The challenge
A leading manufacturer of bioprocessing equipment and reagents was executing various marketing activities but lacked a unified view of performance and ROI. Spend, reach, and lead generation were tracked in silos, making it impossible to connect marketing efforts directly to new customer acquisition and revenue. Leadership needed a single source of truth to prove marketing’s contribution to the business, optimise spend across channels, and understand where to invest further to help build the organization’s commercial engine.
The solution
We designed and implemented an integrated KPI dashboard that moved beyond vanity metrics to track the entire customer journey. This involved unifying data from web analytics, email platforms, and Salesforce to connect top-of-funnel activities to bottom-line results.
The framework provided clear, monthly visibility into:
- Marketing investment and reach: Channel spend and outbound impressions.
- Engagement and lead quality: Inbound responses and the progression from new leads to marketing-qualified leads (MQLs).
- Revenue impact: The direct attribution of new customer acquisitions, sales opportunities, and closed revenue to marketing activities.
This provided the customer with a systemized, data-driven process for evaluating channel performance, allowing for real-time budget reallocation to the highest-performing tactics.
The results
Within one quarter of implementation, the dashboard provided the clarity needed to drive efficient growth and prove marketing’s tangible value to the C-suite.
Implementing this transformed the commercial leadership’s perception of marketing. It is no longer a black box but a predictable, accountable driver of new business, with a clear line of sight from every dollar spent to every dollar earned.
Gain a clear line of sight from spend to revenue
Unify your marketing data to see exactly what’s working. Marketing leaders, allocate budget with confidence, prove your team’s value, and accelerate scalable growth. If you’re ready to get started, drop us a line.
