Multi-Touch Attribution & Lead Scoring

Marketing couldn't prove ROI. Sales said the leads were garbage. The CRM had 50K+ contacts but no scoring, no source tracking past first touch, and no way to connect a closed deal back to the webinar, ad click, or content piece that started the conversation. Budget conversations were arguments, not analyses.

• Built a multi-touch attribution model connecting CRM deal data to every upstream touchpoint — ads, content downloads, webinars, emails, and direct site visits
• Developed a lead scoring algorithm combining firmographic fit, behavioral engagement signals, and recency-weighted activity
• Automated MQL routing with score-based prioritization, reducing sales cherry-picking and improving follow-up speed
• Created an executive dashboard showing true CAC, pipeline attribution by channel, and content performance metrics