Marketing ROI
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Prove ROI
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Outcomes Across Industries
| Failure Mode | Symptom | Consequence |
|---|---|---|
| Under-Attribution | Marketing claims no credit; all wins go to sales | Marketing budget gets cut; team morale drops |
| Over-Attribution | Every channel claims full credit | Inflated expectations; wasted spend on ineffective channels |
The reality
B2B buying journeys are complex. A single deal might involve 10+ touchpoints across 6 months. Without proper infrastructure, you're guessing.
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Our Services
Build the attribution systems, data infrastructure, and executive reporting needed to prove marketing's impact on pipeline, revenue, and investor confidence.
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FRAMEWORK
We implement the right attribution framework for your sales cycle.
Model Options
First-Touch
Who originated the lead? (Top of funnel)
Last-Touch
What closed the deal? (Bottom of funnel)
Multi-Touch
Weighted credit across the journey (Realistic)
W-Shaped
First, lead creation, and opportunity creation touches weighted (B2B best practice)
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PIPELINE
Attribution requires clean, connected data.
What We Build
UTM Hygiene
Standardized tracking parameters across all campaigns.
CRM-to-Analytics Connection
HubSpot/Salesforce data flowing to your analytics tool.
Deal Stage Mapping
Clear definitions of what constitutes an MQL, SQL, and Opportunity.
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REPORTING
Investors want to see data, not spreadsheets.
What We Build
Executive Dashboard
CAC by channel, LTV/CAC ratio, payback period.
Marketing Contribution Report
Pipeline and revenue influenced by marketing.
Cohort Analysis Views
How CAC and retention evolve over time.
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STRATEGY
We help you tell the story your investors need to hear.
What We Deliver
Quarterly Marketing Performance Summary
One-pagers with key metrics.
CAC Trend Analysis
Demonstrating efficiency gains.
Pipeline Forecast Models
Data-driven predictions for next quarter.
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Key Metrics
Flexible engagement models designed to support enterprise GTM transformation, from focused initiatives to long-term strategic partnerships.
| Metric | Definition | Why Investors Care |
|---|---|---|
| Customer Acquisition Cost (CAC) | Total marketing + sales cost / new customers. | Efficiency of growth engine |
| LTV/CAC Ratio | Customer lifetime value / CAC | Unit economics health |
| CAC Payback Period | Months to recover CAC from gross margin | Cash flow efficiency |
| Marketing Sourced Pipeline | Pipeline from marketing-originated leads | Marketing's revenue contribution |
| Marketing Influenced Revenue | Revenue where marketing touched the deal | Broader impact measurement |
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FAQ
We integrate with most common analytics and CRM stacks: HubSpot, Salesforce, Segment, Mixpanel, Amplitude, Google Analytics 4, and data warehouses like BigQuery or Snowflake. We also work with attribution-specific tools like Factors.ai, HockeyStack, and Dreamdata for multi-touch attribution.
Yes — especially if you're raising soon. Investors increasingly expect data sophistication even from early-stage companies. Basic attribution infrastructure costs less than one bad hire and gives you the CAC, LTV, and payback metrics that investors evaluate during due diligence. We offer a standalone Deep Audit for pre-Series A companies.
Basic attribution setup (UTM hygiene, CRM-to-analytics connection, executive dashboard): 2–4 weeks. Full multi-touch attribution with custom dashboards, cohort analysis, and board deck support: 6–8 weeks. Most clients see their first board-ready marketing performance report within 30 days of engagement start.
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