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Marketing systems and AI · Shani Wolf, Fractional CMO, HubSpot, monday & Amplemarket partner · for B2B tech companies

MarTech & AI consulting for B2B companies

30 tools and nobody knows why you pay for all of them, leads that sales sends back, reports that tell two different stories, and a board asking for AI. It starts with a review and a playbook: what you have, what's broken, what to fix first. Then I do the work myself, inside your systems: HubSpot, Salesforce, monday, the outbound tools and the AI tools.

Book an intro call How does it work?
15+years in B2B40+companies$14M+pipeline influenced
HubSpot Solutions Partner
HubSpot Solutions Partnermonday.comAmplemarketGammaMakeFathom

Sounds familiar?

Why isn't marketing producing pipeline?

We have 30 tools, and nobody knows why we pay for all of themMarTech review Marketing produces leads, and sales says they're no goodRevOps and marketing automation The marketing report and the sales report tell different storiesRevOps and marketing automation The board wants AI. Nobody knows where to startAI workshop for marketing teams New marketing leadership just came in, and needs the picture within a monthReview and playbook Nobody owns all of thisFractional CMO
MarTech review

What's in use, what's duplicated, what's not connected, and what it costs

Five layers, bottom up: data, automations, measurement, content, and AI last. We go through every tool in your marketing and sales systems and come out with one map, a cost per tool, and a plan prioritized by impact.

What you get
  • A full systems map, with a cost per tool
  • A list of duplicates, and what can be merged or cancelled
  • Data and integration gaps, documented
  • A prioritized 30-day action plan
5layers in the review
15+marketing systems reviewed and rebuilt
30days to a plan
30questions in the self-serve review
RevOps and marketing automation

One revenue process, from marketing to sales, inside the system

Lifecycle stages, lead scoring, routing and a clean handoff to sales, nurturing that matches how the team actually works, and reports leadership reads. Built inside HubSpot, Salesforce or monday.

What gets built
  • Lifecycle stages and lead scoring that sales signs off on
  • Routing, SLAs and a handoff to sales with the full context
  • Workflows and sequences: nurturing, alerts, tasks
  • One report: pipeline by channel, revenue by campaign
1revenue process, marketing to sales
5steps, from diagnosis to measurement
1 quarterfrom plan to a team that runs it alone
3.2xpipeline at one client, in peak season
AI workshop for marketing teams

An AI workshop built around your systems and your processes

Every exercise runs on your own materials and tools, so the next day the team is already working with the outputs: AI tools mapped to marketing use cases, a prompt library, a connection to the existing systems and a 90-day roadmap. Half a day, a full day, or an online sprint.

What the team leaves with
  • AI tools mapped to your marketing use cases
  • A prompt library for content, research and reporting
  • A connection to the existing marketing systems
  • A 90-day AI adoption roadmap
5–50participants
4hours, half a day
2weeks from first call to workshop
12live AI workflows at one client, within two weeks
Cat with sunglasses avatar
Noa L.
VP Marketing, B2B SaaS company
SaaS

Shani took our marketing from reactive to systematic. She rebuilt our lead scoring, connected our outbound tools, and trained the team on AI prompts that actually save time. The pipeline impact was immediate.

How does it work?

Strategy that sets the roadmap, and hands on the systems that carry it out

  1. Diagnose

    Interviews, systems, data and pipeline

  2. Playbook

    Findings prioritized by impact

  3. Implement

    The actual fixing, inside the systems

  4. Train

    Your team operates it on its own

  5. Measure

    Reports leadership reads

What 15 years of B2B marketing looks like in practice

15+Years in B2B, from agency to in-house to fractional
40+Companies: SaaS, cyber, fintech, enterprise
$14M+Pipeline influenced at clients, last six months
3xAverage efficiency gain once the systems talk to each other

