Case study
Growing qualified pipeline with clearer channel data.
An analytics and strategy engagement for a logistics services company that needed to know which channels actually created deals.
- Client
- Orbit Logistics
- Industry
- B2B services
- Service
- Consulting + Google Ads
- Engagement
- 6 months
Performance snapshot
Qualified pipeline
+45%
Sales cycle
-18%
Pipeline trend
+45%
Qualified pipeline
More qualified pipeline after refocusing budget.
-18%
Sales cycle
Shorter time from first contact to deal.
2
Core channels
Channels kept after cutting low performers.
The challenge
Orbit invested in many channels at once but could not connect any of them to closed deals. Sales and marketing used different numbers, and the budget was spread thinly.
- Leads could not be traced back to a channel.
- Sales and marketing reported different results.
- Budget was spread across seven channels.
- The sales cycle was long and unpredictable.
What we did
- 01
Connect CRM and tracking
Linked every lead to its source so deals could be traced to channels.
- 02
Compare channel results
Measured each channel on qualified pipeline, not clicks or leads.
- 03
Refocus budget
Cut weak channels and invested in the two that produced most deals.
- 04
Review monthly
Set up a monthly review shared by sales and marketing.
Results
Key metrics before and after
Indexed comparison, before = start of engagement
Qualified pipeline
Sales cycle
Pipeline contribution over 6 months
Normalized index, month 1 = 100
Client testimonial
“Once we could see where deals came from, the budget decisions were obvious.”
Clear data turned a scattered marketing plan into a focused one that sales trusted.
Arjun Rao
Head of Sales · Orbit Logistics
