Strengthening Funnel Visibility for Global SaaS and Enterprise Accounts
In this role, I directed marketing strategy and performance initiatives across global SaaS, B2B, B2C and enterprise accounts, focused on closing the visibility gap between marketing activity and actual funnel performance.
Global SaaS, B2B, B2C and enterprise client accounts
Focus areas: CRM optimization, analytics clarity, lead attribution accuracy
Directed GTM for multi-vertical client base
Goals
Improve funnel visibility across SaaS, B2B, and enterprise client accounts
Strengthen CRM and analytics optimization to clarify reporting
Improve lead attribution accuracy across the funnel
My Leadership & Role
Strategy & Performance
Directed marketing strategy and performance initiatives across a global SaaS, B2B, B2C and enterprise client base
Systems & Attribution
Strengthened funnel visibility through CRM and analytics optimization
Improved reporting clarity and lead attribution accuracy across accounts
What I Did
1. Audited Funnel and Attribution Gaps
Reviewed CRM and analytics setups across accounts to find where attribution was breaking down
2. Rebuilt Reporting for Clarity
Optimized CRM and analytics configuration to close visibility gaps
Delivered clearer reporting that connected marketing activity to funnel outcomes
Results & Impact
Improved lead attribution accuracy across multiple enterprise accounts.
Strengthened funnel visibility where reporting had previously been unclear.
Key Insights
"You can't optimize what you can't see. Most growth problems are actually visibility problems."
Attribution issues usually hide in the handoff between platforms, not inside any one platform
Enterprise accounts need the same rigor as small ones, just applied at a bigger scale
