A $500M engineering and inspection services company in the electric utility industry grappled with how to scale marketing-driven revenue. Their marketing team produced content, ran ads in industry trade publications, and attended tradeshows, but leadership kept asking:

"Which of these efforts are actually driving revenue? What is Marketing actually contributing to our bottom line?"

Marketing generated leads and passed them to Sales, but there was no attribution model, no defined lead funnel, and no consistent tracking procedures. As a result, qualified leads slipped through the cracks, and executives had no data to prove Marketing’s impact.

The company needed help streamlining their marketing operations. Nathan Lee, now Principal Consultant at Marnovus Consulting, began by implementing strict lead tracking procedures and clear source definitions so every lead could be traced back to a marketing channel and even specific campaigns.

Next, he partnered with Sales to define lead stages and illustrate how those stages create a measurable funnel leading to closed revenue. Together, they developed a Service Level Agreement (SLA) outlining how and when leads would be followed up, ensuring Marketing and Sales stayed aligned and accountable.

Automated workflows were built to alert reps when leads went untouched, and a comprehensive dashboard visualized every stage of the pipeline — from first contact to won revenue. For the first time, executives could see how Marketing influenced deals throughout the funnel.

This pipeline visibility, and the closer alignment between Marketing and Sales, changed everything. Leads that had once slipped through the cracks were now part of a seamless, trackable funnel. The new analytics revealed that tradeshows and in-person seminars were outperforming many digital and print campaigns. Leadership reallocated spend, doubled down on high-performing channels, and started planning campaigns with clear ROI goals.

Within two years, marketing-sourced pipeline grew more than 4x, and won revenue increased 3.5x, achieving a 10x return on marketing investment.

More importantly, Marketing earned a seat at the leadership table. Executives can now use data-driven analytics to justify budgets, allocate spend strategically, and demonstrate Marketing’s value to the Board.

The Result: The marketing operations transformation drove measurable revenue growth and turned Marketing into a strategic revenue function.

A $500M engineering and inspection services company in the electric utility industry grappled with how to scale marketing-driven revenue. Their marketing team produced content, ran ads in industry trade publications, and attended tradeshows, but leadership kept asking:

"Which of these efforts are actually driving revenue? What is Marketing actually contributing to our bottom line?"

Marketing generated leads and passed them to Sales, but there was no attribution model, no defined lead funnel, and no consistent tracking procedures. As a result, qualified leads slipped through the cracks, and executives had no data to prove Marketing’s impact.

The company needed help streamlining their marketing operations. Nathan Lee, now Principal Consultant at Marnovus Consulting, began by implementing strict lead tracking procedures and clear source definitions so every lead could be traced back to a marketing channel and even specific campaigns.

Next, he partnered with Sales to define lead stages and illustrate how those stages create a measurable funnel leading to closed revenue. Together, they developed a Service Level Agreement (SLA) outlining how and when leads would be followed up, ensuring Marketing and Sales stayed aligned and accountable.

Automated workflows were built to alert reps when leads went untouched, and a comprehensive dashboard visualized every stage of the pipeline — from first contact to won revenue. For the first time, executives could see how Marketing influenced deals throughout the funnel.

This pipeline visibility, and the closer alignment between Marketing and Sales, changed everything. Leads that had once slipped through the cracks were now part of a seamless, trackable funnel. The new analytics revealed that tradeshows and in-person seminars were outperforming many digital and print campaigns. Leadership reallocated spend, doubled down on high-performing channels, and started planning campaigns with clear ROI goals.

Within two years, marketing-sourced pipeline grew more than 4x, and won revenue increased 3.5x, achieving a 10x return on marketing investment.

More importantly, Marketing earned a seat at the leadership table. Executives can now use data-driven analytics to justify budgets, allocate spend strategically, and demonstrate Marketing’s value to the Board.

The Result: The marketing operations transformation drove measurable revenue growth and turned Marketing into a strategic revenue function.