Context · Growth motion

Sales-led

A rep closes, so marketing's contribution is a handoff rather than a conversion.

What changes here

The same four questions, and what each one runs into in this context.

Last-touch credits whichever marketing touch preceded a conversation the rep actually drove.

The question shifts from whether the ad worked to which function moved this transition.

Cost per opportunity beats cost per lead, and both beat cost per click.

Routing and prioritisation are the decisions. Which accounts get a rep's hour is the scarcest allocation on the list.

Attribution Is Not Incrementality

Attribution assigns credit for conversions you observed. Incrementality estimates the ones that would not have happened otherwise. The gap between them is where budgets go wrong.
Planned

Defining Events That Survive Contact With Operations

A lead, an activation, and a qualified opportunity are organizational agreements before they are data. What happens to measurement when the definition drifts.
Planned

The Same Click, Different Funnels

One ad click means something different in a self-serve checkout than in a sales-qualified pipeline. Why the funnel grain you choose determines what you can measure.
Worked example Planned

Leads Versus Incremental Qualified Pipeline

A B2B lead program that hit every MQL target and moved no pipeline. Tracing where the funnel definition and the incentive diverged.

Planned

Choosing the Right Campaign Optimization Event

The deepest event that stays reliable, timely, and frequent enough to train on. A three-way tradeoff that moves as volume grows.