Retiring the spreadsheet: computing marketing's sourced and influenced share natively

The problem

The play

1. 1
   Native multi-touch attribution turned on and wired up

   Turned on the platform's enterprise multi-touch revenue attribution and built the machinery it needs to work, new attribution fields plus first-touch and latest-lead-source stamping, so sourced and influenced impact is computed in the system rather than mapped by hand.

2. 2
   A channel translator so tagging discipline is not a prerequisite

   Built a channel-translator workflow that normalises inconsistent inbound source values into the reporting taxonomy, so attribution does not silently depend on every campaign being tagged perfectly at the point of entry.

3. 3
   UTM backfill with safeguards

   Backfilled UTM data historically with safeguards against overwriting good values, giving the attribution model enough history to be worth reading.

4. 4
   A dashboard set per audience

   Designed and iterated executive, marketing, sales and rep-level dashboards through successive versions, plus a paid-advertising spend dashboard.

5. 5
   A monthly board pack off the same data

   Built a monthly board-deck reporting pack from the same underlying data, replacing the manual contact-by-contact spreadsheet process the team had been running each cycle.

6. 6
   Roadmap advisory, labelled as roadmap

   Delivered a leadership engagement review as the business case for the partnership and scoped a revenue-intelligence layer against the board's pipeline-growth goal. This is scoped roadmap, not delivered result.

What it moved

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