30% Marketing Efficiency Gain from Multi-Touch Attribution
A B2B demand-gen company had high marketing spend, no attribution between campaigns and revenue, and leadership that didn't trust marketing data. SiyaSphere built a multi-touch attribution framework across Salesforce and Marketo with revenue-linked Power BI dashboards. Leadership got full campaign-to-revenue visibility, and marketing efficiency improved 30%.
- Marketing efficiency gain
- 30%
- Marketing efficiency gain
- Campaign-to-revenue visibility
- 100%
- Campaign-to-revenue visibility
- Attribution model in production
- Multi-touch
- Attribution model in production
The challenge
- High marketing spend with unclear ROI.
- No attribution linking campaigns to revenue.
- Leadership didn't trust marketing data, so budget decisions were made blind.
What we built
- 1
Attribution framework
Designed a multi-touch attribution model connecting Marketo campaign touches to Salesforce opportunities.
- 2
Revenue-linked dashboards
Built Power BI dashboards that show each campaign's contribution to pipeline and revenue.
- 3
AI insights, human strategy
Used AI to surface patterns in campaign performance, with the marketing team validating strategy decisions.
Results
- Complete campaign-to-revenue visibility
- Accurate attribution modelling
- Better budget allocation decisions
- Sales alignment on marketing lead quality
- 30% improvement in marketing efficiency
Key takeaway
Attribution earns trust when it is tied to opportunities and revenue in the CRM, not just to clicks. That link is what lets leadership move budget with confidence.