Netgain ran a 6-product B2B SaaS portfolio with lead cycles from 1 to 18 months. Marketing couldn't explain which channels actually drove qualified pipeline. The fix wasn't more dashboards — it was rebuilding the measurement stack so every click, view, form, and event carried a dollar value, then isolating the mid-funnel events that most strongly predicted conversion ("Moments that Matter") and running testing sprints to drive more leads through them.
Every layer below was built or rebuilt for this engagement. Raw events on the left, executive decisions on the right.
Every stage is dollar-attributable. The "Moments that Matter" gate — the NSM — is the pivot the entire program was tuned toward. The +250% SQL→SAL lift below represents the end-of-tenure rate (20.0%) against the onboarding baseline (8.0%).
Defined as: second product-page revisit + pricing-page touch + sales-collateral download, all within a 14-day window. Cohort analysis showed this sequence is the single strongest predictor of conversion — isolating it, then running sprints to drive more leads through it, produced the 250% mid-funnel lift.
The feedback loop is the whole point. These are the three recurring decision cadences the model fed.
Channel ROAS review every Monday. Dollar-weighted attribution meant PPC contribution could be trusted — and low-intent spend could be reallocated to channels driving more NSM events. Net: 18% lift in PPC contribution without new spend.
Bi-weekly sprints explicitly designed to get more leads to NSM faster: tighter keyword targeting, landing-page relevance, NSM-pointing nurture sequences, near-decision retargeting. Winners scaled, losers sunset, cycle repeats.
High-score leads routed to sales within hours instead of days. SAL velocity improved in lockstep with NSM throughput. Sales productivity +15% as low-quality leads dropped by 50% and quality rose.
NSM throughput tripled. Dollar-weighted attribution reallocated low-intent spend, PPC contribution +18%. Low-quality leads dropped 50%; sales productivity +15%. Combined impact directly influenced $4M+ in pipeline growth in year 2.
This model page shows the attribution and NSM logic. The matching case study turns it into a clean STAR narrative with the business problem, the testing sprint structure, and the quantified 250% mid-funnel result.