These are anonymized summaries. They are shared to illustrate scope,
intervention style, and outcome direction without exposing client data.
US B2B SaaS
Baseline: Attribution was unstable. Direct + Unassigned represented a large share of reported conversions, and marketing vs CRM channel reporting conflicted weekly.
Intervention: Implemented UTM governance, fixed cross-domain tracking, and aligned CRM source capture fields to first-touch and latest-touch logic.
Outcome: Within 6 weeks, Unassigned share dropped by roughly 60% relative to baseline, channel trend stability improved, and leadership adopted one weekly source-of-truth view for budget decisions.
UK B2B Fintech
Baseline: Paid channels produced leads, but sales quality feedback and CRM outcomes were weakly connected to campaign reporting.
Intervention: Redefined intent-based events, improved lead qualification tagging, and mapped booked-call events into pipeline-stage reporting.
Outcome: Over one quarter, booked-call to opportunity conversion improved from low-teens to high-teens percentages, and paid budget shifted away from low-yield channels.
Canada B2B Services
Baseline: Multiple dashboards existed but no reliable reconciliation between website behavior and revenue outcomes.
Intervention: Built a minimum viable measurement system linking GTM/GA4 events with CRM attribution fields and audit QA cadence.
Outcome: Within the first quarter, reporting disputes dropped sharply, decision cycles shortened, and growth planning moved from opinion-driven to evidence-driven discussions.