Start Here: A Fast Orientation

• To get started, list the digital channels that currently contribute meaningful pipeline and the rough percent of your marketing-sourced pipeline each supplies. Options: Paid search, Paid social, Organic search/SEO, Email/nurture, Display/programmatic, Referral/partners, Direct/website conversion, Other
• How many marketing-qualified leads do you receive on average per month, broken down by channel? Options: 0-50, 51-200, 201-500, 501-1,000, 1,001+
• Who on your team is accountable for the final pipeline numbers used in reports to the CEO? Options: VP Marketing, Head of Demand Gen, Revenue Operations, Head of Sales Ops, No single owner identified, Other
• Which revenue or pipeline metric does your leadership expect you to improve this quarter? Options: Marketing-sourced pipeline, SQL to opportunity conversion, Cost per pipeline dollar, Sales-accepted leads, Closed-won influenced revenue, Other
• When was the last time you changed an attribution approach, and what triggered that change within your organization? Options: Within 1 month, 1-3 months, 3-12 months, Over 12 months, We have never changed it
• Identify the channel or metric that, if unchanged, would make you decide not to move forward with an external partner. Options: Marketing-sourced pipeline, Lead quality (SQL to opp), Conversion rate on landing pages, Attribution reconciliation with finance, Lead handoff SLA adherence, Other

Where Your Pipeline Actually Feels Tight

• If your attribution data could not be trusted for the next quarter, what decision would your leadership demand about digital spend? Options: Pause non-performing channels, Hold all new tests, Cut overall digital budget, Reassign budget to existing channels, Other
• Describe a recent campaign where reported returns diverged significantly from the pipeline sales saw, and what you discovered after digging into raw data.
• Tell me which channel's performance most often surprises you when you inspect sessions through to closed revenue, and why you think that happens. Options: Paid search, Paid social, Organic search, Email, Display, Other
• On a scale from 1 to 5, how often do attribution blind spots create meaningful disagreements between your marketing and sales teams? Options: 1, 2, 3, 4, 5
• Which single data or reporting gap, if unresolved, would make you pause or stop the engagement entirely? Options: No CRM access, No web analytics access, Sales not following lead SLAs, Legal/compliance block on data sharing, Inability to tag important pages

What's Invisible in Your Attribution

• Why do you believe your current attribution rules favor one channel over another, and what evidence supports that view?
• How do you currently join marketing touch data to CRM outcomes, and which team owns each step of that join? Options: Marketing owns the join, Revenue Ops owns the join, Sales Ops owns the join, No clear owner, Other
• Walk me through the last time you reconciled marketing-attributed revenue with finance numbers, step by step, and what changed as a result.
• Would running a parallel attribution model during a pilot make you more comfortable signing a longer engagement, and which model would you trust most? Options: Multi-touch model, First touch with adjustments, Last touch with weighted credits, Algorithmic model, Hold both and compare
• Which missing tag, connector, or permission would immediately prevent accurate channel-level attribution on launch? Options: Tracking tag missing on conversion pages, No CRM API access, No ad platform conversion link, No ability to capture lead source, User consent limitations

Who Owns the Handoff and Where It Breaks

• Who takes final ownership inside sales when a marketing-sourced lead becomes an opportunity, and where do handoffs typically fail?
• Share a recent example when a lead was lost in the handoff, what exactly happened, and how much pipeline or revenue was at stake.
• How many named sales reps consistently follow the agreed lead response SLAs on your team? Options: All reps, Most reps, About half, Few reps, No reps
• Are there score thresholds or qualification fields in your CRM that sales routinely overrides, and which ones cause the most disputes? Options: Lead score, Industry/vertical field, Company size, Intent signal fields, No overrides
• If the sales team will not adopt a fixed lead handoff SLA, what would that mean for your willingness to accept our measurement and revenue attribution model? Options: We would pause the engagement, We would accept with caveats, We would proceed but lower budget, We would not change approach

