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Marketing automation that attributes to the ledger

Every marketing platform reports on pipeline. Almost none can tell you which campaign produced revenue that was actually invoiced and collected — because the campaign and the invoice live in different systems. Ours do not.

See attribution end to endHow it connects to CRM
Triggertool completedWait2 daysScore> 60?yesnoRoute to salescreates a CRM dealNurture sequence5 emails, 3 weeksAttributed to closed revenuejourney · scored on data from the ledger, not a separate CRM
Attribution to collected cashSuppression aware of AR statusWorks alongside HubSpot or Marketo
What it doesAttributionKeeping your stackQuestions

What it does

The parts a growing company actually runs.

Journeys, scoring, email, forms, and attribution. Not a replacement for an enterprise marketing cloud — a working system for a team of two to ten marketers who need to prove what worked.

Visual journeys

Triggers, waits, conditions, and branches on a canvas. Every step is versioned, and you can see how many contacts are standing at each node right now.

Scoring that uses real data

Score on firmographics and behaviour like anyone else — and also on whether the account has an open balance, a renewal in ninety days, or a stalled project.

Email and sequences

Templates, personalisation from the business graph, send-time controls, and suppression rules that respect an active collections action.

Forms, tools and landing pages

The calculators and assessments that carry this category. Results are captured as structured attributes, not as a blob in a notes field.

Attribution to the ledger

First touch, last touch, and multi-touch resolving to posted revenue and cash collected, because the invoice and the campaign share a data model.

Agent-drafted campaigns

The agent proposes segments, copy, and timing from what has actually converted for you. It drafts; a marketer approves. It never sends on its own.

The attribution problem, stated honestly

Marketing platforms report on what they can see, and what they can see ends at the CRM boundary. A campaign gets credit for an opportunity. Whether that opportunity became a signed contract, whether the contract was invoiced at the value in the CRM, and whether the invoice was ever paid — those facts live in the accounting system, on the other side of a nightly sync.

The result is a reporting layer that is directionally useful and financially unreliable. Marketing reports $2.4M of sourced pipeline. Finance reports $1.7M of recognised revenue. Nobody can reconcile the two without a manual exercise, so the argument about budget gets settled by seniority rather than evidence.

Because a campaign, a contact, an account, a contract, an invoice, and a payment are all objects on the same graph here, attribution can follow the chain to the end:

  • Sourced pipeline — the conventional number, still reported.
  • Booked revenue — contracts signed, at contract value rather than opportunity value.
  • Recognised revenue — after ASC 606 schedules, which is what the P&L actually shows.
  • Collected cash — net of what was never paid, which is the only number a CFO fully trusts.

That last line is uncomfortable and it is the point. A channel that sources plenty of pipeline and produces customers who pay late, or do not pay, is a channel you are overfunding — and no marketing platform that stops at the CRM will ever tell you that.

Reporting on sourced pipeline is reporting on intent. Reporting on collected cash is reporting on outcomes.

Suppression that knows what finance is doing

A small thing that matters more than it should. Because the marketing system can see AR status, it will not send an upsell campaign to an account that received a final demand notice yesterday, and it will not run a win-back sequence at a customer whose implementation is currently escalated. Those are the sends that cost you accounts, and every company with separate systems has made them.

If you already run HubSpot or Marketo

Keep them. They are mature products with real depth, and a team that knows one well should not be asked to relearn a younger tool for architectural elegance.

What we do instead is read your marketing platform into the business graph and add the half of attribution it structurally cannot see — the invoice, the recognition schedule, and the payment. You keep the campaign builder your team uses and gain a revenue report your CFO will sign off on. That is the common configuration, and it is the one we recommend to most companies over $25M.

What we deliberately do not build

Ad-network bidding, programmatic media buying, social publishing and listening, SEO tooling, and enterprise content management. Those are separate disciplines with strong specialist tools, and we connect to them rather than imitating them badly.

Questions

What people ask first.

Do we have to drop HubSpot?
No, and for most companies above $25M we recommend keeping it. We read it into the graph and supply the attribution it cannot see on its own. Companies running campaigns out of a mix of spreadsheets and a basic email tool are the ones who tend to adopt ours outright.
How is attribution actually calculated?
Touchpoints are recorded against the contact and account. When an invoice posts and a payment clears, the revenue is walked back along the account’s touch history under the model you select — first touch, last touch, linear, or position-based. The method is disclosed on every report, because an attribution number without a stated model is not a number.
Can the agent send emails on its own?
No. Campaign sending is a Level 1 action by default: the agent drafts segments, copy, and timing, and a marketer approves before anything leaves. Outbound communication that reaches customers is not something we auto-execute.
Does this handle email deliverability?
We manage authentication, warm-up, suppression, and bounce handling. For very high volume sending we integrate with a dedicated ESP rather than competing with one.
What about GDPR and consent?
Consent state, source, and timestamp are first-class fields on the contact, and suppression honours them across every send path including agent-drafted campaigns. Data handling is covered in the trust centre.

Find out which channel actually got paid.

We will rebuild your last twelve months of attribution against invoiced and collected revenue, using your own data.

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