Quick Snapshot: Where Things Stand Today

• To get started, what is your role and primary responsibility for pipeline growth? Options: VP Marketing, Head of Demand Gen, CMO, Growth Lead, Revenue Operations, Other
• Which channels currently drive the majority of your leads? Options: Paid Search (Google/Bing), Paid Social (LinkedIn/Facebook/X/TikTok), Organic Search (SEO), Email/Nurture, Programmatic/Display, Events/Webinars, Partners/Referrals, Other
• Roughly how many full-time people own digital acquisition day-to-day? Options: 1–2, 3–5, 6–10, 11–20, 20+
• What monthly digital ad budget range are you working with today? Options: <$10k, $10k–$50k, $50k–$150k, $150k–$500k, $500k+
• When you look at pipeline performance this quarter, what’s the single thing you most wish changed?
• Which CRM and primary analytics tools are live in your stack today? Options: Salesforce, HubSpot, Microsoft Dynamics, Pardot/Marketing Cloud, GA4, Looker/Looker Studio, Mixpanel/Amplitude, Other

If Your CEO Asked for More Pipeline Tomorrow, What Would You Say?

• How urgent is the mandate to grow digital pipeline—what happens if targets aren’t hit next quarter? Options: Immediate risk (restructuring/pressure), High priority but manageable, Medium priority, Low priority
• Where do you feel the most pressure—volume of leads, quality of leads, conversion to pipeline, or defending budget? Options: Lead volume, Lead quality, Sales conversion to pipeline, Measuring ROI / defending budget, Other
• Tell me about a recent quarter where digital under-delivered—what specifically fell short and why do you think it happened?
• Which outcomes would reduce that pressure fastest—more MQLs, higher SQL rate, faster sales follow-up, or clearer attribution? Options: More MQLs, Higher SQL rate, Faster sales follow-up, Clearer attribution, Higher average deal size
• How would missing these targets affect your ability to secure marketing budgets for the rest of the year? Options: Significantly reduce budget, Delay or conditional budget, Limited impact, No impact / unsure

Who Really Decides (and Who Ghosts the Process)?

• Where decisions break down today—who signs off on strategy, budget, and attribution and who often doesn’t show up? Options: CEO/Founder, VP Marketing/CMO, Head of Demand Gen, Head of RevOps, Sales leader/CSO, Finance/FP&A, Other
• Which approvals are required before we can change tracking, access CRM, or run A/B tests? Options: Legal/Privacy, IT/Security, RevOps/CRM Admin, Finance, Sales Leadership, None / quick sign-off
• How clearly are roles defined for lead ownership—who is responsible for lead routing, qualification, and SLA adherence? Options: Clearly defined and followed, Defined but inconsistently followed, Vague responsibilities, No formal lead ownership
• Describe the cadence and nature of handoffs between marketing and sales when new leads arrive—are there missed steps or expectations?
• What would help most to fix breakdowns—faster SLAs, better lead-scoring, shared dashboards, or joint playbooks? Options: Faster SLAs, Improved lead scoring, Shared dashboards, Joint playbooks and training, Other

Where Your Data Lets You Down

• How confident would you be defending your digital budget with current attribution and reporting in a board meeting? Options: Very confident, Somewhat confident, Unsure, Not confident at all
• What parts of your data flow feel most fragile—tracking, CRM hygiene, platform-level attribution, or cross-channel measurement? Options: Tracking (tags/events), CRM hygiene / dedup, Platform attribution (ad platforms), Cross-channel dedup/attribution, Data warehouse / connectors, Other
• Where have you identified gaps or blind spots—paid vs. organic, multi-touch paths, offline conversion, or partner-sourced leads? Options: Multi-touch paths, Paid vs organic, Offline conversions, Partner/referral sourcing, Attribution for account-based journeys, Other
• Can you describe a specific example where your analytics told a different story than your platforms (e.g., CRM vs GA4 vs ad platforms)?
• Which data access constraints would slow initial work—no CRM API access, blocked ad accounts, or limited analytics permissions? Options: No CRM API access, Limited analytics permissions, Blocked ad accounts, Legal/privacy constraints, None of the above

