Channel Mix
First-touch and multi-touch views improved channel comparison.
Netgain • 6-product SaaS portfolio
Found the mid-funnel leverage point inside a long buyer journey and turned it into a clearer testing and attribution system.
Netgain had six products, long sales cycles, and roughly 30 touches in a typical journey. The challenge was not getting more activity. It was understanding which stage deserved the most attention and which channels were actually helping opportunities move.
Short version: attribution and stage clarity helped the team focus on the right move, not just more motion.
Customer Lifecycle
Where the growth leverage sat.
The leverage was between demand capture and closed revenue: cleaner stage definitions, better attribution, and a sharper read on the point in the funnel where momentum was being won or lost.
MQL Quality
Lead quality mattered more than raw top-of-funnel volume.
SQL to SAL
This became the North Star stage for testing and prioritization.
Sales Motion
The work improved handoff and funnel velocity inside the sales path.
Expansion
Secondary to the main acquisition and conversion focus.
Advocacy
Not the core KPI for this story.
STAR Method
The case, kept short.
Situation
A long, multi-touch funnel made it easy to measure everything and prioritize nothing.
With six products and a long buying cycle, the team needed a clearer answer to which stage and which channels were really shaping outcomes.
Task
Find the stage that mattered most and create a better decision framework around it.
The job was to make attribution more practical and testing more targeted, not just to publish more funnel charts.
Action
Aligned stage definitions, compared attribution views, and centered the team on one North Star move.
I supported a cleaner view of stage-to-stage transitions, multi-touch influence, and mid-funnel health so the team could focus its testing where movement mattered most.
Result
The middle of the funnel moved faster and got more attention from the right channels.
The work contributed to a 250% lift in the key mid-funnel stage and a 15% lift in qualified leads across the broader portfolio.
Growth Levers Used
The practical moves behind the result.
Stage clarity
- Focused the team on the conversion point with the most leverage.
- Stopped every stage from carrying equal weight in decisions.
Attribution framing
- Compared channel influence more fairly across a long buying path.
- Made testing and budget conversations more grounded.
Testing loop
- Turned funnel visibility into weekly action instead of reporting only.
- Improved the team's ability to scale what was actually helping.
All Raw Data Remains Proprietary