The challenge
The brief was a healthier sales pipeline, not more leads. A programme can generate hundreds of leads and still fail commercially if none of them progress, so reporting had to sit further down the funnel: lead → qualified opportunity → proposal → negotiation → closed revenue.
What we did
- Tracked every opportunity through the client's HubSpot deal dashboard rather than through lead counts.
- Aligned marketing activity to deal progression, not campaign volume.
- Focused reporting on stage movement so stalled opportunities surfaced early.
- Measured success by commercial movement created, not campaigns launched.
The results
- Approximately €463,370 closed within the measured 30 day period.
- 29 active opportunities still in the pipeline.
- 18 at proposal sent, 8 in negotiation and 3 qualified to buy.
- The pipeline held both immediate revenue and future sales opportunity.
- The point of the growth engine is connecting marketing investment to measurable business growth, not impressions for their own sake.