Re-architecting attribution and CRO
As a player-coach reporting to the CEO, I rebuilt how the company measured and converted demand, aligning sales and marketing on one source of truth and turning the funnel into a system we could test and improve.
Role
Growth Marketing Manager, 5-person team
Company
Wodify, gym & studio SaaS
Scope
Attribution, CRO, paid, lifecycle
Outcomes
The challenge
Marketing couldn't prove its impact. First-touch attribution hid what actually drove deals, budget was spread across channels that didn't clear the ROI bar, and key pages were quietly leaking conversions. Sales and marketing didn't even agree on what a qualified lead was.
What I did
- Migrated attribution from first-touch to multi-touch and built an executive dashboard that reallocated budget toward channels clearing a clear ROI bar.
- Built a lead-scoring and sales-handoff system: demographic, firmographic, and behavioral scoring, a fit score, MQL thresholds, a 5-minute sales SLA, and lead-recycling rules.
- Restructured a six-figure paid program, moving Google Ads off automatic placements to competitor and high-intent targeting.
- Ran a CRO program with A/B/C tests across demo, trial, and pricing pages, and cut friction on the book-a-demo form.
- Launched a new vertical from zero, including the company's largest-ever event with influencer and booth activations.
The result
Organic search became the top source of new deals, social reach roughly tripled against target, and keyword rankings climbed meaningfully. Most importantly, sales and marketing finally shared one definition of a qualified lead and one view of what was working.
Let's talk
Want results like these?
Tell me where your marketing is stuck. You'll get a straight answer on whether I can help, usually within two business days.