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Lazarevych

About

I connect growth, marketing data and revenue into one measurable system.

I'm Maksym Lazarevych — a growth and performance specialist who works where marketing, analytics, CRM, automation and unit economics meet. I help companies see what actually drives qualified demand, conversion, retention and payback — not just what a single ad platform reports.

Discuss a growth projectSee how I work

Ukraine · Working remotely worldwide

Decision architecture

marketing → outcomes

  1. Acquisition

    01
    Google AdsMetaLinkedInOrganic & referral

  2. Measurement

    02
    GA4 & GTMEvent taxonomyServer-side measurement

  3. CRM & lifecycle

    03
    Lead qualityFunnel stageRetention

  4. Revenue & unit economics

    04
    CACLTVContribution marginPayback

  5. Growth decisions

    05
    ScaleFixPrioritise

One connected path from marketing activity to the economics that decide what to scale.

Who I am and where I operate

A growth specialist who works across the whole system.

  • Marketing
  • Analytics
  • CRM
  • Data
  • Automation
  • Business economics

I operate between marketing, analytics, CRM, data and business economics. Campaigns are never treated as isolated media activity — they're one part of a system that has to connect spend to real customer and revenue outcomes.

That means looking past clicks and platform-reported conversions to the signals that actually matter: lead quality, funnel progression, retention, contribution margin, LTV, CAC and payback. The goal is to give decision-makers a reliable view of what is genuinely working.

The measurable growth system I build

Why measurement has to reach CRM, revenue and economics.

Most companies can already report traffic, clicks and conversions. What breaks is the connection between that activity and what happens afterwards — whether a lead was qualified, whether it became revenue, whether that revenue was profitable, and whether it lasted.

I build the layer that closes that gap: acquisition data linked to measurement, measurement linked to CRM and lifecycle stages, and both linked to revenue and unit economics. When those layers connect, scaling decisions can account for lead quality, retention, margin, risk, capacity and payback — not just platform ROAS.

Core capabilities

Concrete systems and problems I work with.

These are categories of work, not claims about specific client results. Every engagement uses the subset that fits the problem.

Growth & Performance

Acquisition decisions grounded in downstream value.

  • Paid acquisition strategy
  • Channel and campaign structure
  • Funnel diagnostics
  • Budget allocation
  • Incrementality and scaling decisions

Analytics & Measurement

Measurement architecture you can trust before you optimise.

  • GA4 and GTM architecture
  • Event taxonomy
  • Attribution
  • CRM and offline conversion measurement
  • Product and funnel analytics

CRM & Lifecycle Systems

The layer that connects acquisition with qualified pipeline, retention and revenue.

  • CRM stage architecture
  • Lead qualification and routing
  • Lifecycle segmentation
  • Pipeline and revenue feedback loops
  • Retention and repeat-customer measurement

Data & Revenue Infrastructure

The pipes that turn scattered data into decisions.

  • BigQuery and data pipelines
  • CRM-to-marketing connections
  • Revenue and lifecycle reporting
  • Data-quality validation
  • Decision-ready dashboards

Automation & AI

Less manual reporting, more time on decisions.

  • Workflow automation
  • Automated reporting
  • AI-assisted analysis
  • Lead and audit workflows
  • Operational efficiency

Unit Economics & Experimentation

Growth decisions measured in margin and payback.

  • CAC, LTV and payback
  • Cohort and retention analysis
  • Margin-aware growth decisions
  • Experiment design
  • Growth opportunity prioritisation

How I think and work

Growth is a business outcome, not a traffic number.

A few principles shape every engagement. They're specific on purpose — so it's clear what they mean in practice.

Traffic is not growth
More sessions or cheaper clicks mean little if they don't convert into qualified, profitable, retained customers. I optimise toward that, not toward the top of the funnel.
Platform ROAS is not the business result
Ad platforms report their own version of success. I connect that back to CRM stages, revenue and margin so the number you scale on reflects real economics.
Measurement comes before optimisation
I investigate tracking and attribution gaps before recommending more spend. Scaling on unreliable data just amplifies the wrong decisions.
Strategy and implementation together
I combine the analysis with the hands-on work — tagging, integrations, pipelines, dashboards — so recommendations actually get built and stay reliable.
Automate the repetitive
Manual reporting and reconciliation waste senior time. I automate it so teams spend their attention on decisions instead of assembling numbers.
Systems teams can own
I design measurement and reporting your team can run after the engagement — with clear ownership, documentation and verified assumptions.

Engagement approach

A practical path from diagnosis to a system you own.

Not every project includes every stage — the work starts where the highest-value gap is.

  1. 01

    Diagnose

    Review acquisition, measurement, funnel, CRM, data quality and economics to find where decisions are being made on unreliable signals.

  2. 02

    Design

    Define the measurement architecture, priorities, event taxonomy and the decision framework the numbers will feed.

  3. 03

    Implement

    Configure or coordinate analytics, integrations, dashboards, automation and the relevant acquisition changes.

  4. 04

    Validate

    Test data quality, attribution, funnel behaviour and business impact so the system can be trusted.

  5. 05

    Enable

    Document the system and help the internal team use it to make decisions without ongoing dependency.

Selected systems I work across

A selective view of the tools behind the work.

Grouped by purpose rather than shown as a logo wall. The right stack depends on the business — this is the set that recurs most often.

Acquisition
Google AdsMetaLinkedIn Ads
Measurement
GA4Google Tag ManagerMixpanel
Data infrastructure
BigQueryServer-side measurement
CRM & attribution
HubSpotSalesforcePipedriveCallRail
AI & automation
OpenAIAnthropicWorkflow automation
Reporting & Decision Support
GrowthBookLooker StudioPower BIExcel

Who I work best with

Where this work creates the most value.

This is where I tend to have the most impact — not an exclusive list. Fit depends on the specific project, which is best worked out directly.

Not sure whether it's a fit? That's exactly the kind of thing worth a short conversation.

  • SaaS, FinTech and technology-enabled services
  • B2B companies with considered, multi-step sales
  • E-commerce and digital products with measurable customer journeys
  • Teams generating traffic but lacking reliable measurement
  • Companies rebuilding analytics or growth infrastructure
  • Businesses where CRM, revenue, retention or unit economics drive decisions

Work with me

Need to understand what is actually driving growth?

I can review your current acquisition, analytics, CRM and revenue measurement, then identify the highest-priority opportunities to act on.

Discuss a growth project
  • Diagnose the current growth system
  • Identify measurement and funnel gaps
  • Connect marketing activity with business outcomes
  • Prioritise the highest-value opportunities