Marketing operations
Spend nobody can trace to an outcome is spend nobody can defend. This is the layer underneath the campaigns: attribution that survives a question, a CRM clean enough to read, and a report you do not assemble by hand.
- Attribution mapped from ad spend through to the revenue it produced, per channel and per campaign
- UTM and naming conventions enforced at the source, so the report does not inherit somebody typing it differently
- Conversion tracking audited end to end, including the events that fire twice and the ones that never fired
- CRM hygiene: duplicates merged, required fields defined, and stage definitions written down so two people mean the same thing
- Pipeline stages reconciled with what your team actually does, rather than with the diagram
- A reporting layer built once, so cost per qualified lead and cost per closed deal are answers rather than projects
- Campaign adjustment rules tied to pipeline outcomes, not to platform-reported conversions, written down and handed over
- Reallocation recommendations with the reasoning attached, so the call stays yours
- Consent and retention respected in every export: LGPD for Brazilian contacts, opt-out honoured everywhere
- Alerting when a tracking break or an empty report means the numbers stopped being true
- 1
Audit
We reconcile what the ad platforms report against what reached the CRM and what actually closed. The gap between those three is the scope.
- 2
Plan
We agree the definitions before touching anything: what counts as a qualified lead, what each stage means, and which number the decision gets made on. Those are business decisions.
- 3
Ship
Tracking, conventions and the report go in together, then run one full cycle before any of it is called reliable.
- 4
Hand over
The definitions, the tracking and the report go to your team in writing, with spend adjusted once against closed revenue rather than against intake. The project closes with one measurement against the metric agreed at diagnosis.
- Step 1Attribution audit delivered: platform numbers, CRM numbers and closed revenue side by side, with every gap named.
- Step 2Tracking and naming conventions corrected at the source. Duplicates merged and required fields enforced.
- Step 3Reporting layer live, with cost per qualified lead and cost per closed deal reading from one place.
- Step 4One adjustment cycle run against pipeline outcomes, and the definitions handed over in writing.
Start with how you sell today.
A 30-minute call. You describe the commercial process as it runs now, and we tell you whether an examination is warranted, or that we are not the right firm for it.