The Other Options You're Weighing

• Which other agencies, internal teams, or platform-based solutions are you still actively considering and what specifically attracts you to each?
• List the pros and cons you see for keeping demand generation fully in-house instead of hiring an external partner. Options: Cost control, Faster decisions, Limited bandwidth, Lack of specialist skills, Retention risk
• Who is your incumbent vendor and what would need to change for you to replace them? Options: Performance improvement, Lower total cost, Better measurement visibility, Stronger senior team, No incumbent
• If staying with your current approach were clearly better, what specific evidence or metric would convince you to keep it rather than change?
• What single advantage offered by a competitor would make you sign with them instead of exploring a pilot with an external partner? Options: Proven revenue case study in our vertical, Lower cost structure, Faster time to value, Integrated tech stack we already use, Better data governance assurances

Readiness: Can We Start on Day One?

• List the specific systems that must be connected before work starts, and mark which of your systems are currently accessible. Options: Primary CRM, Web analytics, Ad platforms, Marketing automation, Customer data platform, Data warehouse
• Which CRM endpoints and analytics accounts can you grant read and write access to within five business days? Options: CRM API access, Analytics read-only, Analytics read/write, Ad platform reporting access, No immediate access available
• Provide the name or role on your team who will own data access and API credentials during the project and confirm their availability for onboarding.
• Estimate how clean your lead and opportunity data are, for example duplicate rate, missing contact info, and inconsistent lifecycle stages. Options: Very clean, Mostly clean with some issues, Moderate issues, Significant data quality problems
• Which single missing permission or unresolved compliance concern would stop a deployment from beginning? Options: No CRM data sharing allowed, Legal must approve tracking, Consent management not in place, No ad account sharing allowed, Other

Budget, Decision-Making, and Timeline

• If the pilot delivers the agreed uplift in pipeline, who signs the full contract and how quickly could they commit?
• How stable is your budget for the next quarter, and does it already include allocations for testing new agency partners? Options: Budget committed and tagged for tests, Budget flexible but not committed, No budget without approval, Budget under review
• When you evaluate agency proposals, which internal committee or stakeholder must sign off on commercial terms? Options: Finance, Legal, Procurement, CEO/CMO, Cross-functional committee
• Would a performance-based payment structure aligned to pipeline and revenue increase your likelihood of proceeding? Options: Yes, likely, Maybe with caps, No, prefer fixed fee, Unsure
• Name the single decision criterion that would make you sign within 30 days if met by the pilot. Options: X% pipeline uplift, Y:1 ROI, Full data access granted, Sales acceptance of leads, Board-level approval

Signals That Would Make You Say Yes

• What would have to be true at the end of a 6-week pilot for your leadership to approve a larger engagement?
• Share the top three risks your leadership will raise during final negotiation and name who raises each one. Options: Budget/ROI, Data privacy/compliance, Sales adoption, Vendor lock-in, Measurement accuracy
• How quickly can you provide test accounts, staging pages, and sample data for tagging and tracking validation? Options: Within 3 business days, Within 1 week, Within 2-3 weeks, Longer than 3 weeks
• Are legal, procurement, or security reviews required before data access can be granted, and what typical timelines do they follow? Options: No reviews required, Security only, 1-2 weeks, Legal and security, 2-4 weeks, Procurement required, 2-6 weeks
• On a scale from 1 to 5, how comfortable are you running a side-by-side attribution test versus adopting a single agreed model? Options: 1, 2, 3, 4, 5
• Assuming the pilot hits your target, what immediate next step would you expect the seller to propose and who on your team must sign off? Options: Expand budget and channels, Move to a quarterly contract, Create a joint roadmap, Hold an executive review, Other

• Solution Experience Session

• Confirm the current state and its cost
• You confirm the demonstrated coordinated program eliminates the attribution blind spots you described and creates an auditable spend-to-revenue view.
• Run the sample forecast on the customer's last 90 days of channel and CRM data and deliver the pipeline impact model before the follow-up session.
• Align on pipeline and revenue targets to defend
• You accept the sample forecast as a credible baseline for expected pipeline impact or identify specific data gaps that must be closed.
• Provide the last 90 days of channel performance exports and CRM conversion history or grant data access required for the forecast.
• Walk through the coordinated program and sample forecast
• Identify the decision stakeholders and the criteria they will use to evaluate budget approval and attribution accuracy.
• You agree on a pilot scope, success criteria, and the next evidence required before commercial discussions.
• Draft a proposed pilot scope and success criteria based on today's feedback for review in the follow-up meeting.
• Prove the measurement and handoff workflow
• Validate the proposed future state
• Agree pilot scope and next evidence

