Connecting Marketing Activity to Leads and Opportunities · Case study
A connected view of marketing and pipeline outcomes.
A Power BI reporting model connected digital engagement, marketing automation and Salesforce outcomes through shared definitions.
Marketing and CRM activity could not be followed in one reporting journey.
A shared reporting view connected engagement, leads and opportunities.
01 · The challenge
Marketing and sales could not see one connected customer journey
Website activity, campaign engagement and Salesforce lead and opportunity outcomes lived in different systems. Each team could see its own stage, but not how activity connected across the funnel.
Which marketing activity actually created engagement, leads and opportunities?
02 · The foundation
A dashboard is the last mile. Here’s everything before it.
The reporting became useful after measurement, data engineering, identity and metric definitions were aligned.
Measure before you report.
Trust starts at collection. Context, events, identity and experiment success metrics were defined before the data entered reporting.
Build the foundation. Make it reusable.
Source-specific ingestion, incremental processing and SQL transformation created one governed marketing data platform.
Connect identities. Never assume them.
Web behaviour, marketing automation and CRM outcomes were connected only where identifiers co-existed or were explicitly mapped.
Page · content · CTA · form behaviour
ECID ↔ visitor GUIDMarketing automation and form history
Contact ID ↔ Salesforce IDLead, contact and opportunity context
Same measure. Same meaning.
A shared semantic model kept website, campaign and executive reports comparable. The logic lived in the foundation—not separately inside every dashboard.
DimDate · DimCampaign · DimChannel · DimContent · DimGeography
KPI definitions · Attribution rules · Reconciliation · Monitoring
See the journey. Not just the stops.
Shared funnel definitions brought digital activity, high-intent actions, marketing leads and opportunities into one analysis view.
03 · The evidence
The proof is in the reporting.
Different business questions. The same governed foundation underneath.
Full-funnel performance
Awareness
Off-site traffic & engagement
Website sessions
Website high-intent actions
Marketing leads
Behaviour with context
Page-view trend
Visitor trend
Channel and content detail
The journey starts before the visit
Search performance
Organic visibilityGoogle Business Profile
Local actionsPaid and organic in the same story
These report views were recreated for this presentation from the actual client dashboard, rather than using original client screenshots. KPI values reflect the source dashboard; trend shapes are schematic and do not imply measured uplift. Client details are anonymised.
04 · The outcome
Teams gained a shared view from engagement to opportunity
Marketing and sales could review digital engagement alongside leads and opportunities in the same reporting model. Shared definitions gave channel and campaign analysis a consistent basis without claiming a measured uplift.
Shared definitions across reports
Governed definitions replaced repeated reconciliation across isolated reports.
Reusable reporting foundation
New questions could be answered using shared pipelines, dimensions and measures.
Full-funnel visibility
Digital behaviour could be analysed alongside lead and opportunity outcomes.
The work presented in this case study was delivered by members of the Adovo team through Adovo and/or during previous enterprise engagements.