A $28M professional services firm came to us running six separate analytics platforms - Google Analytics, a CRM, two paid media dashboards, a social listening tool, and a spreadsheet their marketing coordinator updated manually every Friday. Each one told a different story. Leadership had stopped trusting the numbers. Sales and marketing were operating on instinct.
Client Context
What We Found
When we compiled and cross-referenced the full data picture, the diagnosis was clear: three separate attribution gaps were causing the team to misread which channels were actually driving qualified leads. Paid search was being credited for conversions that originated in email. Organic social was showing inflated engagement numbers because the tracking parameters had not been updated after a site migration. And the CRM was logging deals as marketing-sourced when they were actually coming from a referral network the team had never formally measured.
What We Did
We consolidated the data, corrected the attribution model, and rebuilt the reporting stack in 60 days. Then we sat with the marketing and sales teams separately, mapped the disconnect between how each defined a qualified lead, and built a shared handoff protocol. The final deliverable was a 90-day action plan - specific, sequenced, and owned by the internal team.
What Happend
Within one quarter of executing the plan:
- Top-of-funnel leads increased by 40%
- Closed-won business grew by 30%
- The marketing team reduced their tool spend by 22% by eliminating redundant platforms
- Leadership had a single, trusted dashboard for the first time in three years
For the first time, our sales team and our marketing team were looking at the same number on a Monday morning. That alone changed how we ran our pipeline reviews.
— VP of Revenue, Professional Services Firm
40%
Increase in top-of-funnel leads
90
Days to a plan the team could run independently
30%
Growth in closed-won business
Based on a composite client engagement. Company name withheld at client request.
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