Attribution & reporting · in an audit or sprint
Numbers that survive a board meeting.
Campaign influence that reconciles to what finance actually closed, with the join written down, the exclusions named, and every figure tied to an export your team can re-run.
What you get
Deliverables, named before we start.
The join, written down
How a campaign touch becomes a closed-won dollar — the exact keys, the exact order, the exact window. On one page, in language a CFO reads without translation.
Named exclusions
What is deliberately left out and why: internal traffic, partner-sourced, reopened deals. An exclusion nobody wrote down is how a number becomes indefensible.
A model that fits the motion
First touch, last touch or multi-touch chosen on the evidence of how your deals actually form, not on what the platform defaults to.
Re-runnable exports
Every headline number ships with the query or report behind it. Your team reproduces the figure without us.
Finance reconciliation
Marketing-sourced pipeline agreed against the closed revenue finance reports, with the variance explained rather than averaged away.
The reporting standard
Naming, UTM and campaign conventions so next quarter does not need this work done again.
How it runs
Week by week.
Trace a real deal
One closed-won opportunity followed backwards through every system until the first touch. Where the trail breaks is the finding.
Define the join
Keys, windows and order agreed with marketing, sales and finance in a recorded session.
Rebuild the reports
Built in your own platform — HubSpot reporting, Marketo, Salesforce or the warehouse — with no third-party BI required unless you already have one.
Reconcile
Marketing numbers against finance numbers, variance by variance, until the difference is explained.
Standardise
Conventions and governance written so the model holds as campaigns change.
Fit
When this is right — and when it isn't.
A fit when
- Two dashboards in the same company show different pipeline numbers
- You are defending a marketing budget and cannot prove the sourced figure
- Attribution was configured once by someone who has left
- Finance and marketing reconcile manually in a spreadsheet each quarter
Not a fit when
- You want a BI tool selected and implemented end to end
- The CRM data is not yet trustworthy — that is an audit first
- You want predictive or media-mix modelling rather than deterministic attribution
Questions
Answered before you ask.
Why is this not sold on its own?
Attribution is a symptom. Rebuilding the reports on top of a stack that leaks produces confident wrong numbers, so it runs inside an audit or a sprint where the underlying data is fixed too.
Which model do you recommend?
Whichever survives a trace of your own deals. We show the evidence for the choice rather than asserting a preference.
Do we need a data warehouse?
No. Most of this is built in the platforms you already pay for. If a warehouse genuinely is required, you are told why before it is proposed.
What if marketing and finance disagree?
They usually do at the start. The engagement ends when the variance is explained and both sides sign the same definition.
Start with a scoping call. Thirty minutes.
If this isn't the engagement you need, you'll hear that — in writing, with the reason and the one that is.