Leads lose context on the way to sales.
Questions, relevant history and the reason for follow-up get lost between marketing and sales.
Marketing automation, CRM & practical AI
Make your marketing systems work.
Get leads to sales with the right context, reports your team can trust, and less repetitive work. I fix how your marketing automation and CRM work together, and put AI to work where it helps, starting with the tools you already use.
Marketing systemsAutomation & lifecycleCRM & dataHandoffs, records & reportingPractical AIUseful work with human reviewDeliveryDirect, founder-led work
Problems worth fixing
The visible problem is rarely contained in one tool.
I follow the work across marketing automation, CRM and the data between them, whether they are separate tools or parts of one platform.
Records disagree between systems.
Marketing automation and CRM no longer show the same person, status or result.
A customer journey still sends the wrong message.
Old logic, data or timing continues to affect the experience after a platform change.
Build · Fix · Run
Start with the work costing your team the most time or rework.
I check what your current tools can support, fix the relevant gap and test the result with the people doing the work. We consider new software when a requirement cannot be met reliably at a sensible cost.
Add a missing capability
Build
Create the workflow, journey, connection or AI-assisted process the team needs next.
- New lifecycle and nurture programs
- Sales handoffs and customer-data flows
- Reporting foundations
- Practical AI workflows with review built in
Stabilize existing work
Fix
Find why the result is unreliable, correct the underlying process or system, and test it end to end.
- Broken journeys and CRM connections
- Conflicting records and reports
- Manual work and repeated rework
- Post-migration gaps, QA and documentation
Keep it dependable
Run
Specialist care for the systems, journeys and workflows after the build or fix is in place.
- Journey and workflow care
- Testing, troubleshooting and maintenance
- Reporting checks and operational improvement
Practical AI
Your setup doesn't have to be tidy for AI to help.
I use AI from the start, including to help organize scattered information, not just after everything is cleaned up. That can mean reviewing records and notes, or preparing first drafts, account research, reports, and website updates. I handle the setup and check the work. We agree on what runs automatically and what needs a person's approval.
Capabilities
Marketing execution, connected from journey to data.
Marketing automation remains at the centre, supported by CRM, customer data and practical AI.
Primary capability
Marketing Automation & Lifecycle
Design and implement campaigns and journeys that respond to customer and lead behaviour.
- Campaign and journey design
- B2B nurture and B2C lifecycle programs
- Email, SMS, triggered and transactional communications
- Segmentation, consent, preferences, testing and QA
Connected foundation
Customer Data & Integrations
Move reliable customer and lead information between the systems marketing depends on.
- Data structures, mapping, APIs and SQL
- System synchronization and data-flow troubleshooting
- Behavioural, ecommerce, form and website data
- Migration and post-change stabilization
Marketing and sales connected
CRM-Connected Marketing
Make relevant marketing and customer context easy for sales to use, with clear handoffs, less repeated entry and feedback to marketing.
- Lead capture, scoring, routing and lifecycle stages
- Nurture and sales handoff
- CRM-to-marketing synchronization
- Lead and customer data quality
Useful, supervised AI
Practical AI Workflows
Use AI inside real marketing work with clear checks and approval points.
- Research and first-draft workflows
- Record, note and source-material review
- Reporting support and summaries
- Website-update preparation
Experience behind ExactWork
Business systems depth, focused on marketing execution.
ExactWork is led by Rafael Bueno, whose career spans more than two decades across enterprise systems, CRM and marketing technology. He led complex enterprise implementations for more than a decade and later worked in digital-marketing presales.
Since moving to Canada in 2019, Rafael's work has concentrated on hands-on marketing automation implementation and operations. Clients work directly with Rafael.
- You work directly with me. I investigate the problem and do the implementation—not just hand over recommendations.
- We agree on scope and dates up front. If something puts delivery at risk, you hear it from me early.
- If I’m not the right person to help, I’ll say so.
Deep experience
Oracle Responsys, including certification, and Oracle Eloqua.
Additional hands-on experience
Hands-on HubSpot experience, supported by customer data, SQL, APIs, integrations, consent and campaign QA.
Broader exposure and developing capability
Marketo, Pardot, Salesforce Marketing Cloud, Oracle Maxymiser and Oracle Infinity.
Tell me what’s stuck.
Leads losing context, numbers nobody trusts, a messy setup, or repetitive work you want off your team’s plate. Tell me what’s happening, and I’ll tell you straight whether I can help.