#The challenge
Marketing and sales could not stand behind their MQL, hand-raiser, lead-source or attribution numbers. Return-to-marketing automation was overriding MQL status, the marketing automation platform and the CRM disagreed about which of them owned scoring, and the same dashboard could swing from under 200 MQLs to around 1,700 depending on how a filter was set. Lead source was flat-tagged, so whole channels disappeared into a generic bucket, and hand-raiser reporting sat on a live checkbox that automation kept clearing. Leadership needed one reconcilable spine it could report on all the way up.
#The approach
Deciding who owns the MQL
Made the marketing automation platform the sole owner of MQL, lead score and the hand-raiser flag, and reduced the CRM to reacting — stamping MQL dates, routing, and returning cold records to nurture. Deactivated the conflicting return-to-marketing movers so only the intended Gong-triggered flow survives.
Reconciling the count
Root-caused the dashboard swing to a counting-method problem rather than a data problem, then reconciled the CRM to the marketing platform one-to-one at the record level for a full quarter, so the number is defensible before anyone reports on it.
Lead source and first/last-touch rebuild
Rebuilt third-party-sourced lead attribution to route by the record owner's role instead of flat-tagging everything as prospecting, standardized the UTM-channel-to-lead-source mapping, restored BDR as its own lead source, and backfilled historical records so first- and last-touch land together.
Hand-raiser reporting that survives automation
Rebuilt hand-raiser reporting on the hand-raise event date — which survives return-to-marketing — instead of a live checkbox, and corrected the marketing performance dashboard so hand-raisers stop under-counting.
Inbound routing rebuild
Rebuilt inbound lead distribution: an even round-robin across the small domestic BDR team that also absorbs location-unknown leads, a separate path for known international leads, and 180-day activity-based stickiness so a returning lead goes back to whoever worked it — deployed to production with monitoring dashboards.
#Outcomes
A lead count marketing reports on
By mid-engagement the marketing owner described the lead count as reliable and accurate, and was using it to report upward to leadership.
MQLs reconciled one-to-one
The CRM and the marketing automation platform were reconciled to tie one-to-one at the record level across a full quarter of MQLs, making the count defensible.
Routing live with monitoring
The rebuilt inbound routing went to production with monitoring dashboards confirming it holds as built, with no routing errors observed.
Hand-raisers reconciled
Hand-raisers for the quarter reconciled to roughly three dozen and now report on an event-date basis that survives return-to-marketing automation.
Embedded delivery
A seven-person team worked the review window, spanning marketing operations and revenue operations.