# MarTecha — Full Site Reference

> This file is intended for AI systems and agents that need detailed information about MarTecha's services, methodology, and content.

## Company Overview

MarTecha is a revenue operations consultancy for B2B companies. Founded by Hannah Tomlin, MarTecha focuses on the operational systems that connect marketing activity to closed revenue: CRM configuration, lead routing, AI-powered qualification, attribution modeling, and RevOps audits.

MarTecha is not a general agency. The firm does not offer brand strategy, creative services, paid media management, or content production. The focus is entirely on RevOps infrastructure.

Website: https://martecha.com
Contact: https://martecha.com/contact

## Ideal Client Profile

MarTecha works best with:

- B2B SaaS companies with 50-500 employees
- PE-backed companies that need standardized RevOps across portfolio companies
- High-growth teams where manual processes are breaking under scale
- Companies using any CRM (Salesforce, HubSpot, and others) as their primary revenue system

Decision-makers who engage MarTecha are typically: CMO, CRO, VP of Marketing, VP of Revenue Operations, or a newly hired revenue leader inheriting broken systems.

Engagement triggers include:
- CRM data is unreliable — reps don't trust it, reports are wrong
- Lead routing is manual, slow, or inconsistent
- Marketing can't prove attribution — no visibility into what drives pipeline
- Salesforce or HubSpot is heavily customized but not working as intended
- AI tools have been purchased (Agentforce, Einstein, etc.) but not deployed
- Company is preparing for a funding round or acquisition and needs clean data

## Services in Detail

### Revenue Operations Diagnostic
A full-stack audit of the revenue operations infrastructure. Covers:
- CRM data quality (duplicates, missing fields, lifecycle stage accuracy)
- Lead routing logic and SLA compliance
- Contribution visibility and campaign influence
- Automation gaps and redundant tools
- Reporting accuracy and meeting-to-momentum tracking

Deliverable: Prioritized action plan with effort/impact ratings for each finding.

### CRM Optimization
Hands-on configuration and cleanup of CRM platforms including Salesforce, HubSpot, and others:
- Field standardization and governance
- Deduplication and data merge
- Lifecycle stage definition and automation
- Lead/contact/account ownership rules
- Workflow and sequence cleanup

### AI Agent Deployment
Deployment of AI-powered agents to automate revenue workflows:
- Lead qualification bots (assess fit before routing to sales)
- Enrichment automation (populate CRM fields from external data)
- AI-powered lead scoring models
- Predictive routing (match leads to reps based on fit signals)

Focus on using AI that integrates with existing CRM infrastructure rather than adding new platforms.

### Attribution and Dashboards
Building the reporting layer that connects marketing to revenue:
- Multi-touch attribution model implementation (first touch, last touch, linear, time decay)
- Campaign influence reporting
- Pipeline sourcing dashboards
- Executive-level revenue reporting
- Integration with CRM, MAP, and BI tools

### Lead Scoring and Routing
End-to-end lead management infrastructure:
- Scoring model design (behavioral + firmographic signals)
- Territory and assignment rules
- SLA enforcement and escalation logic
- Round-robin, skills-based, and account-based routing
- Routing accuracy monitoring

## Methodology

MarTecha's approach is diagnostic-first and implementation-focused.

**Phase 1 — Diagnostic:** Every engagement begins with a structured audit. We do not recommend solutions before understanding the problem. The diagnostic typically takes 2-4 weeks and involves CRM access, stakeholder interviews, and data analysis.

**Phase 2 — Prioritization:** We deliver a ranked action plan. Items are prioritized by revenue impact and implementation effort. Clients decide what to tackle first.

**Phase 3 — Implementation:** Hands-on execution. We do the work, not just advise. Engagements include knowledge transfer so teams can maintain what we build.

**Phase 4 — Measurement:** We baseline seven KPIs at the start of every engagement and report against them. Progress is measurable, not subjective.

