Marketing-to-revenue intelligence

The challenge

A business invested in several marketing channels but could not reliably see which campaigns generated valuable customers. Advertising tools reported clicks, website analytics reported enquiries, the CRM tracked opportunities and financial systems recorded sales.

With those systems disconnected, lead volume stood in for commercial performance, even when a smaller campaign produced stronger customers.

What we built

We developed a marketing intelligence platform connecting campaign data, website tracking, CRM activity and completed sales information. Source information was preserved as prospects entered the sales process and linked to later events where reliable identifiers existed.

The dashboard separated enquiries, qualified leads, opportunities, successful deals and realised revenue. It reported cost per qualified opportunity, conversion rates, customer acquisition cost and attributable revenue.

Data-quality checks exposed missing or inconsistent records. Where supported, verified downstream sales events could be returned to advertising platforms. Reporting distinguished attributable sales from outcomes without a reliable source.

Business value

The system gave marketing, sales and management a shared view of performance tied to commercial outcomes rather than surface-level activity.

Capabilities

Marketing technology · Data engineering · CRM integration · Attribution · Analytics · Custom reporting