A B2B marketing team struggled to understand campaign performance because tracking, program statuses, and reporting fields were inconsistent. UTMs were a free-for-all, lead source values had drifted, and two dashboards told two different stories about the same campaign.
Cleaned up campaign structure, tracking inputs, and reporting readiness so the team could trust the data more. Wrote a one-page UTM and source taxonomy enforced at the form layer. Standardized program-to-Salesforce-campaign mapping. Rebuilt the source-field architecture on lead and contact, and propagated it to opportunity.
Adobe Marketo Engage, Salesforce Sales Cloud, Google Analytics 4, Google Tag Manager, Looker
Marketing-sourced and influenced pipeline became consistently reportable. Executive dashboards reconciled. UTMs stopped showing up in fifteen variants of the same value. The team stopped spending the first half of every leadership meeting reconciling numbers.
When the CMO can't confidently say what marketing sourced last quarter, every other decision gets harder. Trustworthy reporting unblocks budget conversations, campaign decisions, and board-readout prep.
The starting point
The CMO could not confidently say what marketing had sourced last quarter. UTMs were a free-for-all. Two dashboards told two different stories about the same campaign.
The taxonomy
We wrote a one-page UTM and source taxonomy: approved sources, mediums, campaign naming, and forbidden values. The form layer enforces it now — non-conformant values are rejected before they reach the database.
Field architecture
Original and latest source fields on lead and contact; first-touch URL and timestamp; opportunity inherits the lead-converted-to-contact source spine. Source data became a property of the lead, not the dashboard.
Dashboards that reconcile
One executive dashboard that ties campaign cost, MQL volume, SQL conversion, and pipeline impact. Numbers agree because they come from one source-field architecture, not five competing definitions.
What changed
The marketing leadership meeting now spends time on decisions rather than reconciliation. Pipeline visibility became a habit, not a quarterly fire drill.