Fifteen years building the systems revenue teams run on
I'm Elliot Mist. I started Mist Strategy to do one thing well: give B2B companies senior revenue operations leadership without the cost or commitment of a full time hire. Most of my work lives inside HubSpot, but the actual job is getting sales and marketing to agree on what the data means, then making the system enforce it.
How I got here
I started in online marketing in Perth, Western Australia, in 2010, running digital for Mining People International, a recruitment business in the mining sector. It was a good place to learn that marketing is only worth what sales can act on.
In 2014 I moved to San Francisco and spent the next five years in B2B SaaS. At Bizness Apps I rebuilt lead scoring, marketing automation, and funnel conversion across HubSpot and Salesforce, and took lead to opportunity conversion from 6% to 27% over twelve months while managing an $840k annual paid budget. After that I joined Kitman Labs as its first full time marketing hire, where I defined the addressable markets across North America, EMEA, and APAC, built the first repeatable go to market process, implemented Salesforce and Marketing Cloud, and grew the qualified database by 96% in year one.
In 2020 I moved into enterprise manufacturing, leading revenue operations and digital marketing for Lennox International, a global HVAC business. That's where I built and ran the company's first outbound sales function in its 125 year history. The pilot produced 53 qualified appointments in six weeks at 23% average lead to appointment conversion, and leadership approved scaling the team fourfold.
Since 2024 I've worked fractionally and on contract. Cybersecurity, luxury travel, health and wellness software, mechanical services, manufactured homes, and payments. Different industries, consistently the same underlying problem.
Nearly every engagement starts the same way. Someone shows me two reports that disagree, and nobody in the room can say which one is right.
What working with me looks like
I don't sell strategy decks. I build inside your CRM and leave documentation behind.
The first two weeks of any engagement are diagnostic. I map how leads actually arrive, who actually owns them, and what the data actually says, which is usually not what people believe it says. Then we write the definitions down in plain language. Lifecycle stages, lead statuses, qualification criteria, ownership rules, agreed by sales and marketing before a single workflow gets built. Only then do I build.
Engagements are meant to end. I train your team on what I built, record the walkthrough, and hand over the documentation. If I've done the job properly, the system keeps working without me in the room.
Through late 2024 and into 2025 I ran three concurrent fractional engagements across software, travel, and mechanical services. Fractional works when the scope is defined and the handover is real.
Tools and stack
CRM and automation
HubSpot (Marketing, Sales, Content, Operations), Salesforce, Pardot, Salesforce Marketing Cloud
Reporting and data
HubSpot custom report builder, Google Analytics, Google Sheets, cohort and attribution modelling
Sales enablement and comms
Aircall, Dialpad, HeyMarket, CallRail, Slack, Microsoft Teams, Supered
Paid media
Google Ads, LinkedIn Ads, Meta, YouTube, TikTok
Automation and AI
n8n, AI assisted workflow design and content operations
Certifications
HubSpot certified across Sales Hub, Marketing Hub, Operations Hub, Service Hub, Revenue, and Agent Hub. Full platform coverage rather than a single specialism, which is the practical reason I can own an instance end to end instead of handing parts of it off.
Where I am
I'm originally from Western Australia and now live in San Antonio, Texas, with my family. I work with clients across the United States and internationally, remotely by default, on site when a build genuinely calls for it.
When I'm not in someone's CRM I'm usually on a tennis court, or reading about whatever's changing in the tech stack this month. The second habit turns out to be part of the job. A lot of what I build now, particularly the AI assisted workflows, came from following things that looked like curiosities a year before they became standard practice.
What clients and colleagues say
Elliot's expertise in implementing HubSpot CRM was unparalleled, seamlessly integrating the platform into our operations and providing us with a clear, unified view of our customer interactions. The sales-ops and processes Elliot recommended and implemented were equally impressive. He restructured our workflows, eliminating inefficiencies and creating a more streamlined, effective sales process. This transformation didn't just improve our day-to-day operations; it directly contributed to significant growth in our sales metrics.
Matt Dunn, President and Co-Founder, Dynamic Mechanical Contracting
Elliot is highly motivated and very good at his job. They know how to prioritize, focus and get what needs to get done in a startup environment. Within Elliot's first few months at Kitman: successfully implemented Pardot and got the integration right within SFDC, streamlined inbound lead flow processes by setting up marketing automation rules, created inbound lead reports to show visitor to lead conversion rates, and executed multiple outbound campaigns that generated qualified conversations for the sales team.
Rich Maiers, VP Sales, Kitman Labs
Let's talk about what's not working
If any of this sounds like your situation, send me a short note about what's going on. I'll tell you what I'd look at first.