Spence Lee

Spence is the Head of Marketing Operations at Backstory.ai, where he has spent the past two years focused on turning marketing systems into something that actually drives revenue instead of just reporting on it. Over a 14-year career in operations, he has evaluated and implemented rev-ops tools across companies at every stage of maturity—often confronting the gap between what these platforms promise and how they perform inside a real tech stack.He writes about the practical realities of marketing operations: where attribution breaks down, why engagement signals get misread, and what it takes to build systems that sales teams will trust enough to act on.