mishaal murawala · ai marketing operator
i lead marketing and build the systems behind it.
i’ve spent 15 years carrying pipeline, arr, forecasts, and board expectations.
why i built the platform
the strategy and the build are the same job now.
I spent a year mapping marketing work against what a machine can actually do. Data pulls, reconciliation, monitoring, and repeatable execution belong in a system. Context does not.
The decisions that matter live in meetings, Slack, and a founder’s head. I built the platform to carry the loops. I stay responsible for the judgment.
five companies. one pattern. build the demand engine first.
Keithley to Tektronix (Fortive): installed the first marketing infrastructure (Salesforce, Marketo, attribution) and grew demand gen’s revenue contribution from 40% to 70% on a $1.2B business unit.
TCP Software under Providence Equity: built $60M in pipeline and drove +21% EBITDA in two years. The board cared about one thing: pipeline coverage. Every initiative mapped directly to that number.
MacroFab: VP Marketing with an $8M P&L and a three-person team. Grew ARR from $24M to $53M, built $200M in marketing-sourced pipeline, and took PLG from 17% to 40% of revenue, while keeping 92% forecast accuracy for three years.
Ascend GTM
Founder & AI Marketing Operator
2025 to Present
Current: Kahuna Workforce (Resolve Growth Partners), Point Field Partners (AI/architecture advisory retainer). Earlier advisory work with Ostro Health (acquired by Veeva Systems) and Codiac.io.
MacroFab
VP Marketing, $8M P&L
2021 to 2025
$24M → $53M ARR · $200M pipeline · PLG 17% → 40% · 92% forecast accuracy
TCP Software
VP Marketing
2019 to 2021
Providence Equity · $60M pipeline · +21% EBITDA
Tektronix (Fortive)
Global Demand Gen Manager
2014 to 2018
40% → 70% rev contribution on $1.2B BU · 5:1 ROI
Keithley Instruments
Digital Marketing & Web Ops Mgr
2011 to 2014
Salesforce + Marketo installed · +20% sales productivity
why this experience matters
I have led marketing inside Providence-backed TCP Software, Edison-backed MacroFab, and Tektronix inside Fortive.
Those environments made the standard clear. Growth has to show up in pipeline, ARR, forecasts, and the board conversation.
I bring that discipline to funded startups and PE-backed companies. The ownership changes. The standard does not. The operating-partner frame is written up in private equity portfolio operations for marketing.
what i believe.
01
Pipeline governance is useless if there's no pipeline to govern.
Every ops initiative I've seen fail started by optimizing the funnel before filling it. Build the pipeline first. Govern it second.
02
If you need a strategy deck, I'm the wrong person.
A consultant hands you a framework. An operator ships working systems. I measure every engagement by whether demand is moving, not by the deck I wrote on the way in.
03
RevOps doesn't fix weak demand. It just proves it's weak faster.
Attribution pipelines and forecast tooling are multipliers, not sources. If the top of the funnel is broken, better reporting makes the problem more visible, not smaller.
04
Ownership beats alignment.
"Aligned" is the word that precedes a dead initiative. Every initiative I install has one name on it. One calendar. One metric. One cadence. If five people own it, zero people own it.
05
Never ask twice.
If the same manual ask happens twice, I automate it. My time shouldn't be spent on the same work more than once, and neither should your team's. The platform exists because I applied this rule to myself for a decade.
what i’m building.
I built the Ascend GTM Platform so I could keep strategy and execution in the same hands.
It connects, reconciles, monitors, surfaces, previews, and measures. I handle the judgment calls.
That is how I stay close to the detail without spending the week on manual pulls.
dallas. mumbai. case western.
Born in Mumbai, studied IT there, MS in Engineering Management from Case Western. Now in Dallas. Mostly async, occasionally on a plane.
[email protected] · 330.840.1903 · linkedin.com/in/mishaalm
Background
the full track record.
The résumé and portfolio have the detail this page compresses: role-by-role history, stack, and named work.
talk to me
tell me what needs to move.
I will come to the call ready to tell you what I would do first.