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Featured industry case
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Industrial equipment, twelve months. The strategy, the work, the math.
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B2B Insight · Service 09 of 09
B2B marketing analytics built on GA4, Data Studio, CRM attribution, and pipeline reporting. The dashboards that show what last quarter's marketing spend produced — in the order revenue, pipeline, channel performance, and activity. Survives the iOS update cycle.
What we hear, going in
Two complaints we hear from manufacturing leadership, almost weekly:
“My CFO opens the dashboard and asks two questions I can't answer.” What we hear from marketing directors, most weeks
“My CFO wants to know what last quarter's spend produced. I can't actually tell him.” What we hear from manufacturing CEOs, most weeks
Most marketing reports are activity dashboards: impressions, clicks, sessions, leads. The numbers go up; nobody's sure if revenue does. Meanwhile, the dashboards your CFO actually wants — pipeline sourced by channel, marketing-influenced revenue, customer acquisition cost trending, attribution that survives the iOS update cycle — usually don't exist. Analytics done well is the difference between a marketing program that's defensible at a board meeting and one that's just believed-in.
How we run it
Three structural moves on most analytics engagements.
Most GA4 properties are set up wrong — missing events, missing conversions, wrong attribution model, wrong audiences. Audit, fix, and document. The foundation everything else builds on.
UTM scheme governance, server-side tagging, offline conversion imports tied to your sales stages. Pipeline sourced and attributed to channel — not just lead form fills.
Different reports for different roles. Live operational dashboard for the marketing team. Monthly pipeline-focused dashboard for the CMO. Quarterly business review for leadership and the board. Each one in the right level of detail.
Server-side tagging, enhanced conversions, consent management, first-party data strategy. Built so the iOS update cycle and cookie deprecation don't break your reporting.
What you get
01
Property audit, event taxonomy, conversion setup, audience definitions, attribution model selection. The foundation work that makes everything else accurate.
02
UTM governance, server-side tagging, enhanced conversions, offline conversion imports. Pipeline sourced and attributed to channel for the first time, in most engagements.
03
Operational dashboard for marketing, pipeline dashboard for leadership, executive dashboard for the board. Updated automatically; defensible in a meeting.
04
What worked, what didn't, what we're testing next month. Plain language. The reports CFOs actually read.
05
Leadership session covering pipeline, revenue, channel performance, year-over-year trends. Includes recommendations and budget guidance for the next quarter.
06
Board prep, investor reporting, channel deep-dives, ROI calculations for new initiatives. The analysis work that shows up at the wrong moment but matters most when it does.
A real story · A mid-size industrial OEM
A mid-size industrial equipment OEM had GA4, ad accounts, and a CRM — none of them talking to each other. Pipeline came in; nobody could trace it back to channel. Marketing-attributed revenue was a guess.
We wired it together. UTM scheme rebuilt. Server-side tagging deployed. CRM stages mapped to GA4 events. Dashboard built. For the first time in the company's history, the question 'what did paid media produce in revenue last quarter?' had a defensible answer.
See more case workView all →$487K
Pipeline sourced / month
Attributed to channel · first time
+29%
Pipeline visibility
Vs. pre-engagement baseline
100%
Channel attribution coverage
Paid, organic, email, direct
FAQ · Consulting questions
If yours isn't here, the form is honest territory.
Talk to us about analyticsGet in touch →Consulting is bounded by deliverable — we audit, we recommend, we hand it back. Fractional CMO is bounded by relationship — we own the plan, we sit in your leadership rhythm, we're accountable for the math compounding over quarters. Most of our consulting engagements end up looking like fractional CMO inside ninety days.
Two days a month for lighter engagements (board reporting, quarterly planning, strategic check-ins). Four days a month for active engagements (strategy + vendor management + audit cycles). We size to the work, not the other way around.
Almost never. We complement them. They run execution, we own strategy. They report to leadership, we coach them through it. The best engagements have a strong in-house operator running the day-to-day with us as the strategic spine they build against.
If the consulting work surfaces a channel that needs to move and we're the right team to move it, yes — the engagement expands to include execution. About two-thirds of our consulting engagements grow this way over twelve to eighteen months. The other third stay consulting-only because their existing teams are capable; we just give them better strategy to run.
Twenty-plus years of marketing practice, multiple engagements at scale, deep product literacy in industrial / technical / engineered categories. The person on your call has run paid accounts, written copy, sat on dealer-training calls, and presented to a board. Not a generalist account manager. Not a junior strategist with a senior title.
If you need execution help more than strategy help, hire a doer first. If you need a single tactical fix (a new website, a campaign, a brand refresh), engage that as a project. Fractional CMO is the right answer when the strategic spine is the gap — and when you're committed to growing something with a senior partner over multiple quarters.
Start a conversation · 1-business-day reply
Twenty minutes. No deck. No discovery script. Tell us what reporting you have now and what's missing — we'll tell you what to wire first.