Marketing & sales diagnosis
How do we know whether B2B marketing is profitable?
Do not force every touch into a simplistic last-click answer. Connect spend and source data to qualified opportunities, pipeline, closed revenue, margin, and time. Use consistent campaign tagging, CRM stages, offline conversion updates, and a documented attribution view that the commercial team understands.
What to do next
- Agree on lifecycle stages and required fields across marketing and sales.
- Connect website events and campaign identifiers to CRM contacts and opportunities.
- Report both sourced and influenced pipeline with an explicit attribution rule.
- Compare return using gross margin and payback period, not revenue alone.
Services that should work together
One commercial problem often crosses specialties; use these links to understand each service’s role.
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