• Solution Experience Session
• Solution Experience Deck
• Solution Brief

• meeting
• slides
• document

• Implement Tag Management and Data Layer
• Configure Conversion Tracking and Event Fires
• Integrate CRM Lead Sync and Revenue Mapping
• Build Analytics Dashboard Tied to Pipeline
• Deploy Multi-Touch Attribution Model
• Launch Paid Search Campaigns
• Launch Paid Social Campaigns
• Deploy Programmatic Display and Retargeting
• Set Up Email Nurture and Lead Scoring Workflows
• Optimize Landing Pages and Conversion Flows
• Run A/B and Multivariate Landing Tests
• Manage Cross-Channel Budget and Bid Optimization
• Activate Audience Segmentation and Lookalike Lists
• Enable Data Exports and CRM Attribution Feeds

Implement Tag Management and Data Layer

• Confirm whether you have an existing tag manager container ID and the access role we can use. Options: Yes - full admin access, Yes - limited access, No, need setup
• Describe the data layer schema you currently publish for product, transaction, and lead events (include variable names used).
• Estimate the number of page templates or application routes that need data layer variables (for example 25 landing page templates). Options: 1-10, 11-25, 26-100, 100+
• Give the primary pages and their URLs where purchase or lead events must be captured (for example /pricing, /demo-request).
• What evidence will validate the data layer and tag container are firing correctly across your pages (for example event logs, server-side hits, or CRM lead timestamps)?
• Name the owner for tag manager changes and the allowed deployment windows for tag publishes.

Configure Conversion Tracking and Event Fires

• Confirm whether you have server-side conversion endpoints available or currently only use client-side pixels. Options: Client-side only, Server-side available, No tracking yet
• Describe the conversion event names in your analytics that correspond to MQL and SQL status (include exact event names).
• Estimate how many distinct conversion events you want tracked for attribution (for example demo requests, trial starts, purchases). Options: 1-3, 4-6, 7-12, 13+
• Provide the firing rules for high-priority events and include exact selectors, dataLayer keys, or endpoint names.
• Explain whether legacy tags or tag-blocking scripts are present on pages that might prevent event fires. Options: Yes - list provided, No, Not sure
• Which acceptance metric will confirm conversion tracking accuracy (for example server-side event receipt rate > 98% compared with page hits)?

Integrate CRM Lead Sync and Revenue Mapping

• State whether your CRM uses custom objects or a standard lead/contact/account model. Options: Standard objects only, Custom objects present, Hybrid
• List the CRM fields that map to pipeline value and closed revenue (for example ARR, ACV, Closed Won field names).
• Indicate the preferred frequency for lead sync from marketing systems into the CRM (real-time webhook, hourly batch, nightly). Options: Real-time (webhook), Hourly, Daily, Weekly
• Identify who is responsible for lead ownership assignment rules and provide the queue or owner IDs to use for marketing-sourced leads.
• What evidence will confirm revenue mapping is correct (for example sample Closed Won records that include UTM and attribution fields)?
• Are there consent flags, GDPR/CCPA attributes, or unsubscribe markers on CRM records that must prevent sync or attribution? Options: Yes - list provided, No, Unknown

Build Analytics Dashboard Tied to Pipeline

• Identify the CRM pipeline stages that should appear as dashboard KPIs (for example MQL, SQL, Opportunity, Closed Won).
• Provide the BI or dashboard tool endpoint details we should connect (for example instance ID, dataset name, or shared workspace). Options: BI endpoint available, No - need dashboard setup, Partial (exports only)
• Indicate the desired dashboard refresh cadence to reflect pipeline movement (near real-time, hourly, daily). Options: Near real-time, Hourly, Daily, Weekly
• Give three sample dashboard tiles or metrics you require (for example pipeline sourced by channel, MQL-to-opportunity conversion rate).
• Specify recipients for scheduled dashboard reports and the cadence required (for example weekly email to revenue operations).
• State any data retention or access controls required on the dashboard (for example exclude PII fields, limit access to executive viewers). Options: Exclude PII, Role-based access required, Company-wide access, Other

