One live dashboard and a lead-scoring model that told the team exactly where to focus — and where they were wasting money.
+41%
Qualified leads
-29%
Cost per qualified lead
hours → live
Weekly reporting time
The problem
A multi-branch services firm generated leads from ads, a website, inbound calls and referrals — but each lived in a different tool, and 'reporting' meant three people reconciling four spreadsheets every Monday. Sales insisted marketing's leads were junk; marketing insisted sales never followed up. Nobody could prove either, so budget decisions were pure gut feel.
Our solution
We built a single source of truth. Every lead source flows into one warehouse, gets scored, and surfaces in a live dashboard that shows cost per qualified lead by channel — so the weekly meeting became a decision, not a debate.
What we did
- Piped ads, web analytics, call tracking and CRM into BigQuery with modelled, documented tables in dbt.
- Defined 'qualified lead' with sales and marketing together, then built a transparent scoring model on budget, timeline and engagement signals.
- Designed a live dashboard: spend, pipeline, and cost-per-qualified-lead by source, refreshed continuously — no more manual pulls.
- Automated a one-page weekly decision report (scale / hold / kill) delivered every Monday morning.
- Added closed-loop feedback so won and lost outcomes flow back to sharpen both scoring and ad targeting.
The outcome
The Monday marketing/sales standoff disappeared. Budget now moves to the channels that produce qualified pipeline within days of the data changing, instead of a quarter later.
“We stopped arguing about lead quality because we could finally see it. Budget decisions that used to take a week now happen in the Monday meeting.”