Case study
Pipeline instrumentation for a B2B SaaS
Event taxonomy, attribution, and reporting so marketing and sales could agree on what was working.
Context
A growing B2B team had strong top-of-funnel traffic but fuzzy conversion story — channel reports disagreed, and sales handoff was opaque.
Approach
We aligned on a minimal event taxonomy tied to pipeline stages, instrumented key product and marketing surfaces, and built a single reporting view both teams could trust.
Outcomes
- Shared definitions for MQL / SQL handoff
- Channel and campaign views tied to revenue stages
- Foundation for iterative experiments without re-instrumenting every time
Engagement anonymized; metrics representative of the work.