The marketing team knew how much it was spending. It knew how many conversions each advertising platform reported. What it could not reliably answer was the question leadership cared about most: which marketing investment was actually contributing to revenue?

Google Ads reported its conversions. Meta reported its own. Linkedin ads had another view of engagement and performance. Google Analytics provided yet another perspective.

Then the prospect entered Salesforce, where the business could finally see whether that person became a lead, an opportunity, and eventually a customer.

The problem was that these views were not connected.

A conversion reported by an advertising platform did not necessarily mean a qualified lead. A lead did not necessarily become an opportunity. And a platform-reported conversion did not tell leadership whether the resulting business actually closed.

Building a combined view meant exporting data from multiple platforms, aligning metrics manually, and reconciling differences between sources. The monthly reporting cycle took two to three days.

This made it difficult to:

• Compare channel performance using consistent metrics
• Understand true cost per qualified lead and signed engagement
• Connect marketing touchpoints with opportunities and closed-won revenue
• Identify underperforming campaigns before the next reporting cycle
• Know where to increase or reduce marketing investment
• Give leadership a consistent, defensible view of marketing ROI

The problem was not a lack of data. The firm had plenty of it.

The problem was that the data stopped being useful when it crossed system boundaries.

By the time a report was assembled, the team was often reviewing performance that was already weeks old. Marketers could explain what each platform said had happened, but had limited visibility into what to change next.

The firm needed its marketing and CRM data brought together, with consistent definitions and a clear connection between marketing activity, pipeline, and revenue.

Redtag implemented Salesforce Marketing Intelligence as the firm's central marketing analytics environment, connected to its existing Salesforce org.

The goal was not simply to replace spreadsheets with another dashboard. It was to create a connected marketing data environment where channel performance could be brought together, standardized, connected to CRM outcomes, and used to make faster optimization decisions.

All marketing channels in one view - Linkedin ads, Google Ads, Meta Ads, and Google Analytics feed into Marketing Intelligence through supported connectors, bringing marketing performance data together alongside Salesforce CRM data. Instead of opening multiple platforms and reconciling separate reports, the team works from one unified view of marketing performance.

Consistent metrics across sources - Data 360 ingests, unifies, and harmonizes data from different sources, while the Marketing Intelligence data model provides a consistent foundation for analyzing channel and campaign performance. Spend, engagement, conversions, and other performance metrics can be evaluated using common definitions rather than relying on each platform's individual reporting logic.

Campaign performance in business context - Tableau Next provides centralized analytics across channels, campaigns, audiences, and business goals, allowing marketers to evaluate performance without switching between individual platform reports.

From marketing activity to revenue - Marketing Intelligence attribution capabilities connect marketing touchpoints with Salesforce CRM data, giving the team greater visibility into how campaigns and channels contribute to pipeline and closed-won revenue. Instead of relying only on platform-reported conversions, marketers can evaluate campaign contribution in the context of actual CRM outcomes.

Insights for faster optimization - Einstein-powered capabilities and Agentforce surface performance trends and flag underperforming campaigns for review, so the team sees where budget may be underperforming without waiting for the monthly cycle.

Conversational analytics - Marketers can explore campaign performance using natural-language questions, investigate trends, and get answers from connected marketing data without manually assembling another report.

Executive visibility without the spreadsheet cycle - Leadership can review marketing investment, channel performance, attribution, and revenue impact from the same connected analytics environment without waiting for a manually prepared monthly report.

Instead of starting every reporting cycle by reconciling multiple sources, marketers now start with one consistent view of performance and spend their time deciding where to investigate, optimize, and move budget.