Real marketing operations
work — from the field.
Xadentra is a new agency, but the engagement patterns below aren't. They're the kind of Marketo, Salesforce, lifecycle, and reporting work our senior team has shipped repeatedly inside B2B SaaS and enterprise marketing teams. Every problem, fix, tool, and outcome below is real — the operating approach, the format, and the shape of results you can expect from us.
Each playbook is structured the same way: Problem · What we fixed · Tools · Outcome · Why it mattered.
Marketo campaign operations cleanup
A global marketing team had inconsistent campaign build processes, unclear QA ownership, and delays moving campaigns from intake to launch. Each regional marketer built programs slightly differently, QA was whoever had time, and 'ship date' kept slipping by days at a time.
Standardized build process, fewer manual QA issues, more reliable campaign launches.
Marketo / Salesforce lifecycle and routing support
A revenue team had unclear lifecycle stages and inconsistent routing between Marketo and Salesforce. The same lead would show one stage in Marketo and a different one in Salesforce. Lead routing fired on partial data, MQLs landed on the wrong owners, and SDR follow-up times were unreliable.
Clarified routing logic, strengthened Marketo/Salesforce alignment, improved handoff reliability.
Reporting and attribution readiness
A B2B marketing team struggled to understand campaign performance because tracking, program statuses, and reporting fields were inconsistent. UTMs were a free-for-all, lead source values had drifted, and two dashboards told two different stories about the same campaign.
Cleaner reporting inputs, more trustworthy dashboards, end-to-end pipeline visibility.