it has to survive contact with a sales team.
Marketing-ops and CRM architects
People who have designed lifecycle models, lead routing and object schemas across HubSpot, Marketo and Salesforce, and know which setting quietly overrides which.
Data and reporting specialists
Called in when the dashboard and the finance number disagree, to write the join down and make the figure reproducible from an export.
A named project manager on every engagement
One person accountable for scope, dates and the written record. You are never routed through an account manager who has to go and ask.
enterprise marketing ops, agency and in-houseWhere we are
A remote-first team across seven cities.
Operators in North America, Europe and India. Work is handed across time zones as a matter of course, so an engagement keeps moving while your own team is offline and the written record is current whenever you check it. It is how the team works across time zones, not an on-call arrangement. Meetings run in your time zone, with a named lead and one accountable thread on every engagement. Client data is retained in North America.
- TorontoET
- New YorkET
- DublinGMT
- LondonGMT
- ParisCET
- DelhiIST
- BengaluruIST
Selected work
Three engagements, three failure modes.
Anonymised at the client's request. Industry, size and the shape of the problem are as they were.
Global B2B spend-management SaaS · 6 regions
Paid pipeline doubled while search moved to AI answers
Owned the paid-media and programmatic programme alongside a performance-marketing agency partner. Launched programmatic and Connected TV as audience-first ABM with a CRM overlay, piloted Reddit ABM and LLM ad placements, and scaled AI-driven campaign types to the top performers. Rebuilt the MQA-to-SAO handoff underneath it so the volume actually converted.
2×+sourced pipeline YoY
+80%SAOs year on year
~10×return on ad spend
B2B SaaS demand engine · automation platform into CRM
A handoff that went from three days to eight minutes
Rebuilt lead capture, routing and lifecycle across the automation platform and the CRM. Defined the stages once, enforced them in the platform, and instrumented the handoff so a lead landing on the wrong owner became a visible event rather than a silent one.
8 minspeed to lead, from 72 h
Series A HR-tech · lifecycle rebuild
Nurture that books meetings instead of sending email
Replaced a generic nurture sequence with a persona-branching lifecycle built on real behaviour, with the reporting rebuilt at the same time so the lift was attributable rather than asserted.
+52%email to meeting
67%of MQLs fully attributed, best month
+22%demo bookings
Latest field notes
What we are seeing inside the stack, written down.
Short, practical notes from the work: what to check, what it proves, and what not to change yet. All field notes →
Oct 17, 2026 · Comparison
Marketo vs HubSpot for B2B SaaS: how we decide
Marketo or HubSpot for B2B SaaS? Six questions we ask before recommending either, what each one makes you buy on top, and when staying on Marketo is right.
Readfield note
Oct 8, 2026 · Field notes
The HubSpot portal audit checklist: 30 checks, and the evidence behind each
A HubSpot audit checklist you can run yourself: properties, lifecycle, workflows, scoring, forms, Salesforce sync, attribution, data quality.
Readfield note
Oct 8, 2026 · Field notes
HubSpot–Salesforce sync audit: 14 checks and the problems each one catches
How to audit the HubSpot–Salesforce sync: inclusion segment, field mappings and sync rules, owners, lifecycle and stage mapping, duplicates, errors.
Readfield note
What clients say
In their words.
Before Agni, our GTM stack was completely siloed, and we could not attribute a single enterprise deal back to its original source campaign. The Agni team untangled the entire system in weeks. They did not just advise us; they were the essential, hands-on resource that fundamentally fixed how our revenue engine operates.
When defending a major marketing transformation budget to the board, you cannot rely on gut feeling. Agni delivered every single finding backed by hard, undeniable evidence. Their thoroughness gave me exactly what I needed to secure executive buy-in without a second of hesitation from the finance committee.
We had been manually cleaning and routing customer data, a process taking my team almost two full weeks every quarter. Agni brought the AI infrastructure right to our seats. That same data pipeline now runs in just a couple of days, fully documented, freeing us to focus on actual innovation.
Most agencies want to keep you dependent on them forever. Agni built our new demand generation engine and handed over a set of incredibly clear, inheritable playbooks. My internal team runs the entire system day-to-day now, completely independently. It was the cleanest handover I have ever experienced.
Find out what the leak costs before you talk to anyone.
Ten questions, about two minutes. You get an estimate of the revenue sitting in the gaps, a score out of 100, and the one seam to fix first. No email required to see it.
Prefer to read first? The engagement pages carry the scope, the exclusions and the price.