Vadim Koenen rebuilds the Marketo, Salesforce, and 6sense systems that revenue teams cannot afford to have break.
Fourteen years inside enterprise B2B marketing automation. I audit, rebuild, QA, and operate the lifecycle, scoring, routing, CRM sync, attribution, and AI-enabled workflows that decide whether your pipeline is real — or just activity.
KRS — Koenen Revenue Systems. Revenue systems architecture for modern B2B teams. Founded and operated by Vadim Koenen, MBA.
Most "Marketo problems" are not email problems.
They are architecture, data, process, and QA problems. Six of the patterns I see most often — and the ones I get hired to fix:
Campaigns launch — data does not tell the truth.
Smart lists run on fields that have not been populated in three years. A "key segment" silently shrinks each quarter. Reporting still cites it.
Leads score — sales does not trust the handoff.
MQLs fire. Reps stop opening alerts because the volume crossed the trust threshold six months ago. The model still runs.
Nurtures exist — no one knows what's live.
Thousands of smart campaigns accumulated over years. A meaningful fraction point at decommissioned fields. Nobody owns the audit — audit work is unrewarded.
Salesforce sync works until it doesn't.
A field-mapping change pushed last quarter cascades into broken routing two months later. The sync log is read by no one.
Reporting shows activity — not revenue movement.
Open rates, click rates, MQL volume. The board asks about pipeline. The dashboard cannot answer.
Personalization is promised — the system cannot support it.
Account-level intent surfaces in QBR slides. It does not surface in the actual outbound. The handoff layer between 6sense and Marketo does not exist.
The operating layer underneath the platforms.
I work the layer most consultants skip — the operating discipline that decides whether the platforms generate revenue or generate cost.
- Marketo
- Salesforce
- Microsoft Dynamics
- HubSpot
- 6sense
- Salesloft
- Workato
- Identity resolution
- First-party data models
- CRM sync integrity
- HIPAA / GDPR compliance
- Tag management
- Stage definitions
- Behavior & fit scoring
- Routing
- Suppression
- Nurture architecture
- Smart campaign QA
- Program governance
- Naming conventions
- Documentation
- Attribution readiness
- Funnel visibility
- Executive readouts
- Tableau / Looker / native
- Agentic AI design
- OpenAI API integration
- Python AI agents
- Operations debt automation
- Account-based personalization
What I get hired to fix.
Each of these is a distinct engagement type. Most retainers combine three or four.
Marketo architecture & rebuilds
Instance audits, program structure, token strategy, smart-campaign governance, and rebuild plans that hold up under campaign pressure.
Lifecycle, scoring & routing
Stage definitions, behavior + fit scoring models, MQL/SAL handoff, alert volume control, routing logic Sales actually uses.
Campaign operations & QA
Smart-campaign QA discipline, program templates, naming conventions, the audit layer that keeps the instance from drifting.
CRM sync & data integrity
Salesforce / Microsoft Dynamics field mapping, sync log discipline, identity resolution, first-party data models, compliance.
Nurture, segmentation & personalization
Multi-touch nurture architecture, account-based personalization that runs against a real CRM, suppression discipline.
Personalized landing page systems
Pursuit microsites, named-account landing pages, and the AI workflow that converts company context into deployable assets. Built into the MarTech stack — not a side project.
Reporting, attribution & funnel visibility
From open-rate dashboards to revenue-movement reporting. Attribution readiness for the metrics the board actually asks about.
Documentation & governance
The artifacts that keep the system maintainable after the consultant leaves. Wikis, runbooks, change discipline.
AI-enabled GTM workflows
Agentic AI inside the MarTech stack to eliminate operations debt — not to crank out more outbound. Source-faithful, human-approved.
Numbers from the work, not the brochure.
The metrics below are from a single engagement at Mitel (08/2020 – 05/2025). Detail on Mod Op (Verizon, Victra, Molex), Teladoc Health, and current independent work in the resume.
Pipeline opportunities activated through intent data and identity-resolution modeling.
Closed-won revenue traced to the unified customer view.
Reduction in time-to-market through workflow and segmentation re-architecture.
Global data ops team led through audience execution, data destinations, compliance reliability.
Audited four distinct global Marketo instances for Verizon and architected the comprehensive migration plan to Microsoft Dynamics. Governed 250+ step HubSpot workflows at Victra. Built Marketo-to-Workato integration pipelines at Molex.
Architecting custom Python-based AI agents and OpenAI API integrations to eliminate marketing-operations debt and automate data hygiene. Deployed 25+ named-account microsites for tier-1 outbound pursuit motions, each tailored to company context, role pain, and proof points — productized through a privacy-first AI workflow. Designed 6sense-powered ABM frameworks (ICP modeling, segment architecture, multi-signal intent scoring) used by Sales and SDR leadership.
Operated audience segments inside a highly regulated, privacy-first HIPAA environment for a global subscription-based digital health business. Translated marketing requirements into CRM integration configurations at enterprise scale.
The operating model.
Seven verbs. Every engagement passes through some subset of these in this order.
Map the instance you actually have, not the one in the diagram.
Separate architecture problems from execution problems from people problems.
Re-architect the parts that won't survive scale. Leave the parts that work.
Discipline-level QA on every smart campaign, sync, and routing rule.
Artifacts the team can use after I leave. No tribal knowledge.
Hand off with a runbook. Train the operators. Stay on retainer if needed.
Quarterly reviews against the operating-layer scorecard. Iterate.
The artifacts I keep retyping into client wikis — now public.
Eight MIT-licensed GitHub repositories and one AI workflow proof page. All built from real engagements.
marketo-audit-checklist
Field-tested checklist for auditing a Marketo instance you have just inherited. Six sections covering interview, instance health, lifecycle, quiet bugs, and a smart-campaign QA template.
View repo →scoring-model-design-patterns
Working patterns for behavior + fit scoring in Marketo, Pardot, HubSpot. What scoring is for, decay rules, anti-patterns that erode model trust.
View repo →6sense-marketo-routing-rules
Routing rules and orchestration patterns for 6sense + Marketo + Salesforce — translating account-level signals into person-level actions sales will run.
View repo →marketo-naming-conventions
Naming spec for programs, smart campaigns, emails, landing pages, forms, fields, tokens, folders — for teams that realized the absence of a convention is itself the convention.
View repo →revops-scoping-questions
The set of questions I ask before quoting a RevOps engagement — for the conversations that decide whether the work is possible.
View repo →AI GTM Asset Engine
A privacy-first workflow that converts company context, role pain, and proof points into prospect-specific GTM landing pages. 25+ named-account microsites deployed. Source-faithful, human-approved.
View workflow →Need a Marketo system that can survive real pipeline pressure?
Two paths, depending on what you need. Both start with the same first conversation.
Talk through your system
Audit, rebuild, or retainer. Initial 30-minute conversation to scope the operating-layer problem and decide whether KRS is the right operator for it. No deck required.
Senior in-house opportunities
Open to senior in-house MarTech / RevOps leadership roles in enterprise B2B environments. Remote. Plano, TX based.