Know what's driving revenue. And what's not.
We build the tracking, attribution models and reporting that connect marketing and sales activity to pipeline, revenue and performance.
Where attribution usually breaks
- Nobody trusts the source data: Lead sources are missing, UTMs disappear, and campaign data doesn't reliably make it into the CRM. Every report starts with someone questioning the numbers.
- Nobody agrees on what drives pipeline: Sales and marketing use different definitions of sourced and influenced pipeline. Multiple teams claim credit for the same deal, and nobody has a clear view of what actually generates revenue.
- Marketing spend can't be tied to results: Campaign costs, pipeline and closed revenue sit in different systems. It's hard to know which investments are paying off, where to spend more, and what to stop funding.
- Sales performance is measured, not understood: Dashboards show activity, pipeline and conversion rates, but don't explain what's working or where deals stall. Leaders can see the numbers but struggle to identify what needs to change.
Types of projects we run most often. You can start with one and add more later.
Tracking and campaigns
- Lead source tracking and automation: Source and UTM capture on every form and campaign, with checks that keep it accurate.
- Campaign architecture and governance: Campaign structure and naming rules in the CRM, with your marketing tool connected.
Attribution and funnel
- Attribution model setup and reporting: First touch, last touch or multi touch, with pipeline sourced and influenced by marketing.
- Funnel reporting: Conversion rates, time between stages, pipeline by source and marketing ROI, updated automatically.
Sales performance
- Sales performance scorecards: Rep and manager scorecards built on CRM activity, pipeline and conversion.
- Sales activity and conversation intelligence: Calls, meetings and emails captured and logged against the right accounts and opportunities.
Each project is scoped, built and handed over on its own, with documentation and training for your team.
Experts in: Salesforce, HubSpot, Clay, ZoomInfo, Apollo, LeanData, Outreach, Salesloft, Marketo, Gong, Sybill, Clari, Spiff, Gainsight.
Attribution and performance work we've delivered
- Fixing Attribution Issues: Don't Make Decisions Based on Bad Data: Attribution rebuilt so marketing budget is set on data the client trusts.
- 40+ hours saved every month: Automated lifecycle and attribution reporting for a cybersecurity startup.
- A baseline for headcount decisions: Rep productivity data that showed what top reps do differently.
The Rep Scorecard, one of our Terrain apps
Our Terrain Rep Scorecard gives sales leaders visibility into rep performance across effort, impact and outcomes. Compare and grade reps against their peers, identify where activity isn't translating into results, and pinpoint opportunities for targeted coaching to improve performance, directly in the app. Explore
Every project starts with an audit
We review how source, campaign and activity data reach your CRM today. It sets the scope of the build and the baseline we measure results against.
- Audit: Findings and a baseline
- Scope: Deliverables and an estimated timeline
- Build: A tested, working system
- Handover: Documentation and training
Talk to an attribution and performance specialist
We'll look at where your source data breaks today and where an audit should start. Book a call