Growth-stageMarketing & Sales Technology

One campaign per lead source: rebuilding attribution and MQL scoring across a split stack

Campaign taxonomy rebuilt

Play leadSolangeMarketing Ops team · LeanScale

The problem

Go-to-market reporting was fragmented across a marketing automation platform and the CRM. Campaigns were created inconsistently, so lead source could not be trusted; MQL definitions differed between the two systems, so the same lead could be qualified in one and not the other; and the marketing database carried roughly 60,000 duplicate company records, which made any account-level rollup meaningless.

The play

1
One campaign per lead source
Rebuilt the campaign taxonomy so every lead source maps to exactly one campaign, with bucketing by business unit and channel. That single rule is what makes source reporting roll up cleanly instead of fragmenting across near-duplicate campaign records.
2
MQL scoring reconciled across both systems
Rebuilt MQL scoring so the marketing platform and the CRM qualify a lead the same way, ending the arguments about which system was right.
3
Duplicate company cleanup by reimport, not merge
Cleared roughly 60,000 duplicate company records in the marketing platform with a delete-and-reimport from the CRM system of record, rather than an in-place merge that would have preserved the bad associations.
4
Services delivery wired into revenue reporting
Connected the professional-services automation platform (Rocket Lane) into reporting for services hours and revenue per hour, alongside recurring-revenue roll-ups, so services delivery shows up in the revenue picture instead of sitting in its own tool.