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Proof and context

Teams usually bring me in when reporting is noisy and growth decisions feel risky.

The work is focused on improving decision quality, not producing more dashboards.

Why this works

  • 10+ years in B2B growth, analytics, and attribution
  • Former Head of Marketing in a venture-backed B2B SaaS context
  • Hands-on execution across GA4, GTM, CRM workflows, and paid channels
  • Focus on practical fixes that reduce decision risk quickly

Delivery style

  • Start from business decisions that matter now
  • Audit tracking and attribution before proposing tools
  • Prioritize actions by revenue impact and implementation effort
  • Keep systems maintainable for the team after handoff

Anonymized case outcomes (for review)

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.

Next step

If this matches your situation, start with the offer page and book a fit call.

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