Deploy Multi-Touch Attribution Model

• Select preferred attribution lookback settings for click and view (for example 30-day click, 7-day view). Options: 30-day click / 7-day view, 14-day click / 1-day view, Custom
• Choose the attribution model family you prefer (multi-touch fractional, position-based, last-touch, first-touch, data-driven). Options: Multi-touch (fractional), Position-based, Last-touch, First-touch, Data-driven
• State the number of distinct channel touchpoints the model should consider (for example search, social, email, display). Options: 2-3, 4-5, 6+
• Share sample UTM parameter patterns you use so we can reconcile channel grouping (for example utm_source, utm_medium, utm_campaign).
• Name the owner for ongoing attribution model governance and periodic recalibration.
• Specify any revenue-level attribution rules that must be enforced (for example assign revenue only on Closed Won). Options: Assign on Closed Won only, Assign on Opportunity (with rules), Custom rules

Launch Paid Search Campaigns

• Share whether you can provide paid search account IDs and admin access for campaign setup. Options: Yes - full access, Yes - limited access, No, need account creation
• List the geo-targeting and language settings required for campaigns (for example US only, en-US).
• Name the target count for core campaigns and ad groups in the initial build (for example 3 campaigns, 12 ad groups). Options: 1-5 campaigns, 6-15 campaigns, 16+ campaigns
• Share destination URLs and landing page variants for each campaign to map tracking templates.
• Detail any budget constraints or daily caps you require for the first 90 days. Options: Yes - caps provided, No - flexible budget, Phased ramp requested
• Define the approvers for ad creative and legal review and the required lead times for approvals.

Launch Paid Social Campaigns

• Confirm if paid social account access and any business manager IDs are available to connect. Options: Yes - full access, Yes - limited access, No
• Enumerate the audiences you currently use or plan to target and include audience IDs if available (for example CRM customers, website visitors, lookalikes).
• Select the campaign objectives and conversions to optimize for (for example lead form completes, landing page conversions). Options: Lead form, Landing conversion, Event registration, Other
• Detail creative sizes, image/video assets, and approved copy variants that will be used for each audience.
• Declare frequency caps and pacing preferences for paid social placements during the launch period. Options: Cap impressions per user, No cap, Custom frequency
• Designate the person who will monitor and sign off on early performance experiments and budget shifts.

Deploy Programmatic Display and Retargeting

• Clarify whether programmatic inventory access exists or if a DSP/account needs provisioning and list targeting constraints. Options: DSP access available, Need account provisioning, Use managed service
• Enumerate retargeting pools with membership criteria and minimum audience sizes (for example visited pricing page in last 30 days, 5,000 users).
• Detail creative formats and any third-party tags required for viewability or verification. Options: Standard banners, HTML5, Video, Third-party verification tags
• Recommend frequency and recency windows for retargeting (for example 7-day site visitors, 30-day cart abandoners). Options: 7-day, 14-day, 30-day, Custom
• Are there domains, categories, or placements that must be excluded for brand safety? Options: Yes - list provided, No exclusions
• Declare the expected CPM or budget allocated to programmatic channels for the initial quarter. Options: < $5 CPM, $5-$15 CPM, $15+ CPM, Budget not set

Set Up Email Nurture and Lead Scoring Workflows

• Clarify your marketing automation platform endpoint and the API access level available for building nurture flows. Options: Full API access, Limited access, No access - need setup
• Spell out the lead scoring attributes and point values you use or wish to adopt (for example form fills +10, demo request +50).
• Choose the nurturing tracks to be built and their target cadences (for example new lead daily drip, re-engagement weekly). Options: New lead, Re-engagement, Trial activation, Partner/Channel
• Outline the trigger events and suppression rules for each workflow (for example suppress if converted to MQL within 7 days).
• Define SLA handoff rules for leads moving to sales including expected response times. Options: <1 hour, <24 hours, 48+ hours, Custom
• Clarify whether compliance templates or unsubscribe flows must be used for your region and provide the templates if required. Options: Yes - templates provided, No, Unknown

