Six channels, one number, and a CMO who could finally defend the budget
Meridian was spending $240k a quarter across six channels with no line between spend and closed revenue.
Results
The challenge
Meridian's reporting attributed 19% of closed deals to a channel. The rest were 'direct' or unknown, so budget decisions were made by whoever argued most persuasively in the quarterly review. Two channels were later found to be almost entirely worthless.
What we did
Rebuilt measurement first: server-side GA4, consent-aware tagging and a Salesforce integration that carried source through to closed-won.
Published 34 pieces mapped to mid-funnel search intent — the questions buyers ask a month before they request a demo, not the high-volume terms that look good in a report.
Cut two underperforming channels entirely once attribution made their contribution visible, and moved the budget into search and LinkedIn.
Ran a structured CRO programme on the four pages carrying the most qualified traffic, lifting demo-request rate from 1.9% to 4.4%.
The outcome
Attribution coverage moved from 19% to 81% of closed deals. Blended cost per opportunity fell 44% on a smaller total budget, and $3.1M in new pipeline was traceable to a specific channel and page.
“For the first time I can tell the board which channel produced which deal, and I can prove it.”
- GA4
- Segment
- Salesforce
- Google Ads
- LinkedIn Ads
- Looker Studio