Full-funnel measurement from first touch to closed deal.
The challenge
Measuring the impact of marketing on business outcomes is hard when conversion funnels get complicated. Lead capture forms on your website that hand off to a sales team. Signs ups that need approval stages that are processed in your CRM.
When there’s a hand off from website to a sales team, CRM or call centre, maintaining the role of marketing through to final outcome involves manual data stitching.
Marketing says leads are up. Sales says quality is down. Nobody has the data to prove who's right, so both teams keep operating on instinct.
You can put something together. It'll take days and it'll rely on assumptions you're not comfortable with. Finance will ask questions you won't be able to answer.
What we do about it
Four things we build to close the loop between marketing and revenue.
We connect your marketing platforms to your CRM (Salesforce, HubSpot, or others) so you can trace each customer from first ad impression to closed revenue.
Understand which channels, campaigns, and tactics are actually driving qualified leads and closed deals, not just clicks and form fills.
Report on pipeline influenced, deals closed, and revenue attributed to marketing, in terms that finance and leadership can act on.
Break down lead quality by source, channel, and campaign. Stop optimising for volume when what you need is conversion to revenue.
Time to value
Here's what connecting your marketing to your CRM actually looks like.
Week 1
We map your marketing stack and CRM, identify the join keys, and assess data quality.
Week 2-3
We build the connection between marketing and CRM data, normalise identifiers, and validate the join.
Week 4
Full-funnel reporting goes live, from impression to closed deal, with attribution.
Ongoing
As your CRM and marketing stack changes, we keep the connection working.
The cost
Every tier includes
Single CRM
One CRM, standard marketing sources, joined to revenue.
Modules
Pipeline Manager
Semantic Layer
Reporting & VisualisationFeatures
Includes
Support
Multi-Source
Multiple systems, custom attribution, full-funnel.
Modules
Pipeline ManagerSemantic LayerReporting & Visualisation
Reporting APIAdditional Features
Support
Enterprise
Full revenue operations data layer.
Modules
Pipeline ManagerSemantic LayerReporting & VisualisationReporting API
AI AnalysisAdditional Features
Support
FAQs
Salesforce and HubSpot are our primary CRM integrations. We also work with Dynamics, Pipedrive, and others. Ask us about your specific setup.
It always is. Part of what we do is clean and normalise the data before joining it. We'll be upfront about what's joinable and what's not.
Yes. The approach differs: B2C typically joins at order/transaction level, B2B at opportunity/deal level. We've done both extensively.
We'll look at your marketing stack and CRM, agree on join keys and attribution logic, and show you what full-funnel reporting from visit to closed deal would look like.
