Attribution Finance can reconcile (spend → pipeline → revenue)

Problem

Marketing dashboards didn’t match Finance, definitions drifted across teams, and attribution was disconnected from real pipeline and revenue.

Context & constraints

• Multi-channel spend with regional reporting needs
• Multiple revenue sources (Shopify + Stripe/Chargebee) and long sales cycles
• Finance-led definitions and reconciliations required
• Existing dashboards disagreed across teams

Approach

• Establish a canonical revenue data model and metric definitions (source-controlled, versioned).
• Build validated pipelines with lineage so breakages and changes are visible.
• Align CRM lifecycle stages and campaign taxonomy to how the business actually sells.

What Shipped

• Canonical event/property model across web, ads, CRM, and billing/ecommerce
• Validated pipelines with lineage + definition docs
• Cohort + attribution views tied to lifecycle stages
• Budget accountability views (CAC, payback, pipeline quality)

Operational outcomes

• Spend → pipeline → revenue reconciled against Finance definitions
• Definition drift reduced via versioned metric specs and change control
• Leadership could reallocate budget based on pipeline quality, not vanity metrics
• Faster, repeatable reporting cadence

Governance & Safety

• Change control on tracking + CRM properties
• Data quality checks + alerts
• Access control for sensitive fields