What Success Would Actually Look Like — Not Vanity Metrics

• If revenue were the only KPI that mattered, how would your acquisition strategy change this quarter?
• What are your concrete pipeline and revenue targets for the next 6–12 months? Options: % increase in pipeline, Targeted number of SQLs, New revenue $ amount, ARR or MRR target, Prefer not to share here
• Which success signals would convince you our work is on track—lead-to-opportunity rate, pipeline velocity, CAC:LTV, or closed-won attribution? Options: Lead-to-opportunity rate, Pipeline velocity, CAC : LTV, Closed-won attribution to channels, Increase in average deal size
• What budget constraints or reallocation rules would limit execution (e.g., 30-day spend caps, testing-only dollars, or campaign freeze windows)? Options: 30-day spend caps, Testing-only budget, Quarterly freeze windows, No constraints, Other
• How important is it that any agency is measured and paid against revenue or pipeline outcomes rather than impressions/clicks? Options: Essential, Preferred but flexible, Neutral, Not required

What's Been Tried — And What's Still Taboo

• What failed attempts or frustrating agency experiences do you still think about—and why did they leave a bad taste?
• Which agency behaviors have eroded trust—overpromising, opaque reporting, frequent team changes, or pushing higher fees? Options: Overpromising results, Opaque reporting, Frequent team changes, Recommendation conflicts (fee-driven), Slow execution
• What technical changes have you avoided because they felt risky—switching attribution models, server-side tracking, or giving vendor API access? Options: Switching attribution models, Server-side tracking, Granting vendor API access, Changing lead routing, None / open to all
• Which proof points (case studies, data models, references) would most reduce your hesitation to try a new partner? Options: Verified revenue case studies, Detailed attribution methodology, RevOps and analytics references, Team bios/seniority, Pilot results
• How do you prefer to validate an agency—short pilot, guaranteed KPIs, or extended reference checks? Options: Short pilot (4–8 weeks), Guaranteed KPIs, Extended references / onsite reviews, Combination

Imagine This Is Fixed — How Would Day One Feel?

• If attribution, pipelines, and execution were aligned tomorrow, what would your first-week wins look like?
• Who on your team would be most excited and who would be most skeptical about that change? Options: Marketing leadership, Demand Gen team, RevOps, Sales leadership, Finance, Other
• What reporting cadence and format would make you feel comfortable—daily dashboards, weekly highlights, or monthly strategic reviews? Options: Daily dashboards, Weekly highlights, Monthly strategic reviews, Ad-hoc deep dives
• What SLAs or response times would you want for lead handoff and campaign adjustments (e.g., 1 hour, 24 hours, 3 days)? Options: 1 hour, 4 hours, 24 hours, 48–72 hours, Other
• Who needs read-only access versus edit access to dashboards and ad platforms for alignment? Options: Marketing leadership (edit), Demand Gen team (edit), Sales (read-only), RevOps (edit), Finance (read-only), Other

Small Tests, Big Proof: What's a Minimal First Win?

• What’s the smallest, fastest test you’d accept to prove we can move meaningful pipeline—1 channel audit, a tracking fix, or a pilot campaign? Options: Channel audit, Attribution tracking fix, Pilot campaign (one channel), Landing page experiment, Lead routing + SLA test
• How soon can you provide the access we’d need for a pilot (CRM, ad accounts, GA4, staging site)? Options: Immediately, Within 1 week, 2–4 weeks, Longer / need approvals
• Which success criteria would make the pilot a clear pass—X% lift in SQL rate, measurable revenue influenced, or validated attribution model? Options: X% lift in SQL rate, Measured revenue influenced, Validated multi-touch attribution, Faster sales follow-up / SLA adherence
• What internal barriers might slow a pilot—procurement, legal/privacy review, or sales buy-in? Options: Procurement, Legal / privacy, Sales buy-in, IT / security, None
• If we proposed a 6–8 week discovery + pilot, who would we need to involve and what would success look like to them?

