5 September 2025
Sector: B2B SaaS
Focus: Google Ads & Performance Marketing, Systems & Integrations
Situation
Sales said the leads were weak, marketing pointed at cost per lead, and CRM stages did not line up with how opportunities actually progressed. Without shared definitions, every meeting recycled the same argument.
What we focused on
- Lead scoring alignment: Definitions both teams signed, updated quarterly.
- Offline conversions: Sales outcomes fed back for bid guidance where possible.
- Landing tests: Controlled experiments, not 20 simultaneous changes.
Outcome
Budget moved toward campaigns that produced revenue-adjacent outcomes, not vanity leads.