Attribution is a data problem before it's a marketing problem

Ask a marketing team and a sales team where their best customers come from and you'll usually get two different answers, backed by two different dashboards, neither of which is talking to the CRM.

Before we touch a campaign or a keyword, we build the measurement layer — a single source of truth connecting ad platforms, analytics, and the CRM records that show which leads actually became revenue. Optimizing a channel against the wrong data just makes you confidently wrong faster.

Fix the plumbing before the campaigns

• Connect every acquisition channel to CRM outcome data, not just conversion events
• Reconcile ad platform reporting against actual closed revenue monthly
• Treat attribution as infrastructure that marketing and sales both own