The people behind the practice.

In his early twenties, Phil established himself in sales and marketing through an innovative approach to partnerships. In San Diego, he became the preferred vendor for ASID leadership at JW Floor Covering, building the kind of institutional relationships that compound over time. He went on to lead marketing and public relations for multiple publicly traded companies and served as head of sales and marketing at Cal.net, where he tripled the lead sales volume. Before any of that, he served as a Fire Support Specialist in the military. The instinct to operate under pressure, with incomplete information and real consequences, did not come from a consulting engagement.

When marketing automation was new and most marketers had not heard of it, Phil got excited about what it could do. He joined Act-On Software intentionally: in his own words, to become the marketing automation expert. He became Lead Marketing Automation Strategist and CS Enablement Manager, partnering with innovative leaders and working with thousands of clients to listen to how they defined their needs, help develop their programs, and deliver results. He authored the Marketing Automation Strategy Guide during that tenure, which became the standard reference for the platform's customer base.

The combination that resulted from that path is not something a linear career produces. Using every digital tool available, understanding the marketing landscape at depth, consulting with thousands of marketers, and maintaining a consistent priority on training and team building gave him a vantage point that most practitioners never reach. That is why he founded Tactical Marketing: to do the work in a more durable form than arm's-length advisory work allows.

Guadalupe brings a data analyst's sensibility to marketing operations work. She excels at the gap between what a marketing system is doing and what it should be doing - surfacing that gap cleanly, quantifying it, and closing it. Her background in business analytics shapes how she approaches platform configuration, segmentation, and reporting: the question is always what the data is actually saying, not what it would be convenient for it to say.

Her HubSpot certifications span the full customer lifecycle - sales, marketing, email, and enablement - which reflects how she approaches client engagements: as connected systems rather than isolated channels. She works across the CRM, automation, and reporting layers of a stack without treating any of them as someone else's problem.

Guadalupe is currently a candidate for an M.S. in Business Analytics at the University of Nevada, Reno, where her coursework runs parallel to the applied work she does for clients every day.