The problem this solves
The monthly marketing report lists activity and vanity metrics, and the question 'what should we do more of' has no answer in it. Attribution is an argument instead of a number, campaign results are not comparable because nothing is structured consistently, and learnings from campaigns evaporate, so the same mediocre plays get rerun with fresh enthusiasm.
How we work
We build the foundation that makes marketing measurable at all: consistent campaign object usage so every asset, touch, and contact rolls up to a comparable unit, lifecycle stages set by automation so funnel counts mean something, and KPI definitions agreed in writing, including with sales, so 'qualified' stops meaning three different things in one meeting.
On top we implement the reporting layer in HubSpot: campaign performance dashboards, funnel and lifecycle reporting, and attribution reporting used honestly, multi-touch models as directional evidence of what influences pipeline, not as courtroom proof. Where native reports run out, custom report builder work covers the specific questions your team actually asks.
The intelligence part is a cadence, not a chart: a cycle-review format that ends every loop with documented answers, what outperformed, what underperformed, what changes next cycle, feeding directly into campaign planning. Analytics that do not change the next decision are decoration, and this module is built on that premise.
Deliverables
- Campaign object structure and tracking conventions
- KPI definitions agreed across marketing and sales
- Campaign, funnel, and lifecycle dashboards in HubSpot
- Attribution reporting configured with honest interpretation guidance
- Custom reports for the questions native reporting cannot answer
- Cycle-review cadence: learning log format feeding next-loop planning