Re-architecting attribution and CRO

The situation

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

• check_circleMigrated attribution from first-touch to multi-touch and built an executive dashboard that reallocated budget toward channels clearing a clear ROI bar.
• check_circleBuilt 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.
• check_circleRestructured a six-figure paid program, moving Google Ads off automatic placements to competitor and high-intent targeting.
• check_circleRan a CRO program with A/B/C tests across demo, trial, and pricing pages, and cut friction on the book-a-demo form.
• check_circleLaunched 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.