Real projects, no names, with the numbers

Cybersecurity · AI workshop before a launch12 live AI workflowsTwo sessions for a marketing team of 15+, and within two weeks live workflows in the team's own tools, in time for the product launchBased on a true story Investment group · Tool selection25 → 1,000+A design tool chosen by goal, AI and integration: start with 25 users, grow to the whole group without changing the contractBased on a true story Professional services · Systems review53,000 files, 0 integrations9 systems, 7 manual copy-paste routines and 20+ hours a month. The verdict: the systems are fine, they're just not connected. A three-stage playbookBased on a true story
The offer · starts with 30 minutes

Review and playbook

A kickoff, up to four interviews with the team and leadership, a look inside up to five systems, and at the end a prioritized recommendations document and a wrap-up meeting. One round of fixes included. Right when new marketing leadership comes in, when you're planning the quarter, or when the board asks for AI and nobody knows where to start.

  • Funnel, systems and data mapped
  • Interviews with the team and leadership
  • Recommendations prioritized by impact
  • One round of fixes included
Pick a time for an intro call
The umbrella · Fractional CMO

Want someone to own all of this?

Senior marketing leadership, one to two days a week, 3 to 12 months: strategy, GTM and positioning, a weekly pipeline rhythm with sales, the systems that carry it out, and the team and vendors around them. In the leadership meetings, and accountable for the results.

What's in
  • Strategy, positioning and GTM, with board reporting
  • Pipeline: from MQL to SQL, weekly with sales
  • The systems: HubSpot, automations, reports, AI
  • Managing the team, the agencies and the budget
1–2days a week
3–12months
30–60days to the first results
40+B2B companies

Self-serve tools

Check it yourself, before we talk

Tool · 2 minutes

The review: 30 questions

A live score for every layer of your marketing systems, and three places to start

No email Calculator · 2 minutes

B2B marketing budget calculator

How much to put on people, tools and media by company stage and pipeline target

No email All tools

The tools page

The HubSpot Check, the pricing calculator, the review, the budget calculator and templates to download

By service

How I think

From the blog: MarTech, AI and B2B marketing

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Frequently asked questions

What is MarTech, and why does a B2B company need consulting on it?
MarTech is all of your marketing and sales systems: CRM, marketing automation, forms, email, outbound, measurement and AI tools. In most B2B companies they were bought one at a time, never as a plan, so there are duplicates, data that doesn't flow and measurement that doesn't add up. The consulting starts with one map and a set of priorities, and ends when the systems work together.
What is RevOps?
Revenue Operations: one revenue process, from marketing through sales to the customer, on one set of data and one system. In practice: agreed lifecycle stages, lead scoring, routing and a handoff to sales, automations, and one report that marketing and sales read together.
How many marketing tools does a B2B company really need?
Fewer than it has. In most reviews I've run, a third of the tools can be cancelled or merged without losing a capability, because a good CRM already covers newsletters, forms, meeting scheduling, chat and reporting. The exact list comes out of the review, with the cost of each tool next to it.
How do you start with AI in a marketing team?
After the data and the automations are stable. Then: a workshop on your own materials and tools, a prompt library for content, research and reporting, and three workflows that run from the next day. At one client that reached 12 live AI workflows within two weeks.
What's the difference between a review and playbook and a Fractional CMO?
A review and playbook is a short project: diagnosis, prioritized recommendations and one round of fixes. A Fractional CMO is an engagement: one to two days a week, 3 to 12 months, accountable for strategy, pipeline and the team. Most engagements start with a review.
How long does a MarTech review take?
A few weeks, depending on interview availability and system access: a kickoff, up to four interviews, a look inside up to five systems, then the recommendations document and the wrap-up meeting. You can start on your own, with the 30-question self-serve review.

Last updated: October 2026

Shani Wolf

Written by

Shani Wolf
Fractional CMO · MarTech & CRM consulting · HubSpot, monday & Amplemarket partner

15+ years in B2B marketing, from global enterprises to high-growth startups. I get into the systems, the data and the automations and build and fix them myself, so the marketing budget turns into a predictable, measurable revenue engine.

LinkedIn About me Book 30 minutes

Still looking around? Fair enough

The review: 30 questions, self-serve The blog