Connect marketing activity to customers and revenue
Bright Analytics joins marketing data to CRM, pipeline and order outcomes, so your team can see which channels produce qualified customers—not just leads and clicks.
For marketing, sales and analytics teams that need a shared view of lead quality, pipeline and revenue.
The lead is not the outcome
A form fill or sign-up is only the beginning of the journey. Once activity moves through a CRM, sales process or order system, the connection to marketing is often lost.
Marketing can report leads, not customers
The hand-off from website to sales team, CRM or call centre makes it difficult to trace the original campaign through to qualification, conversion and closed revenue.
Marketing and sales use different evidence
Marketing reports volume. Sales sees lead quality. Without a shared connection between source, opportunity and outcome, both teams are left defending partial numbers.
Finance wants ROI you can defend
A return figure assembled under deadline depends on assumptions about pipeline, revenue and attribution. Finance needs to see the definitions and data behind the number.
How do we solve it?
Our marketing analytics platform joins marketing activity, CRM records and customer outcomes in one governed model. We configure the data collection, identity rules and reporting definitions around the way your business turns demand into revenue.
Collect and connect data
Bring marketing, CRM and outcome data together
We connect your marketing platforms to Salesforce, HubSpot or other CRM and order systems. The model brings the relevant source data together so the hand-off from marketing to sales or commerce can be investigated.
Model customer outcomes
Define the funnel and attribution rules
We agree how to classify leads, opportunities, customers, pipeline and revenue, then define the joins and attribution rules transparently. Unmatched or ambiguous records stay visible instead of disappearing into a headline number.
Analyse lead quality, not just lead volume
Break down qualification, opportunity progression and closed outcomes by source, channel and campaign. Marketing and sales can use the same definitions when they discuss what is working.
Report and analyse
Give finance and leadership a reporting view they can inspect
Report pipeline influenced, deals closed, revenue and customer value using the modelled definitions. Your team can move from a headline result to the records and calculations behind it.
What changes for your team
Every lead has a clearer next step
See whether leads were qualified, became opportunities, converted to customers or remain unmatched. Marketing can optimise for the outcome the business actually values.
Marketing and sales share the same evidence
Source, campaign, lead quality and pipeline progression sit in one model, so discussions start with a shared dataset rather than competing reports.
ROI becomes a lookup, not a research project
Finance and leadership can inspect the pipeline and revenue definitions behind marketing performance, including the limits of the available joins and attribution.
Questions
Which CRM and commerce systems do you work with?
Salesforce and HubSpot are common CRM integrations. We can also work with Dynamics, Pipedrive, Shopify and other systems, subject to the data access and identifiers available in your setup.
What do you need to connect a lead to an outcome?
We need access to the relevant marketing, CRM and order or revenue data, plus a reliable identifier or matching rule. We assess match coverage and make unmatched records visible rather than treating every join as certain.
What if our lead data is messy?
We profile and normalise the data as part of the modelling work, then agree the rules for duplicates, status changes and missing values. We’ll be clear about what is joinable and what remains uncertain.
Can you handle B2B and B2C?
Yes. B2B models often follow leads through opportunities and closed deals, while B2C models commonly join marketing activity to orders, customers and repeat purchases. We configure the model around your sales or commerce process.
How do you handle attribution?
We agree the attribution approach with your team and make the rules visible in the model. The result can include first-touch, last-touch, multi-touch or other business-specific views, provided the required data is available.
Can finance use the reporting?
Yes. We define the revenue, cost and pipeline measures in terms finance can inspect, and make the underlying calculations available through reporting and the API.
Can we use the model in our existing BI tools?
Yes. The Reporting API and other connections make the governed customer model available outside Bright Analytics, with the same definitions used by the dashboards.
Marketing performance connected to business outcomes
Managed data pipelines, a governed customer model and reporting your marketing, sales and finance teams can use together. API and MCP connections make the same definitions portable to other tools.