Growth-stageIndustrial & Energy Technology
Rebuilding a channel taxonomy and the MQL workflows that were never firing
Channel taxonomy rebuilt
Channel taxonomy rebuilt
Attribution was unreliable in three separate ways at once. The channel, subchannel and UTM taxonomy let different sources collide into the same bucket, so channel performance was fiction. MQL lifecycle and lead-routing workflows had conditions that never evaluated true, so leads sat unpromoted and unrouted with nobody noticing they had stopped.
Rebuilt the channel, subchannel and UTM taxonomy, including splitting outbound tooling onto its own channel value so outbound activity stopped landing in and distorting other channels.
Audited and fixed the MQL lifecycle and lead-routing workflows whose conditions never evaluated true. This is the failure mode nobody reports, because a workflow that does nothing raises no error.
Corrected mis-stamped event and trade-show imports so historical periods are comparable, instead of leaving a permanent discontinuity in the reporting.
Stood up a marketing dashboard with first-touch attribution on top of the corrected taxonomy, reporting built only after the underlying data could support it.
Built business-development activity and consolidated funnel dashboards (six reports each), plus event, social-selling and territory reporting, so sales and marketing leadership ran their regional reviews off the same numbers.
Channel taxonomy rebuilt
Channel, subchannel and UTM values were rebuilt so sources no longer collide, with outbound tooling split onto its own channel.
Lifecycle and routing workflows firing again. MQL lifecycle and lead-routing workflows that had silently never fired were fixed, so leads promote and route.
5 steps
Deciding which system owns the MQL, and making the number defensible
A lead count marketing reports on
Lead routing and speed to lead
+1
6 steps
From an empty CRM to enrichment, territories and a live lead-routing engine
Full account base enriched
GTM lifecycle
6 steps
Rebuilding a sales lifecycle on real conversion data, and enforcing it with stage gates
Stage gating live in production
