Attribution Coverage: From ~40% to 95%

The situation

Marketing and finance were reporting different pipeline numbers for the same quarter. The root cause traced back to UTM tagging that was inconsistently applied, conversion paths that broke across the MAP-to-CRM handoff, and no shared definition of what counted as a marketing-sourced deal.

What we built

A rebuilt UTM governance framework enforced at the campaign level, a redesigned MAP-to-CRM sync that preserved the full conversion path instead of dropping it at handoff, and an agreed multi-touch attribution model that both marketing and finance signed off on.

The result

Attribution coverage moved from roughly 40% of pipeline being traceable to a source, to 95%. Marketing and finance now report the same number in the same board deck.