Quick Intro: Where We Start

• Who on your team currently owns channel strategy, analytics, and attribution? Options: VP Marketing, Head of Demand Gen, RevOps/Director of Ops, In-house Data/Analytics Lead, External Agency, No clear owner / rotating
• Which single business metric are you under the most pressure to improve this quarter? Options: Pipeline value, SQL volume, Conversion rate, Customer acquisition cost (CAC), Return on ad spend (ROAS), Other
• In one sentence, what about your current measurement or channel mix keeps you up at night?
• How confident are you that your current reporting ties marketing spend to revenue in a way you can defend at the executive level? Options: Completely confident, Mostly confident with caveats, Not confident — gaps exist, We currently cannot tie spend to revenue
• Which stakeholders need to sign off on a change to attribution or data-sharing (name roles)?

The Map of Your Current Tech & Channels

• Which parts of your tech stack are failing to speak to each other when it matters? Options: Ad platforms ↔ CRM, Analytics ↔ Data Warehouse, Landing pages ↔ Analytics, Marketing automation ↔ CRM, CDP ↔ Ad platforms, None / unclear
• Which channels are you actively investing in today? Options: Paid Search (Search Ads), Paid Social (Meta, LinkedIn, X), Programmatic Display/CTV, Email/Marketing Automation, Organic Search (SEO), Affiliate/Partners, Other
• List the main tools and platforms in your stack (analytics, CRM, ad accounts, CDP, tag manager, warehouse).
• How are touchpoints currently stitched—do you use a unified ID, email-only matching, session-based joins, or something else? Options: Unified customer ID across systems, Email-based stitching only, Session / cookie joins, Probabilistic matching, Not stitched / inconsistent
• How long is data retained in your analytics and warehouse (select closest)? Options: Less than 3 months, 3–12 months, 1–3 years, Indefinitely, Unsure

Where Things Break When Pressure Comes

• When quarterly targets are missed, which report or channel do you instinctively blame—and why might that reflex be misleading? Options: Paid search, Paid social, Programmatic, Email / automation, Landing pages / CRO, Other
• How often do you see conflicting performance signals between platforms (e.g., platform-reported conversions vs CRM)? Options: Weekly, Monthly, Quarterly, Rarely, Never/Unsure
• Give a recent example where attribution or reporting disagreement changed a budget or campaign decision—and what the downstream impact was.
• What SLA exists for marketing lead handoff and sales follow-up (time to contact)? Options: < 1 hour, 1–4 hours, 4–24 hours, 24–72 hours, >72 hours / none
• How does your team feel when review meetings surface conflicting numbers—frustrated, defensive, confused, or pragmatic? Options: Frustrated, Defensive, Confused, Pragmatic / solution-oriented, Other

What You've Tried and Why It Didn't Stick

• Which past in-house attempts at fixing measurement feel like they treated symptoms, not the root cause? Options: Re-tagging site without infra changes, Ad-hoc spreadsheet joins, Short-term attribution tweaks, Hiring a single analyst without process changes, Switching agencies without data access
• Which agency or internal fixes have produced the clearest, verifiable lift for you (describe the project and result)?
• What was the primary reason those attempts failed to scale or become permanent? Options: Lack of cross-team ownership, Insufficient access to CRM/data, Too focused on clicks/vanity metrics, Poor documentation / knowledge transfer, Budget or hiring constraints, Other
• How much time and budget (approximate) has been spent on measurement fixes in the last 12 months? Options: < $25k / < 3 months, $25k–$100k / 3–6 months, $100k–$300k / 6–12 months, >$300k / multi-year, Unsure
• If a fix required sales or RevOps changes, how open were those teams to adopting new workflows historically? Options: Very open, Somewhat open, Resistant, Not engaged

The Blind Spots Nobody Talks About

• Which attribution blind spot would be most damaging if exposed in a board or CEO review? Options: Offline / phone conversions not attributed, Cross-device journeys ignored, View-through / assisted conversions missing, CRM duplicates / mismatched records, Last-touch bias overstating channels, Other
• Which of these blind spots exist in your current setup (select all that apply)? Options: Cross-device linking, Server-side tracking, Offline conversion import, Ad platform click measurement mismatch, Duplicate/incorrect CRM records, None / unsure
• Can you estimate the monthly pipeline or revenue potentially affected by those blind spots (ballpark)? Options: < $10k, $10k–$50k, $50k–$250k, $250k–$1M, >$1M, Unsure
• Tell us about one case where a blind spot led to a wrong decision—what changed when it was discovered?
• How does your leadership typically react to measurement uncertainty—do they pause budgets, demand immediate fixes, or accept some ambiguity? Options: Pause budgets, Demand immediate fixes, Reallocate cautiously, Accept ambiguity for now, Other

