I open-sourced 5 RevOps and marketing automation playbooks

I've been a marketing operations / RevOps consultant for ~12 years. Every engagement, I end up re-typing the same five artifacts into a client wiki: an audit checklist for Marketo, a scoping questionnaire for the engagement itself, a naming-convention spec, a scoring-model canvas, and the routing rules between 6sense, Marketo, and Salesforce.

This week I put each one in its own public GitHub repository. MIT-licensed, opinionated, and informed by what has actually held up in production. Nothing is gated. There is no lead capture. They exist because I keep needing them, and your team probably does too.

The five repos

marketo-audit-checklist

A practical, field-tested checklist for auditing a Marketo instance — for marketing operations leads, RevOps practitioners, and consultants who need a cleanup that holds up after the engagement ends.

This is not a vendor checklist. It does not start at the platform. It starts at the operating layer: the questions you ask the marketing ops lead, the sales ops lead, and the team that's been quietly working around the system for the last 18 months.

revops-scoping-questions

The set of questions I ask before quoting a RevOps engagement. Built for fractional RevOps leads, marketing ops consultants, and in-house GTM systems hires who need to scope work that actually lands.

A scoping conversation does two things: it gives the buyer confidence the work is real, and it tells you whether the engagement is possible. This is the second part.

marketo-naming-conventions

A working set of naming conventions for Marketo programs, smart campaigns, emails, landing pages, forms, fields, tokens, and folders — for teams that have realized, usually after an audit, that the absence of a convention is itself the convention, and it is making everything else slower.

The opinion: pick one naming convention, write it down, and enforce it at the program level. Anything else degrades within two quarters.

scoring-model-design-patterns

Working patterns for behavior scoring and fit scoring in B2B marketing automation — for Marketo, Pardot/Marketing Cloud Account Engagement, HubSpot, and platforms that follow the same general model.

Most published guides on lead scoring are written by vendors and optimize for the vendor's framing: discovery. This repo argues scoring is for routing, not discovery, and walks through what changes when you adopt that framing.

6sense-marketo-routing-rules

Routing rules and orchestration patterns for teams running 6sense alongside Marketo and Salesforce — for marketing operations leads and ABM program managers who need to translate account-level signals (buying stage, intent topics, predictive fit) into person-level actions that sales will actually run.

This is the layer nobody documents. Every team running 6sense rebuilds it from scratch and discovers the same edge cases. The repo is a head start.

Why these are repos, not blog posts

A blog post is a fixed artifact. A repo is a living one. The whole point of putting this work on GitHub is that the next person who runs into a sharper version of any pattern can open a PR. The repos exist to be argued with.

If your team uses one and finds something I got wrong, send a pull request. I'll merge it if it's right, and write up why I disagree if it isn't.

Where to start

If you're auditing an existing stack: marketo-audit-checklist.

If you're scoping a new engagement: revops-scoping-questions.

If you're designing a new lifecycle and scoring layer: scoring-model-design-patterns → marketo-naming-conventions.

If you're wiring 6sense in for the first time: 6sense-marketo-routing-rules.

All five live at github.com/vadim-koenen. Contributions, issues, and PRs welcome.