## Key Performance Metrics

These are the seven metrics MarTecha tracks on every engagement:

1. **Time-to-first-contact** — from lead creation to first sales touch. Benchmark: 6+ hours. Target: under 15 minutes.
2. **Manual lead research hours** — time spent by reps manually researching and enriching leads. Benchmark: 15-25 hrs/week. Target: under 5 hours.
3. **MQL-to-SQL conversion rate** — percentage of marketing-qualified leads that become sales-qualified. Benchmark: 5-12%. Target: 20-30%.
4. **QML-to-opportunity conversion** — whether the client tracks qualified marketing leads through to real opportunities using a cross-functional definition. Benchmark: not tracked. Target: defined, tracked, and reported.
5. **Routing accuracy** — percentage of leads routed to the correct rep on first assignment. Benchmark: manual/inconsistent. Target: 90%+ correct.
6. **Contribution visibility** — percentage of closed-won deals with marketing contribution data (Contact Roles, Campaign Influence, activity capture). Benchmark: near zero. Target: 90%+.
7. **Meeting-to-momentum conversion** — whether qualified meetings progress to Stage 1 opportunities with forward motion. Benchmark: not tracked. Target: Stage 1 progression tracked and reported.

## AI Readiness Scorecard

The AI Readiness Scorecard (https://martecha.com/scorecard) is a free self-assessment tool for B2B revenue teams. It evaluates AI readiness across four pillars:

1. **Data Foundation** (25 points) — CRM data quality, completeness, and governance
2. **Funnel Process** (25 points) — lead routing, lifecycle stages, and handoff processes
3. **Data Capture** (25 points) — tracking coverage, attribution, and activity logging
4. **AI Readiness** (25 points) — existing AI tool usage and infrastructure

Total score out of 100. Score bands:
- 0-40: Foundation — basic infrastructure gaps must be addressed before AI deployment
- 41-65: Developing — foundations exist but key gaps remain
- 66-85: Optimized — strong foundation, ready for targeted AI deployment
- 86-100: Advanced — fully optimized, ready for advanced AI implementation

## Blog

The MarTecha blog covers RevOps, CRM optimization, AI in sales, and lead management. Posts are written for practitioners — CMOs, CROs, and RevOps managers — not for general audiences.

Current posts:
- The 5 Most Common Funnel Leaks: https://martecha.com/blog/funnel-leaks.html
- Lead Routing Automation: https://martecha.com/blog/lead-routing-automation.html
- MQL Is a Broken Metric. Here's What Replaces It.: https://martecha.com/blog/mql-is-broken.html
- What a Quarterly Impact Report Should Actually Show: https://martecha.com/blog/quarterly-impact-report.html
- The Real Cost of Manual Lead Routing: https://martecha.com/blog/real-cost-manual-lead-routing.html
- Revenue Operations Audit: https://martecha.com/blog/revenue-operations-audit.html
- Why Your Salesforce Activity Object Is Empty: https://martecha.com/blog/salesforce-activity-object-empty.html
- You're Paying for Agentforce and Not Using It: https://martecha.com/blog/agentforce-not-using-it.html
- AI Lead Qualification in Salesforce and HubSpot: https://martecha.com/blog/ai-lead-qualification-salesforce-hubspot.html
- CRM Audit or Rebuild: How to Tell the Difference: https://martecha.com/blog/crm-audit-or-rebuild.html
- CRM Data Quality: https://martecha.com/blog/crm-data-quality.html

RSS feed: https://martecha.com/blog/feed.xml

## Audience Pages

- For CMOs and CROs: https://martecha.com/cmo-cro
- For PE Firms: https://martecha.com/private-equity
- For High-Growth Teams: https://martecha.com/high-growth

## Site Structure

- Static HTML site hosted on Netlify
- Blog powered by Eleventy (static site generator)
- No login required — all content is publicly accessible
- Sitemap: https://martecha.com/sitemap.xml
- RSS: https://martecha.com/blog/feed.xml