Making marketing visible to finance and sales
attribution, KPIs, and the case for investment.

7 articles Related service: RevOps & Analytics

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How to align B2B sales and marketing teams around shared revenue goals with SLA frameworks.

How to design a B2B lead handoff process that sales actually follows. SLA design and MQL criteria.

How to present B2B marketing attribution to finance leadership. The models and narrative that work.

How to build an internal business case for B2B marketing investment. ROI frameworks and pipeline modelling.

The B2B marketing KPIs that matter to the board. Pipeline contribution, CAC, LTV, and velocity.

A clear-eyed guide to the B2B pipeline from MQL to closed-won. Stage definitions and conversion benchmarks.

First touch, last touch, W-shaped, time-decay, and data-driven attribution — when to use each.