Stage clarity first
Before attribution gets complicated, the team needs agreement on what counts as an inquiry, an engaged lead, a conversion move, and a completed revenue event.
Home / Marketing Models
Marketing Systems
The operating logic behind the dashboards.
These pages are meant to answer a simple question: what had to be true in the system for the reporting to matter? The emphasis is on the customer life cycle map, attribution logic, lead quality, routing, and the handoff between marketing signals and downstream business outcomes.
Core Principles
How I think about marketing operations models.
The goal is not to make the diagram look advanced. The goal is to make the funnel easier to trust and easier to act on.
Handoffs matter
Most reporting problems are really handoff problems between marketing, sales, service, and finance systems. That is where the model has to stay honest.
Decision over decoration
If a model does not help with budget, routing, testing, or follow-up decisions, it is probably too complicated for the job it is supposed to do.
Customer Life Cycle Map
The lifecycle the models are built around.
A model becomes useful when it follows the customer all the way from first touch through booking, revenue, repeat behavior, and referral instead of ending at the lead.
First Touch
Channel, campaign, and offer begin the demand path.
SpendCTRCost / lead
Lead Capture
Forms, calls, and response speed start shaping lead quality.
CallsForm rateResponse SLA
Qualified Lead
The system decides whether the lead is real, usable, and worth follow-up.
Lead qualityRoutingCost / lead
Booked Customer
This is where source quality gets confirmed or challenged by the actual conversion goal.
Book rateCost / bookedROAS
Completed Revenue
The revenue event has to connect back to the earlier touches and source data.
RevenueCompletionMargin
Repeat / Referral
The best long-term signal is a customer who comes back and brings another customer with them.
Repeat rateNPSReferral rate
Canonical Stack
The stage-based stack behind the models.
The most useful model pages make the operating stack visible too: where demand is created, where source tracking happens, where routing occurs, where bookings land, and where reporting closes the loop.
Lifecycle-Aligned Stack
One stack that follows the customer journey.
The point of the stack is not just tool coverage. It is making sure every stage of the customer life cycle has a clear system owner and a usable decision metric.
Attract
Google Ads
Meta
Spend, CTR, cost / lead
Measure
GA4
GTM
CallRail
UTMs, source logic, attribution weights
Route
HubSpot
Forms
Email
Lead status, response time, quality
Book
ServiceTitan
Scheduler
Book rate, cost / booked customer, completion
Report
Power BI
Podium
ROAS, repeat rate, NPS, referral rate
Google Ads
GA4
CallRail
HubSpot
ServiceTitan
Power BI
Podium
Stack Health View
The systems should be measurable too.
If tagging, source mapping, booking sync, or reporting freshness are weak, the model will look smarter than the operating layer really is.
Tracking coverage
94%
Pages and campaigns tagged correctly
Call attribution
89%
Calls matched to channel and campaign
Booking sync
91%
Bookings tied back to source data
Dashboard freshness
Daily
Decision layer refreshed on a useful rhythm
Marketing Models
Marketing-focused systems from the portfolio.
Foxit
Lifecycle Trigger Engine
How product, billing, support, and marketing signals were brought into one lifecycle reporting layer.
Website Squirrel
Lead Quality & CAC Model
A simpler view of segmentation, routing, and channel efficiency built around lead quality instead of lead volume.
Netgain
Attribution & Mid-Funnel Model
How stage definitions and attribution views were used to focus testing on the highest-leverage part of the funnel.
Healthicity
Lead Scoring Calculator
An interactive scoring model showing how firmographic and behavioral signals can inform prioritization.