Data: What You Can Really Trust

• If you had to bet the business on a single data source as the truth today, which would you pick and why? Options: CRM (opportunities/won revenue), Analytics platform (sessions/events), Ad platform conversions, Data warehouse (aggregated joins), CDP/first-party identity, None are trustworthy
• How complete is the CRM data for marketing-sourced leads—are key fields consistently populated (email, lead source, campaign, MQL reason)? Options: Nearly complete, Mostly complete with gaps, Patchy / inconsistent, Rarely populated, Unsure
• What percentage of leads can you currently match to an identifiable marketing touch (approx)? Options: > 90%, 70–90%, 50–70%, 25–50%, < 25%, Unsure
• Which data access constraints would block a proper end-to-end attribution audit? Options: No CRM access, No ad platform access, No raw analytics or event logs, GDPR/consent limitations, No staging environment, None of the above / full access
• How quickly could you provide the minimum data set we typically need (ad accounts, CRM exports, GA/Analytics, server logs)? Options: < 1 week, 1–2 weeks, 2–4 weeks, > 4 weeks, Not possible currently

If We Built the Ideal Measurement Map

• Imagine every channel, landing page, and your CRM reported the same customer journey—what decisions would you make differently next quarter?
• Which three KPIs would you prioritize if measurement was fully reliable (choose up to three)? Options: Pipeline sourced, MQL → SQL conversion, Cost per pipeline, LTV : CAC, Win rate by channel, Multi-touch influence value
• What minimum improvement in pipeline or CAC would justify investing in a full attribution rebuild for your team? Options: 5–10%, 10–20%, 20–50%, >50%, Not sure / depends on timeframe
• How quickly would you expect to see measurable impact after an attribution and data-infra overhaul? Options: 4–8 weeks, 2–3 months, 3–6 months, 6+ months
• Who would need to be involved internally to operationalize and sustain the new measurement (list roles)?

Deciding Together: Risks, Owners, and Next Steps

• What would make you say 'not now' even if the projected ROI looked strong? Options: No budget this fiscal year, Leadership not convinced, Sales process not aligned, Data privacy/legal constraints, Too many competing priorities, Other
• Which approvals are required to grant full access to ad accounts and CRM for an audit or pilot? Options: CRO / Head of Sales, VP Marketing / CMO, Head of RevOps, Legal / Privacy, CFO, No approvals / self-service
• Who should be the day-to-day owner on your side for a pilot (name/role)?
• What are the non-negotiable constraints we should plan around (budget cap, data residency, minimum SLA, preferred vendors)?
• If we proposed a risk-minimized pilot, what would be the ideal next step and timing to move forward? Options: Start pilot immediately (<2 weeks), Plan in next month (2–4 weeks), Quarterly planning (1–3 months), Not ready / need internal alignment

Getting Comfortable Together — quick intro

• Please share your name, title, and the one outcome you must deliver this quarter (briefly).
• Which best describes the team you represent? Options: Marketing (demand/gen), Revenue/RevOps, Sales Ops, Product/Analytics, IT/Security, Agency partner, Other
• Who are the two people (role or name) we should include in deployment conversations to avoid surprises?
• How urgent is the deployment from a business perspective? Options: Critical — must launch within 48 hours, High — within 1 week, Medium — 2–4 weeks, Low — >1 month
• When you think about this launch, what's your biggest emotional reaction right now (e.g., excited, anxious, skeptical)? Options: Excited, Confident, Anxious, Skeptical, Overwhelmed, Relieved

If Data Could Speak — what would it tell us?

