The client’s marketing team was responsible for planning and executing multi-channel campaigns across email, events, and digital. However, they lacked a centralized way to measure campaign outcomes and understand how marketing efforts translated into pipeline and revenue.

Key challenges:

• No clear visibility into how much pipeline was generated by each campaign or activity.
• Manual calculations for marketing ROI, often inaccurate or delayed.
• Inability to confidently plan quarterly and annual MQL targets.
• Limited insights into which campaigns or channels drove the most qualified leads.

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Redtag worked closely with the client to build a series of Salesforce dashboards and custom reports focused on pipeline contribution, campaign ROI, and lead quality tracking.

Key improvements included:

• Marketing funnel dashboard – Tracked campaign influence on opportunity creation and wins, visualizing performance across every stage of the funnel.‍
• ROI attribution – Connected marketing spend to pipeline and closed-won deals, calculating true ROI per campaign and per channel.

• Channel effectiveness reports – Showed which sources (email, webinars, paid, etc.) delivered the most leads and opportunities.
• Quarterly planning support – Forecasted MQL generation by channel and campaign based on historical data.
• Hot lead identification – Used lead scores to flag high-interest MQLs for immediate sales follow-up or special offers.