Tidal RevOps: Marketing Operations Architecture, Marketo Expertise, AI-Native RevOps

Clean Architecture. Compounding Returns.

The outcomes clients see when the foundation is right.

Marketing Efficiency

via:

Platform Refinement
Process Improvement
Headcount Reduction

30%

Improved Pipeline Velocity

via:

Strategic Team Alignments
Operational Model Updates
Optimized Data Architectures

Minimum

10%

Uplift in Validated Attribution

via:

Data Paper Trails
Defendable Modeling Platforms
E2E Channel Tracking

Scaled Operations

Zero Defects.
via:

Project Management
Data Integrations
Efficient, Capable, and Scalable Systems

Enterprise Clients

including:

Cisco, Dell, Verizon
Intuitive Surgical, Webex
Regulated, Audited Environments

Mid Market Clients

across:

SaaS & B2B Tech
Healthcare & Life Sciences
Financial & Professional Services

80+

Nurture Campaigns

Audience-First Design.
spanning:

Acquisition & Onboarding
Re-engagement & Win-Back
Cross-Sell & Expansion

100+

Integrations

including:

CRM ↔ MAP Syncs
Enrichment & Intent Data
Custom APIs & Webhooks

The Face Behind the Strategy

Hi, I'm Eric Rex.

I've spent my career inside the marketing operations of some of the world's most demanding enterprises: Cisco, Dell, Verizon, Intuitive Surgical, and Webex. Enterprise taught me how to run systems that hold up under scale, scrutiny, and regulation. Midmarket taught me how to move fast, experiment aggressively, and compound gains without a fifty-person team. Tidal RevOps combines both. I build revenue engines that growing companies actually need: architected for scale, shipped at the pace of the business, and measurable from day one.

Marketo Certified Expert. 15+ years. Built MOps from zero more than once.

Book a 20-minute architecture review

What I Do

Revenue Operations,
End to End

End-to-end Revenue Operations expertise, from funnel architecture to AI-powered automation, built for enterprises that can't afford to guess.

Revenue Architecture

Full-funnel design from the ground up. Lifecycle stages, funnel definitions, attribution models, and a metrics framework that sales and marketing can both own and operate.

Lead Lifecycle & Routing

Formalized MQL definitions, speed-to-lead processes, and airtight sales handoffs. I design the lifecycle that ensures no lead falls through the cracks at any volume.

Marketing Automation

Enterprise Marketo implementation, migration, optimization, and governance. The operational core of scalable, compliant demand generation, built to handle real complexity. Previously scaled a single Marketo instance 5x in program volume at zero defect rate, enabling 3x marketing headcount growth without added ops overhead.

Stack & Data Integration

MAP, CRM, CDP, NetSuite, and beyond. Connected and in sync. I architect the data flows that keep every system current and every team working from a single source of truth.

Pipeline & Attribution

Connect marketing activity to revenue outcomes with multi-touch attribution, pipeline contribution models, and the dashboards leadership actually trusts to make decisions. Previously deployed Bizible attribution on Marketo for HighGround in an 8-week engagement with a 3-person admin handoff.

AI-Native RevOps

Shipped, not theoretical. At Intuitive Surgical I stood up AI-assisted lead scoring, content generation, and propensity modeling that lifted MQL-to-SAL conversion by 18%. I help teams identify where AI actually earns its keep in the stack, then build it so ops can own it in production.

Engagement Framework

The Four Ds

A named framework every engagement runs through. Diagnose the leak. Design the engine. Deploy with governance. Operate for compounding gains.

Diagnose

Architecture audit of stack, data, and lifecycle. Map where revenue is leaking and where governance is missing.

Design

Blueprint the revenue engine with swimlanes, SLAs, and data contracts both teams can sign.

Deploy

Build, QA, document, and hand off. Governance and monitoring from day one.

Operate

Run it with you, train your team to own it, compound the gains.

Architecture Review

1 to 2 weeks, fixed fee.

Deliverable: diagnostic report and prioritized roadmap. For teams who want a senior second opinion before they commit to a rebuild.

Book a diagnostic

Embedded Build

4 to 12 weeks, scoped SOW.

Deliverable: a shipped system. Lead lifecycle, Marketo instance, attribution rollout, AI pilot, or stack integration.

Scope an engagement

Fractional MOps Leader

Ongoing, monthly retainer.

