Cut $62,961 of marketing spend to make $1.1m in sales

Why

Marketing spend had no clear link to closed revenue. Leadership wanted 26 HubSpot reports, but the underlying data made them unreliable:

• Quota and deal revenue used different properties.
• Reps skipped stages, breaking conversion rates.
• Event attendees weren’t properly associated with campaigns, breaking attribution.

How

Built a unified attribution system connecting campaigns, contacts, deals, spend and revenue.

• Audited all 26 reports and mapped each to its data dependency.
• Standardized revenue and SQL handoffs.
• Fixed campaign associations and attribution.
• Documented the workflows and trained the team.

What

• The analysis drove $62,961 in marketing cuts and redirected spend toward a $2,499 event that ultimately drove $1.1m in closed revenue.
• Quota and attainment now use consistent revenue data.
• Marketing and Sales Ops can manage reporting themselves.

“I did not even realize this was possible. Now I can actually make data-informed decisions.”