B2BCAC ReductionGoogle + SEO
Marketing couldn't confidently connect spend to closed revenue.
The Problem
Marketing couldn't confidently connect spend to closed revenue.
Diagnosis
Attribution stopped at the MQL — beyond that, marketing had no visibility into which channels produced SQLs or closed-won revenue, so budget was allocated on lead volume, not lead quality.
Intervention
01
Tracking
Rebuilt the GA4 + CRM attribution layer down to closed-won stage.
02
Acquisition
Reallocated budget toward channels with verified pipeline signal, not just lead volume.
03
Funnel
Aligned marketing and sales on a shared qualified-lead definition.
Results
| Metric | Before | After |
|---|---|---|
| Attribution Match Rate | 58% | 94% |
| Blended CAC | ₹18,400 | ₹9,600 |
| SQLs | 22/mo | 78/mo |
| Pipeline | ₹42L | ₹1.4Cr |
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