Attribution, CRM configuration, and closed-loop reporting — the systems that let you see revenue by source.
A field guide to where marketing attribution breaks between a click and a closed deal.
Read →If your CRM’s lead source field is empty or unreliable, the data is dying before it lands. Here are the exact break points and the fix for HubSpot and Salesforce.
Read →First touch shows which channels build pipeline; last touch shows which close it. Why you need both captured on every CRM record — and how to set it up.
Read →A practical guide to capturing UTM source/medium in HubSpot with hidden form fields, preserving them across pages, and mapping them all the way to the deal record.
Read →GCLID lets Google optimize toward revenue — but it expires at 90 days. For B2B sales cycles longer than three months, here’s why you need a second attribution layer.
Read →Closed-loop reporting ties every closed deal back to the marketing that started it. What it requires, why most B2B companies don’t have it, and what changes when they do.
Read →Marketing attribution is how you connect a closed deal back to the marketing that created it. A plain-English definition, the main models, and why B2B companies struggle with it.
Read →UTM parameters are the tags that tell your analytics and CRM where a visitor came from. Here’s what each of the five fields means, with examples, and where they break.
Read →A step-by-step guide to setting up marketing attribution in HubSpot that survives all the way to the deal — source fields, hidden form capture, first/last touch, and the deal-level reporting most setups miss.
Read →If your HubSpot lead source or UTM fields are blank or showing “direct,” the data is dying before it lands. Here are the exact reasons and the fix, step by step.
Read →In Salesforce, source data captured on the lead is silently dropped at conversion unless you map each field to the contact and opportunity. Here’s how lead conversion mapping works and how to set it up.
Read →A practical checklist to audit whether your CRM can actually connect marketing to revenue — source fields, form capture, lead-to-opportunity mapping, pipeline hygiene, and closed-loop reporting.
Read →Clean data, one brand story, revenue that lasts. Start with the Rapid Alignment Audit — the findings are yours whether or not we build.
Kristina Spooner · Revenue Alignment Lead
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