• Imagine perfectly linked CRM + ad platform data that maps every dollar to pipeline — what would that change for your quarterly reviews?
• Which CRM(s) and marketing/ad platforms do we need to integrate with? (select all that apply) Options: Salesforce, HubSpot CRM, Microsoft Dynamics 365, Pardot, Marketo, Google Ads, Meta (Facebook) Ads, LinkedIn Ads, TikTok Ads, Amazon Ads, Other
• Do you currently have admin-level access available for the platforms you selected? Options: Yes — we can provide now, Yes — requires approvals/ticket, Limited access only, No admin access available, Not sure
• Where do you feel the data story is weakest today (pick top 2)? Options: CRM lead/contact mapping, Ad click-to-lead tracking, Landing page conversion events, Server-side events, Cross-domain tracking, Attribution model consistency, Data sharing between teams
• Tell us about a recent meeting where data caused disagreement — what was the disputed metric, and how did it make you feel?

Where the Boxes Don’t Line Up — mismatches that bite

• When marketing reports 'leads' and sales reports 'opportunities', what usually causes that gap in your org? Options: Different lead definitions, Delayed lead handoff, Duplicate or bad data, Missing UTM/source info, Sales not qualifying consistently, Other
• Do you have formal MQL/SQL definitions, and are they enforced in the CRM? Options: Yes — formal and enforced, Yes — defined but inconsistently enforced, Informally defined, No formal definitions
• How are UTM parameters and campaign metadata currently captured and validated? Options: Automatic via GTM/server, Manual entry by landing pages, Captured but not validated, Not captured reliably, Other
• Have you attempted to reconcile ad-platform click data with CRM leads before? What was the outcome? Options: Yes — successful, Yes — partial success with caveats, Yes — failed/too noisy, No — never attempted
• Share one concrete example of a recent mismatch (e.g., paid search shows 500 leads, CRM shows 120), and what you suspect caused it.

Who's Really Going to Hold the Keys? — ownership & escalation

• If tracking or integrations break after-hours, who do you expect will be called to fix it? Options: Internal RevOps/Analytics, Marketing Ops, IT/Security, Agency/Implementation Partner, No defined on-call owner
• Please list the named owners (or roles) for: CRM admin, Ad platform admin, Data engineer/warehouse, and Staging environment owner.
• How do you prefer we request access or make changes (select primary) Options: IT ticketing system (Jira/ServiceNow), Email approval chain, Admin portal request, Security/Vendor onboarding form, Other
• What approvals are required to add a service account or grant API scope (e.g., legal, security, VP sign-off)? Options: No approvals, Marketing leadership, RevOps sign-off, IT/Security approval, Legal/compliance
• How available are the named owners for working sessions during setup (select all that apply)? Options: Immediate availability (daily), A few hours/week, Weekly check-ins only, Rarely available

What Would Break the Launch? — honest failure modes

• From your experience, what single technical or organizational failure has derailed similar deployments in the past?
• Which of these do you currently anticipate might block us during Pre-Deployment? (pick all that apply) Options: Missing admin credentials, Compliance/security restrictions, Insufficient staging environment, Incomplete data model/mappings, Sales process not aligned, Third-party vendor delays
• Do you have a staging environment that mirrors production for testing tracking and attribution? If yes, briefly describe access constraints. Options: Yes — full staging, Yes — limited staging, No staging available, Not sure
• Are there regulatory or privacy constraints (GDPR, CCPA, contractual) that limit data sharing or export? Options: Yes — strict constraints, Some constraints with workarounds, No major constraints, Not sure
• If we encountered an access or compliance block, what is your preferred mitigation approach? Options: Use anonymized/test data, Work with IT to provision scoped service account, Delay until approvals complete, Use proxy/staging with limited users, Other

Can We Prove It Before It Runs? — testing & acceptance

• How important is full end-to-end validation in staging before we flip to production? Options: Essential — must validate everything, Important — validate core flows, Nice-to-have, Not necessary
• Which test datasets or sample accounts can you provide to validate touchpoints (e.g., test leads, test purchases, sandbox CRM records)? Options: Test leads available, Test purchases available, Sandbox CRM records, No test data available, Not sure
• Which of these verification checks should be considered mandatory before go-live? (select top 3) Options: UTM persistence across pages, Ad click → server event → CRM lead, Postback latency < X seconds, Deduplication/lead merging logic, Attribution matches agreed model on sample cohort
• Who must sign the validation checklist to approve go-live (roles/names)?
• What acceptance thresholds would feel comfortable (e.g., event match rate > 95%, CRM lead match > 90%)? Please specify numbers if you have them.

