Establish identifiers and ownership
Decide how an enquiry, contact and opportunity relate to one another. Record the source information the business can legitimately retain. Keep a clear source of truth for customer and revenue status.
Marketing overview dashboard
Connect channel activity, enquiry quality and spend in one reporting view.
Map the lifecycle
Define qualification, opportunity creation, won business and adjustments such as refunds. Check how repeat customers and multiple enquiries are handled. A simple agreed model is more useful than a complex report built on inconsistent stages.
Report confidence and gaps
Explain unmatched records, offline sources and missing consent-dependent data. Compare channels using consistent assumptions. Treat attribution as evidence for decisions rather than proof that one touchpoint alone caused a purchase.
Put the guidance to work
Capture your starting point, assign an owner to the next action, and decide what evidence will confirm that it worked.
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