Marketing Operations · GTM Systems · Automation · AI · Data

I build the systems behind better go-to-market execution.

I'm Brandon Burkman, a marketing operations leader with 15+ years in B2B. I fix slow lead handoffs, disconnected lifecycle processes, and reporting teams can't trust.

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Focus: Professional portfolio

01 / Selected work

Case studies: systems in practice

Beta Systems Software · Case study

AI-Assisted Lead Routing

A HubSpot routing workflow combining business rules, AI classification, and human review to get inbound inquiries to the right sales owner faster.

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Speed-to-lead: <60 minPreviously more than four hours
Lead assignments automated: ~90%Approximate share of assignments

Beta Systems Software · Case study

North American Marketing Operations Engine

A regional HubSpot implementation connecting lifecycle definitions, segmentation, nurture, qualification, sales handoffs, and full-funnel reporting.

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Mirantis · Case study

Pardot + Salesforce Campaign Operations

Rebuilt campaign architecture, audience segmentation, and nurture across Pardot and Salesforce to support more consistent execution and reporting.

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02 / Focus

Problems I solve

GTM systems

Slow lead handoffs and inconsistent lifecycle processes. I connect CRM, qualification, routing, and sales ownership.

Growth infrastructure

Fragmented campaign execution and reporting teams can’t trust. I improve segmentation, campaign structure, attribution, and measurement.

Automation + AI

Manual work and ambiguous inquiries. I combine rules, AI classification, and human review where each is useful.

03 / GTM Systems Lab

What I’m building and testing

Web + content systems

Live

Building a maintainable professional website

A Squarespace replacement launched in October 2026, built with Codex, structured content, governed analytics, and a reviewed release process.

Next.js
React
TypeScript
Tailwind CSS
Git + GitHub
Vercel
GA4
Formspree
Codex

Launch checks verified 19 pages, 25 legacy URLs, contact delivery, and GA4 success-event receipt on the custom domain.

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Enrichment + orchestration

Tested draft

Clay ICP enrichment workflow

A job-search workflow connecting an ICP audience, person enrichment, an email waterfall, and job-change signals.

Clay Audiences
Person enrichment
Work Email Waterfall

Correcting the employer mapping improved completed runs from 4/10 to 9/10 in a small test.

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Data + decision systems

Portfolio exercise

AI-ready GTM data audit

A synthetic data audit exploring the rules, ownership, and review needed before activating AI-assisted outreach.

Synthetic GTM data
Data-quality audit
Activation rules

A five-gate model narrowed 3,000 fictional contacts to 187 candidates for a controlled pilot.

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Explore the Systems Lab

04 / About

How I approach the work

I work at the intersection of marketing operations, growth, and technology. My focus is turning complex processes and disconnected tools into systems people can understand and improve.

View my experience More about me

05 / Ideas & frameworks