Marketing activity wasn't connected to pipeline. UTM hygiene was inconsistent and lifecycle reporting didn't reconcile across systems.
Designed a UTM and source taxonomy, rebuilt program reporting in Marketo and campaign reporting in Salesforce, and aligned the two on a shared lead-source spine.
Standardized tracking via GTM, instrumented GA4 events, and built executive dashboards showing campaign → MQL → SQL → pipeline visibility.
Marketing-sourced and influenced pipeline became trustworthy and consistently reportable to the executive team and board.
The starting point
The CMO could not confidently say what marketing had sourced last quarter. UTMs were a free-for-all. Two dashboards told two different stories about the same campaign.
The taxonomy
We wrote a one-page UTM and source taxonomy: approved sources, mediums, campaign naming, and forbidden values. The form layer enforces it now.
Field architecture
Original and latest source fields on lead and contact; first-touch URL and timestamp; opportunity inherits the lead-converted-to-contact source spine.
Dashboards that reconcile
One executive dashboard that ties campaign cost, MQL volume, SQL conversion, and pipeline impact. Numbers agree because they come from one source field architecture.
What changed
The marketing leadership meeting now spends time on decisions rather than reconciliation. Pipeline visibility became a habit, not a quarterly fire drill.