James Cherian
Demand gen specialist turning automation into pipeline.
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MAP Audit: Turning a Stalled Automation Platform into a 90 Day
Action Plan
A full audit of an underused marketing automation platform for an
enterprise consulting client, resulting in a prioritised fix list the internal
team could execute without external help.
THE BRIEF
An enterprise consulting client had been running Marketo for over two years without a lead scoring model, a clean segmentation strategy, or a documented view of what was actually automated versus manually patched. The team knew something was wrong; they did not know what, or in what order to fix it.
MY APPROACH
I ran a structured audit across four areas: data hygiene and field
mapping, lead scoring and lifecycle stages, campaign and programme architecture, and integration health between the MAP and CRM. Rather than a generic best practice checklist, I mapped every finding against the client's
actual buyer journey for their highest value service line, so recommendations
were prioritised by revenue impact, not just technical tidiness.
WHAT I DELIVERED
· A one page executive summary for stakeholder buy in
· A full findings document, organised by category, each finding rated High -Medium · Low priority
· A 90 day sequenced action plan the internal team could run without ongoing support
· A lead scoring model redesign proposal aligned to their sales stages
RESULT
The client's internal team implemented the first three priority
fixes within the first month.
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Rebuilding a Cold Multi Touch Sequence That Had Stopped Converting
A five email nurture sequence rewritten from the ground up after open rates held steady but replies and meetings booked had dropped to near zero.
THE BRIEF
A multi touch email sequence targeting senior technology leaders
was technically healthy: deliverability was fine, opens were fine, but the
sequence had stopped generating replies or meetings. The existing copy was competent but interchangeable; it could have come from any vendor in the category.
MY APPROACH
I diagnosed the gap as a framing problem rather than a deliverability problem. Every email read like a broadcast from a company, not a message from a person the reader might actually want to hear from. I rebuilt the sequence around a single senior voice, with each of the five touches approaching the same offer from a genuinely different angle rather than repeating the same pitch with softer wording.
WHAT I DELIVERED
A five email sequence, each with a distinct angle: problem framing
· proof point · objection handling · urgency · value recap
Subject line testing matrix with three variants per email
A forwarding line and signature block matched to the sender's
actual seniority and voice
A one page rationale document explaining the strategy behind each
touch, so the internal team could replicate the approach
RESULT
The rebuilt sequence restored two way engagement on a list that
had gone quiet.
· Reply rates increased by 30%
· MQL converted to meetings increased by 15%
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