Deliverable: I run your MOps function. Strategy, team coaching, vendor selection, governance, reporting.

Discuss a retainer

Marketo governance across a Cisco reorganization.

Cisco Security's marketing and sales teams were working from different playbooks, misaligned on funnel definitions, which made pipeline reporting unreliable and conversion metrics impossible to trust.

Over 18 months, Eric served as the embedded strategic advisor across IT, Marketing, and Sales. He architected a unified funnel stage model enforced through system design rather than process agreements, giving Sales leadership data they could finally act on. He assessed the org structure and MarTech stack, recommended a consolidation strategy to leadership, and advised on the technical architecture to bring a fragmented multi-instance environment down to a single, rationalized stack. When a data compatibility issue surfaced in their attribution setup, he identified the root cause and guided the client to the right solution for their constraints and scale.

The revenue engine never went dark, not once, while three enterprise teams and an entire MarTech stack were restructured around it.

Cut lead response time 40% and scaled Marketo 5x without adding ops headcount.

Intuitive Surgical needed a MarTech stack that could move fast without cutting corners, in an environment where regulatory compliance isn't optional.

Eric expanded their MOps infrastructure from a single integration to 10+, each one fully built out, optimized, and purpose-fit for the data requirements of a large-scale medical device enterprise.

The result: a tightly connected, compliance-ready stack that actually gets used. Built to support the complexity of the business, not just check a box.

On-brand email templates embedded inside Verizon's MAP and CRM.

At Verizon's scale, brand consistency in outbound email isn't a nice-to-have. It's non-negotiable.

Eric built a new library of on-brand templates directly inside the MAP and CRM, giving teams a compliant, ready-to-use toolkit that removed the guesswork.

Every email going out now looks like Verizon. No exceptions, no rogue designs, no brand drift.

Three-way Marketo, Salesforce, and NetSuite sync powering Syncplicity lifecycle automation.

Dell EMC²'s Syncplicity division ran three critical systems (Marketo, Salesforce, and NetSuite), each owning its own data domain, but none of them connected. The gap meant manual data entry and list exports between systems. Automation wasn't possible. People were the integration layer.

Eric served as the architect for the Marketo side of a three-way sync across all three platforms. He designed how Marketo consumed data from Salesforce and NetSuite to determine what to communicate and when, and how Salesforce would consume Marketo engagement data to support sales and customer support processes in return.

The result: onboarding and renewal sequences that couldn't exist before were built and launched. Automated lifecycle communications running on clean, connected data across the full stack.

Your AI is only as good as the data underneath it. That's the layer I build.

Clean Architecture. Compounding Returns.

Hi, I'm Eric Rex.

Revenue Operations,
End to End

Revenue Architecture

Lead Lifecycle & Routing

Marketing Automation

Stack & Data Integration

Pipeline & Attribution

AI-Native RevOps

The Four Ds

Diagnose

Design

Deploy

Operate

1 to 2 weeks, fixed fee.

4 to 12 weeks, scoped SOW.

Ongoing, monthly retainer.

Trusted by Fortune 500s and
high-growth enterprises alike.

What Sets Me Apart

Enterprise DNA

Marketo-First Expertise

AI-Native Approach

Let's Talk About
Your Stack.

Marketo governance across a Cisco reorganization.

Cut lead response time 40% and scaled Marketo 5x without adding ops headcount.

On-brand email templates embedded inside Verizon's MAP and CRM.

Three-way Marketo, Salesforce, and NetSuite sync powering Syncplicity lifecycle automation.

Your AI is only as good as the data underneath it. That's the layer I build.

Clean Architecture. Compounding Returns.

Hi, I'm Eric Rex.

Revenue Operations,End to End

Revenue Architecture

Lead Lifecycle & Routing

Marketing Automation

Stack & Data Integration

Pipeline & Attribution

AI-Native RevOps

The Four Ds

Diagnose

Design

Deploy

Operate

1 to 2 weeks, fixed fee.

4 to 12 weeks, scoped SOW.

Ongoing, monthly retainer.

Trusted by Fortune 500s andhigh-growth enterprises alike.

What Sets Me Apart

Enterprise DNA

Marketo-First Expertise

AI-Native Approach

Let's Talk AboutYour Stack.

Revenue Operations,
End to End

Trusted by Fortune 500s and
high-growth enterprises alike.

Let's Talk About
Your Stack.