Strategy layer · extends “Prove” in the approach
Report one number, with the range behind it.
Every platform claims the sale, and added together they claim more than the company booked. We reconcile credit to finance, show each channel's return as a range, and give leadership one number it can repeat and a read it can allocate against.
Where the value leaks
Three ways it goes missing.
- 01
Every platform claims the sale
Each one counts the conversions it touched, so the same revenue is counted several times over.
- 02
Reports nobody reconciles
Marketing, finance and the platforms each hold a different number, and the meeting is spent deciding which to believe.
- 03
Credit treated as a verdict
First-touch, last-touch and modelled credit disagree. Reporting one as the truth hides how much is actually known.
The leak, shown
Return by channel as a range against a target, and the fuller picture of how three methods credit the same booked revenue.
Return on spend, reconciled to finance · a range, not a verdict
Illustrative$120M B2B manufacturer
Reconciled to finance
$0.00M
Spend
$220K
Blended return
0.0×
Paid search $90K a month
8.0×Paid social $40K a month
6.0×Online video $60K a month
3.3×Display $30K a month
3.5×● reconciled return · ▬ spread across first-touch, last-touch and modelled credit. Added up, the platforms report $1.74M: 138% of what finance booked.
Credit for $1.5M of booked revenue · three methods
Illustrative$120M B2B manufacturer
Paid search
Paid social
Events
Content + organic
What the platforms claim, added up
0%
of the revenue the company booked. The same sale is counted by every platform that touched it.
The one number
$0.00M
Credit modelled, then forced to sum to finance. Shown as a range between last-touch and reconciled, never as a verdict.
How we ensure the value
A baseline, a standing control, and proof.
The same three moves on every engagement, so a gain is a number against a starting point, held by a rule with an owner, and reported whether or not it flatters us.
- 1
Baseline
We reconcile what each platform reports against what finance booked, and make that gap the starting number.
- 2
Standing control
One measurement model, one set of metric definitions and one source of truth, with a named owner. Any change to a definition is logged.
- 3
Proof
Credit is reported as a range, always summing to the finance number, with the method stated, so a board can repeat the figure and an allocator can act on the range.
What you get
What we hand over.
- A unified measurement model and metric dictionary
- Reconciliation of every platform to finance
- Attribution as a range, with the method explained
- An executive view built for decisions, not decoration
- A cadence for reading it and acting on it
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