Un-inverting a funnel and rebuilding attribution across a ~285k-contact database

The problem

The play

1. 1
   GTM diagnostic first

   Ran a full go-to-market diagnostic across the funnel before changing anything, to establish exactly where records were stranded, which transitions were firing backwards, and what share of the database was unattributable.

2. 2
   Lifecycle rebuild with forward-only logic

   Rebuilt the lifecycle stage model end to end with forward-only transition logic and velocity stamping, then re-stated every stranded record so historic conversion and velocity became computable.

3. 3
   Attribution framework

   Built a 14-channel taxonomy with normalized 'golden' attribution fields, an eight-step attribution workflow engine, UTM hygiene and hidden-field capture on forms, and webinar attribution that recovered ~3,300 previously invisible attendees.

4. 4
   Motion stamping across the whole base

   Stamped and backfilled lead motion, inbound, outbound, other, across the entire contact base, and stood up separate inbound and outbound lead-status engines so the two motions stopped contaminating each other's metrics.

5. 5
   Channel ROI and forecastingVasco

   Stood up the Vasco GTM data platform to fuse attribution with channel spend for CAC and ROI reporting and segment-level forecasting, built a first-version growth model, and delivered the company's first formal quarterly business review with a top-10 metrics readout.

6. 6
   Identity resolution across product, CRM and billing

   Stitched product, CRM and billing data into a canonical user-to-organization-to-revenue identity table, so usage-based upsell signals could be attached to the right revenue-bearing account.

What it moved

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