Dashboards that disagreed with each other were hiding the channels actually driving profit. We rebuilt the measurement, killed the spend that only looked good on last-click, and cut blended CAC by a third — without touching topline growth.
Home/Work/Northbeam Logistics Cloud
FLAGSHIP CASE // B2B SAAS · FREIGHT ORCHESTRATION
From blind spend to a defensible revenue engine.
A Series B logistics-software company was scaling spend across six channels with no idea which dollar moved revenue. Three years of accreted tracking had left their dashboards arguing with each other. Manara charted the true picture, rebuilt attribution into one source of truth, and re-pointed the beam at the segments that actually closed.
+0%qualified pipeline in 4 months
−0%blended CAC, same period
0%paid pipeline growth in a quarter
<2%opps now tagged 'unknown' (from ~40%)
// THE CHALLENGE
They were sure they had a spend problem.
Northbeam had product-market fit and a fresh round, so the mandate was simple: scale acquisition. The instruments said otherwise. Six channels — paid search, paid social, programmatic, content, ABM, and events — each reported its own version of success, and the numbers never reconciled. Last-click attribution handed credit to whatever brand-search ad closed the loop, so the demand-generation work that actually started deals looked worthless and kept getting cut. Three CRM migrations had left lead-source data broken; roughly 40% of opportunities entered the pipeline tagged 'unknown.' The team wasn't short on data. They were lost in it — burning budget on a heading they couldn't read.
// THE STRATEGY
Fix the compass before touching the throttle.
The bearing was clear: replace last-click guesswork with a calibrated, multi-touch read on what truly drives revenue, then reallocate spend toward the segments that compound — not the ones that merely capture demand someone else created. Concretely: one source of truth wiring spend to pipeline to closed revenue; a definition of 'qualified' that sales and marketing both signed; and a creative-and-channel mix re-pointed at the two highest-LTV ICPs instead of broad, cheap traffic inflating vanity dashboards. The promise was deliberately unglamorous — before we scale anything, we make your numbers legible enough to defend in front of your board.
// THE EXECUTION
Chart → Build → Illuminate → Scale
Chart — read the true position Weeks 1–3
A full audit of data, channels, stack, and market. We traced every tracking call, reconciled the six platforms against the CRM and warehouse, and exposed the 40% 'unknown' lead-source gap. We interviewed sales to define a shared MQL/SQL standard, and mapped the real buying journey for both ICPs — delivering one calibrated baseline of Northbeam's actual position.
Build — engineer the instrument Weeks 3–7
We rebuilt attribution from the ground up: a clean event taxonomy via the CDP, server-side tracking to survive cookie loss, and a multi-touch model wired through to closed-won in the warehouse. Broken integrations across three CRM eras were consolidated into one source of truth, with predictive lead scoring surfacing the highest-intent accounts first. Nothing went live blind.
Illuminate — turn the beam on Weeks 6–10
With measurement trustworthy, we lit the campaigns. Spend was re-pointed toward the two high-LTV ICPs, full-funnel paid search and social were rebuilt around the new qualified-lead definition, and conversion-led creative replaced generic demo asks with segment-specific proof. Marketing-to-revenue dashboards went live for the whole team — the numbers finally told the truth, in real time.
Scale — push the light further Weeks 10–16
With a proven baseline, we doubled down on what compounded and cut what didn't. Programmatic and low-intent prospecting the new model exposed as non-incremental were reallocated to ABM and high-intent search. A disciplined experimentation cadence lifted downstream conversion, and incrementality testing kept every scaling decision honest.
"We came in convinced we had a spend problem. Manara proved we had a measurement problem. They rebuilt our attribution from the ground up, and for the first time we could see which dollar actually drove revenue — then point the budget at it. Qualified pipeline grew 127% in four months, blended CAC dropped by a third, and I finally walk into the board meeting with numbers I can defend." Director of Growth · Series B freight-orchestration SaaS · 140 employees
// MORE SIGNALS
Other courses we've charted
Three years of CRM migrations had left lead data in pieces. We untangled the stack like engineers, wired every channel into one source of truth, and handed RevOps a system the whole team could finally steer.
A re-pointed beam: we redefined 'qualified' with sales, re-engineered paid search and social around it, and grew paid pipeline 94% in a single quarter — proof that compounds, not vanity reach.
// YOUR TURN
Find your true bearing — before you spend another quarter blind.
Start with a free growth-system audit. We'll read your current signal, show you exactly where the noise is costing you pipeline, and plot the first leg of a course toward measurable, defensible growth. No obligation to sail with us.
Set your course