Industry
B2B SaaS
Engagement
Lifecycle & attribution
Timeline
10 weeks
Key result
Spend tied to pipeline
The challenge
What they came to us with
Marketing spend could not be tied back to pipeline. Campaign reporting and sales reporting told different stories, and neither survived scrutiny.
Leads leaked between campaign capture and sales follow-up, with no shared definition of what qualified.
Our approach
How the work was sequenced
Focus 01
Define the lifecycle
One agreed lead-to-customer model across marketing and sales, with stage entry and exit criteria written down.
Focus 02
Routing and scoring
Automated assignment and scoring so qualified leads reach the right rep while intent is still fresh.
Focus 03
Attribution reporting
Campaign spend connected through the funnel to closed revenue, in reports both teams read the same way.
The results
What changed
Attribution
Campaign spend traceable to pipeline and closed revenue.
Lead routing
Qualified leads reach owners without manual triage.
Funnel definitions
Marketing and sales report against one lifecycle model.
They move fast, think strategically, and operate like true partners, not just vendors.
What's next
The team is now tuning channel mix against the attribution data and expanding scoring with product signals.
Want results like this?
Tell us what's broken. We'll tell you how to fix it.
Book a free strategy call