#The challenge
Attribution was unreliable in three separate ways at once. The channel, subchannel and UTM taxonomy let different sources collide into the same bucket, so channel performance was fiction. MQL lifecycle and lead-routing workflows had conditions that never evaluated true, so leads sat unpromoted and unrouted with nobody noticing they had stopped. And historical imports from events and trade shows had been stamped with the wrong source, poisoning the back-comparison. Leadership had dashboards; nobody believed them.
#The approach
Rebuild the taxonomy so channels stop colliding
Rebuilt the channel, subchannel and UTM taxonomy — including splitting outbound tooling onto its own channel value so outbound activity stopped landing in and distorting other channels.
Find the workflows that were never firing
Audited and fixed the MQL lifecycle and lead-routing workflows whose conditions never evaluated true. This is the failure mode nobody reports, because a workflow that does nothing raises no error.
Correct the historical imports
Corrected mis-stamped event and trade-show imports so historical periods are comparable, instead of leaving a permanent discontinuity in the reporting.
First-touch attribution reporting
Stood up a marketing dashboard with first-touch attribution on top of the corrected taxonomy — reporting built only after the underlying data could support it.
Activity and funnel reporting for the sales side
Built business-development activity and consolidated funnel dashboards (six reports each), plus event, social-selling and territory reporting, so sales and marketing leadership ran their regional reviews off the same numbers.
#Outcomes
Channel taxonomy rebuilt
Channel, subchannel and UTM values were rebuilt so sources no longer collide, with outbound tooling split onto its own channel.
Lifecycle and routing workflows firing again
MQL lifecycle and lead-routing workflows that had silently never fired were fixed, so leads promote and route.
Historical event imports corrected
Mis-stamped event and trade-show imports were corrected so historical reporting is comparable.
First-touch attribution dashboard live
A marketing dashboard with first-touch attribution was stood up on the corrected data.
Shared reporting for sales and marketing
Business-development activity and consolidated funnel dashboards, plus event, social-selling and territory reporting, gave both sides one set of numbers.