“Marketing and sales have different numbers.”
A lead, opportunity, or conversion is counted differently across systems, teams, or reporting periods.
MEASUREMENT STRATEGY FOR B2B MARKETING
Defend the budget.
Explain the pipeline.
Trust the numbers.
Slavalytics is a marketing measurement and data strategy consultancy for complex B2B organizations. We help you understand why reports disagree, establish shared definitions, and build the foundation for reporting and AI you can rely on.
Explore the measurement auditStart with a focused audit. Leave with the decisions and priorities to move forward.
Industry experience
Built for complex businesses.
Financial servicesFinancial technologyIndustrial manufacturing
THE COMPANY BEHIND THE WORK
Measurement is a business discipline.
We connect it to the data.
Slavalytics brings enterprise marketing analytics experience across financial services, financial technology, and industrial manufacturing to the questions that sit between marketing, sales, and data teams.
Our work connects the business decision to the metric, the metric to its source, and the source to an accountable owner. That gives teams a common basis for explaining performance and evaluating AI-generated answers.
Measurement strategyMetric definitions & governanceReporting & AI readiness
01 — THE CHALLENGE
More dashboards.
Still no agreed answer.
Sound familiar? These are the questions we help marketing leaders, operations teams, and analytics teams work through.
“We can’t explain the attribution.”
Campaign results depend on undocumented rules, incomplete tracking, or assumptions that stakeholders interpret differently.
“We’re adding AI. Is the data ready?”
The tools are moving ahead, but metric definitions, source quality, and ownership have not caught up.
WHY THE FOUNDATION MATTERS
AI still needs
a data strategy.
AI can produce an answer quickly. Your organization still has to decide what the question means, which data to use, and how to check the result.
That is where semantic governance comes in: agreeing on what metrics mean, how they are calculated, who owns them, and how changes are approved.
ILLUSTRATIVE EXAMPLE
What counts as a “conversion”?
- Web analytics
- A completed form
- Marketing automation
- A qualified lead
- CRM
- A new opportunity
Each can be a useful measure. They need distinct names, documented rules, and clear relationships before a dashboard or AI tool can compare them meaningfully.
02 — THE OFFER
Know what to fix.
Know what comes first.
The AI-Ready Marketing Measurement Audit turns a specific reporting challenge into a documented diagnosis and an implementation roadmap. Start with a priority such as campaign-to-pipeline reporting, lead definitions, or readiness for AI-assisted analysis. We agree the systems and questions to review before kickoff.
What we review
- Metrics & definitionsKPIs, calculations, reporting periods, and differences between teams.
- Tracking & data flowsCampaign taxonomy and the connections between web, CRM, advertising, events, and reporting.
- Attribution & reportingCredit assignment, embedded business rules, limitations, and stakeholder interpretation.
- Governance & AI readinessMetric ownership, change control, source traceability, quality checks, and validation of AI-assisted answers.
WHAT YOU TAKE AWAY
A decision-ready assessment
and a 90-day roadmap.
- Measurement architecture assessmentA view of the systems, reporting dependencies, and gaps within the agreed scope.
- Metric & governance gap registerConflicting definitions, undocumented logic, missing owners, and why they matter.
- Tracking & data-flow findingsBreaks and inconsistencies that affect how results are interpreted.
- AI-readiness assessmentWhere definitions and controls support AI-assisted analysis, and where more work is needed.
- Prioritized 90-day roadmapRecommended actions, sequencing, proposed owners, and dependencies for your team or implementation partner.
Strategy and diagnosis, with a defined handoff.
The audit includes an executive readout. Engineering, tracking implementation, dashboard production, and ongoing support are outside the audit scope and require a separate agreement.
03 — HOW IT WORKS
From conflicting numbers
to shared priorities.
A bounded engagement with scheduled conversations, a focused evidence review, and recommendations your team can use.
Agree on the questions.
Confirm the business decisions, systems, stakeholders, deliverables, fee, and timeline. Identify the materials needed before kickoff.
Follow the numbers.
Review selected dashboards, definitions, tracking documentation, and data flows. Work through gaps with marketing, operations, and data stakeholders.
Make the next steps clear.
Walk through the findings in an executive readout and deliver a sequenced 90-day roadmap for the people responsible for implementation.
WHERE CONTEXT MATTERS
Different industries.
Specific measurement questions.
Long sales cycles, multiple decision-makers, and disconnected systems change what meaningful performance looks like. These are examples of the questions an engagement can address.
FINANCIAL SERVICES
Which engagement signals actually matter?
Separate content consumption and event attendance from qualified interest. Define how engagement connects to the right account, audience, and opportunity.
Decision supportedWhere to focus marketing effort across audiences and relationship stages.
FINANCIAL TECHNOLOGY
Are marketing and sales counting the same pipeline?
Reconcile lifecycle stages, campaign influence, and opportunity rules across marketing automation and CRM. Make sourced and influenced pipeline distinct.
Decision supportedHow to explain marketing’s contribution without double-counting pipeline.
INDUSTRIAL MANUFACTURING
Can you compare performance across business units?
Examine how product lines, regions, and distributor channels classify inquiries and opportunities. Identify what can be standardized and what needs local context.
Decision supportedWhich comparisons are fair enough to inform resource allocation.
INSIDE THE DELIVERABLE
Findings your team
can act on.
This fictional excerpt illustrates the level of specificity an audit can provide. It is not a client case study or a claim of measured results.
SLAVALYTICS / MEASUREMENT AUDITILLUSTRATIVE EXCERPT
FINDING 01 · PIPELINE DEFINITIONS
Two reports use “marketing pipeline” to mean different things.
One counts opportunities created from marketing-qualified leads. Another counts any opportunity with a campaign interaction. Comparing the totals makes different questions look like conflicting answers.
Recommended definition to validate with stakeholders
Marketing-sourced pipeline: sum of opportunity amount at creation, counted once per opportunity, where the agreed source rule identifies marketing as the originating source. Cohort by opportunity creation date. Report influenced pipeline separately.
Proposed owner: Revenue Operations, with Marketing Operations and Sales agreement. Document exclusions, currency treatment, and source exceptions before approval.
Agree the rules
Approve source and influence definitions, owners, and edge cases.
Reconcile the reports
Have the implementation team update logic and validate a shared sample of opportunities.
Make it repeatable
Publish definitions and test AI-generated answers against approved reporting logic.
Illustrative recommendations. Actual findings, priorities, owners, and effort depend on the evidence and agreed scope. Roadmap execution is outside the audit.
A PRACTICAL STARTING POINT
Start with a reporting problem
that matters.
The audit is a fit for B2B teams that already have reporting, but need to resolve conflicting numbers or establish a stronger foundation before expanding their use of AI.
Bring a business sponsor, a specific decision, and access to the people and materials behind the reporting. We’ll agree which systems and questions belong in scope.
What to expect before you commit
- A conversation about the reporting challenge and the decision it affects.
- A written scope covering systems, stakeholders, deliverables, and access.
- A fixed project fee and schedule agreed before kickoff.
- An executive readout and roadmap your team or chosen partner can implement.
No ongoing engagement is required. The audit gives you a defined starting point; any follow-on work is scoped separately.
START WITH THE QUESTION YOUR REPORTING CAN’T ANSWER.
Which number is hardest
to explain to leadership?
Send us the reporting question, the systems involved, and the decision it is holding up. We’ll discuss the fit and outline a focused audit with a fixed fee before you commit.
Discuss your measurement challenge stan.shapiro@slavalytics.com
Clear scope.
Useful answers.
Practical next steps.
Useful answers.
Practical next steps.
Fee and timing agreed before kickoff.