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How I drive growth

Marketing ops, attribution, and CRO: stop setting budget on a lie

First-touch attribution lies, and most teams make budget decisions on the lie. I build the measurement spine first: multi-touch attribution, clean ops, and a CRO program. Then every other decision gets honest.

Best for

B2B SaaS, seed to Series B

Where it fits

When you can't prove what works

Proof

Organic became Wodify's top deal source

What most teams get wrong

Most teams treat attribution as a report card: a dashboard you build to defend the budget you already spent. So they reach for the easiest model, first-touch, and it quietly lies to them. It credits the first ad somebody clicked and erases everything that actually moved the deal. Budget flows to whatever sits at the top of the funnel, and the channels really closing revenue get starved.

Attribution is not a trophy. It is a decision tool. Until sales and marketing share one definition of a qualified lead and one view of what works, every other lever, paid, content, CRO, is being pulled half-blind.

How I think about it

01

First-touch lies, so go multi-touch

B2B deals take many touches. A model that credits only the first one funds the wrong channels. Distribute credit across the journey and the truth shows up.

02

Build the spine before the tactics

Lead scoring, routing, UTM hygiene, and one trusted dashboard come first. Without the plumbing, every channel decision downstream is a guess.

03

One definition of a qualified lead

Sales and marketing fighting over lead quality is a measurement problem. Agree on the fit score, the threshold, and the SLA, and the fight ends.

04

CRO is a program, not a button

A prioritized backlog of hypotheses across the pages and forms that touch revenue, run as real experiments. The tests are easy. The discipline is the edge.

How I actually do it

  • Migrate attribution from first-touch to multi-touch and build an executive dashboard that reallocates budget toward the channels clearing a clear ROI bar.
  • Stand up the ops layer in HubSpot: demographic, firmographic, and behavioral lead scoring, a fit score, MQL thresholds, a short sales SLA, and lead-recycling rules.
  • Run a CRO program with structured A/B/C tests across demo, trial, and pricing pages, and cut friction on the highest-intent forms.
  • Hold a weekly operating rhythm against the dashboard, so reallocation and testing decisions are made on evidence, not opinion.
Proof, not theory
Wodify

Made organic the top source of new deals

Marketing couldn't prove its impact. I migrated attribution from first-touch to multi-touch, built an executive dashboard, reallocated budget to the channels actually clearing the ROI bar, and ran a CRO program across the funnel. Sales and marketing finally shared one source of truth.

Organicbecame the top source of new deals ~3xsocial reach vs target Multi-touchattribution and exec dashboard Oneshared definition of a qualified lead
Read the attribution & CRO case study

Questions I get asked

Multi-touch, in almost every case. First-touch credits the first ad someone clicked and hides everything that actually moved the deal, which leads to funding the wrong channels. B2B buying journeys have many touches, so you need a model that distributes credit across them.

Yes, because it is what lets a small team stop wasting budget. You do not need a heavy platform. You need clean UTM hygiene, a CRM that captures touches, and one dashboard the whole company trusts.

The plumbing that makes everything else measurable: lead scoring and routing, the sales SLA and handoff, UTM and data hygiene, the attribution model, and the reporting layer leadership makes decisions from.

A/B testing is a tactic. CRO is a program: a prioritized backlog of hypotheses across the pages and forms that touch revenue, run as disciplined experiments, with wins shipped and learnings fed back in. The tests are the easy part. The system around them is the work.

Related capabilities

Demand generation & growth Paid acquisition

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