A data, cloud and AI consultancy had missed its MQL target for over a year. Marketing and sales were disconnected, campaign activity could not be attributed to pipeline, and critical knowledge lived in one departing team member's head. Leadership had no answer to the only question that mattered: which marketing efforts drive revenue?
What we did
We rebuilt the measurement and decision layer end to end: server-side tagging feeding the CRM, product analytics with custom events across every content type, real-time sales notifications when prospects engaged, and a reporting framework that connected marketing activity to pipeline for the first time. Alongside it, an operational overhaul: one project hub, documented workflows, clear ownership.
What changed
The leadership team now runs marketing off one report they believe. Sales sees prospect intent in real time instead of guessing. The MQL target was hit for the first time in over twelve months, three enterprise meetings were booked from automated campaigns in the first week of launch, and within six months the internal team owned the system. We advise on it; they run it.
Meta said scale. The evidence said stop.
A collapsing ad account diagnosed through measurement, budget moved to the channel actually converting, and an email audience cut to the people who could legally be emailed.