Optimize Landing Pages and Conversion Flows

• Enumerate CMS or landing builder access and the page templates to optimize, including URLs (for example /pricing, /signup, /demo).
• List the primary conversion paths and micro-conversions you track on landing pages (for example click-to-call, form submit, content download).
• State accepted page performance targets for LCP and other metrics (for example LCP < 2.5s) and mobile thresholds. Options: Provide targets, No specific targets, Need performance audit
• Detail personalization rules or dynamic content tokens in use (for example {{company_name}}, industry segments).
• Define the owner for content changes and the typical review turnaround time for page edits.
• Are there form validation rules or technical controls that could block automation (for example CAPTCHA, server-side validation)? Options: Yes - list provided, No

• Master Services Agreement (MSA)
• Statement of Work (SOW)
• Order Form / Commercial Terms
• Data Processing Agreement (DPA)
• Platform Access & Permissions Authorization
• Attribution Model & Measurement Addendum
• Lead Handoff Service Level Agreement (SLA)
• Mutual Measurement & Performance Commitments
• Change Order Agreement

• Go-live Health Check
• First Measurement Review
• Acceptance Gate, Outcomes Review and Decision
• Quarterly Performance Review

• Produce the quarter-to-date performance snapshot aligned to Solution Scope targets for circulation before the next review.
• Produce a documented acceptance result for each numeric target recorded in Solution Scope.
• If any criterion failed, agree a remediation plan with resolution dates and a verification checkpoint.
• Capture the formal acceptance decision and record the named buying owner who provided the decision.
• Publish the acceptance decision record and the per-criterion pass/fail log.
• Create remediation tickets for any failed criteria with target resolution dates and verification steps.
• Performance versus targets
• Ensure marketing-attributed revenue and cost per pipeline opportunity are tracked and any gaps have clear owners and timelines.
• Drive closure of persistent blockers and approve the prioritized enhancement list for the quarter.
• Confirm the date and scope for the next quarterly review and the evidence to be produced.
• Close top priority blockers or update their remediation plans with new target dates.
• Schedule and scope the approved enhancement work for the upcoming quarter.
• Re-confirm success criteria and owners
• Confirm deployment components are live and data flows are present for the measurement windows to follow.
• Produce a prioritized list of open blockers with remediation actions and target resolution dates.
• Establish the date and data readiness criteria for the first measurement meeting.
• Document deployment validation findings and circulate a remediation tracker with resolution dates.
• Enable required CRM and analytics access for the measurement owner.
• Re-run end-to-end tracking tests and report results before the first measurement meeting.
• Present first-window outcome data
• Confirm whether the marketing-sourced pipeline value and lead-to-opportunity conversion rate are trending toward Solution Scope targets or require remediation.
• Capture a concise list of root causes for any metric shortfalls and agree corrective actions with dates.
• Set the acceptance gate date and the evidence required for the acceptance decision.
• Implement agreed measurement fixes and tagging corrections, with completion date recorded.
• Run the agreed diagnostic experiments and report results by the remediation deadline.
• Produce an updated performance snapshot aligned to the acceptance gate evidence list from Solution Scope.
• Schedule the verification checkpoint to confirm remediation outcomes against Solution Scope targets.
• Restate acceptance criteria and targets
• Deployment and integration validation
• Present outcome data against each criterion
• Open issues and blocker burn-down
• Data and attribution confidence check
• Root cause diagnosis
• Early adoption and usage signals
• Document pass/fail per criterion
• Enhancement request backlog and prioritization
• Agree corrective actions and timeline to acceptance
• Operational handoff and process checks
• Formal acceptance decision and remediation plan
• Blockers and remediation plan