Scope of Work: Custom CRM Reporting & Attribution Models

1. Discovery & Audit

• Review client’s existing CRM setup, reporting capabilities, and analytics tools.
• Audit marketing, sales, and support data sources for completeness and accuracy.
• Identify business goals: measure campaign effectiveness, optimize sales performance, track ROI, and enable data-driven decisions.
• Map key metrics, KPIs, and desired reporting outcomes.

2. Strategy & Planning

• Define reporting objectives:
  • Track sales pipeline performance and deal progression
  • Monitor marketing campaigns and lead generation efforts
  • Measure customer lifecycle metrics (retention, churn, lifetime value)
• Define attribution modeling goals:
  • Determine impact of various marketing and sales touchpoints on conversions
  • Identify high-performing channels, campaigns, and strategies
• Establish KPIs and benchmarks for performance measurement.

3. Data Integration & Mapping

• Integrate CRM with marketing automation, analytics, e-commerce, and other relevant systems.
• Map all relevant touchpoints and interactions to CRM records.
• Standardize data formats, naming conventions, and fields for consistent reporting.
• Ensure data accuracy and completeness for attribution analysis.

4. Custom Reporting Design

• Design dashboards and reports tailored to business needs:
  • Sales pipeline and deal stage reports
  • Lead source and campaign performance
  • Customer engagement, retention, and lifecycle metrics
• Implement advanced visualizations for executive, sales, marketing, and operations teams.
• Enable real-time, scheduled, or on-demand report generation.

5. Attribution Model Development

• Select or develop appropriate attribution models:
  • First-touch, last-touch, multi-touch, time-decay, or custom weighted models
• Map customer journeys and touchpoints for accurate attribution.
• Assign revenue, conversions, or engagement metrics to appropriate channels and interactions.
• Validate model accuracy using historical data.

6. Workflow & Automation

• Automate reporting workflows:
  • Scheduled dashboard updates and report distribution
  • Trigger alerts for key metrics or anomalies
  • Integration with CRM for automatic updates of attribution insights
• Enable segmentation and filtering based on campaign, channel, region, or customer type.

7. Testing & QA

• Validate accuracy of all reports and dashboards.
• Test attribution models against historical and live data for consistency.
• Ensure integration with CRM and other systems is seamless.
• Confirm proper access, permissions, and security for reporting tools.

8. Optimization

• Refine reports and attribution models based on user feedback and performance insights.
• Implement A/B testing to validate model assumptions and adjustments.
• Continuously improve data capture, workflow automation, and reporting efficiency.
• Align insights with marketing, sales, and business strategy for better decision-making.

9. Ongoing Monitoring & Support

• Monitor reporting systems and attribution model performance.
• Update dashboards, models, and integrations as business needs evolve.
• Provide training and documentation for sales, marketing, and analytics teams.
• Conduct periodic audits to ensure data accuracy, relevance, and compliance.

Value Delivered

• Custom reports and dashboards providing actionable insights across marketing, sales, and operations.
• Accurate attribution of revenue and engagement to key touchpoints and campaigns.
• Enhanced decision-making based on data-driven insights.
• Automated reporting and attribution workflows reducing manual effort.
• Scalable framework for evolving business needs, campaigns, and customer journeys.