How Do We Measure We’re All Aligned? — KPIs, SLAs & disputes

• If we disagree on attribution after launch, what evidence will you accept to resolve the dispute? Options: Raw server logs, CRM lead timelines, Ad platform click records, Third-party measurement tool, Jointly agreed reconciliation process
• What are the top 3 metrics that will determine whether this engagement is successful in the first 90 days? Options: Pipeline influenced, Leads-to-opportunities conversion, Cost per acquisition (CPA), Attributable revenue, Lead quality (SQL%), Other
• How often would you like a reconciliation/reporting cadence during initial deployment? Options: Daily during launch week, Bi-weekly, Weekly, Monthly
• Are there SLA expectations for data freshness or incident response (e.g., data latency < 1 hour, incident response within 4 hours)? Please list any hard limits.
• Who is the executive sponsor we should update with milestone and risk reports?

Practical Next Steps — the access & mapping plan

• Are there internal vendor/security questionnaires or onboarding steps we must complete before access is granted? Options: Yes — security questionnaire, Yes — vendor onboarding form, No formal process, Not sure
• For each platform we will access, select the preferred credential method: Options: Service account with scoped OAuth/API key, Shared admin account (not recommended), Individual user admin invites, SAML/SO for service integration, Other
• Please map the minimal scopes we should request for: CRM (e.g., read/write leads), Ad platforms (e.g., Campaign read, conversion write), Data warehouse (read access). If known, paste scope names or policies.
• What is a realistic date by which we can expect credentials and any necessary approvals to be completed? Options: Within 48 hours, Within 1 week, Within 2 weeks, More than 2 weeks
• Who will open or own the ticket(s) to grant access (name/role), and what contact information should we use for follow-up?

Quick Ground-Check: One Thing That Must Change

• What is the single most important outcome you need digital marketing to deliver this quarter? Options: Pipeline volume, Pipeline quality (MQL→SQL), Revenue closed, Lower CAC, Clear attribution to revenue, Better sales handoff, Other
• What numeric target sits behind that outcome (pipeline $ / number of leads / conversion rate)? Please be specific.
• Who owns accountability for hitting that target internally? Options: VP/Head of Marketing, Head of Demand Gen, CMO, Director of Growth, RevOps/Revenue Ops, Sales Leader, CEO/Founder, Other
• If you miss the target this quarter, what will the practical consequences be (budget cuts, headcount review, strategy change)? Options: Budget reallocation, Increased vendor scrutiny, Leadership escalation, Hiring/firing decisions, Pause campaigns, Other
• How confident are you—on a scale from 1–5—that your current setup can hit that target? Options: 1 - Not confident, 2, 3 - Somewhat confident, 4, 5 - Very confident

If You Had To Defend Every Dollar, What Would You Say?

• When leadership asks you to justify digital spend, what single data point or story do you reach for today?
• Where do you currently see the biggest attribution blind spot (paid search, programmatic, social, organic, offline)? Options: Paid Search, Paid Social, Programmatic/Display, SEO/Organic, Email/Automation, Offline events, Cross-device tracking, Other
• How often do the numbers you report internally change when you run a deeper analysis or reconcile with CRM? Options: Always, Often, Sometimes, Rarely, Never
• When reporting breaks—or shows unexpected variance—what story do stakeholders assume, and how does that make you feel?
• If you could eliminate one attribution mystery today, which would it be and why?

Who's Actually Driving This — And Who’s Quietly Slowing It Down?

• Which internal stakeholders must be convinced for a new measurement and channel strategy to stick? Options: Legal/Privacy, VP Marketing/CMO, Demand Gen/Performance Lead, RevOps/BI, Sales leadership, Finance, Product/Engineering, Other
• How do you describe the decision path and approvals for vendor selection and budget changes (fast, committee-led, executive sign-off)? Options: Fast (single decision maker), Cross-functional committee, Requires C-suite approval, Finance-led controls, Ad-hoc depending on spend
• Who on the sales side is expected to follow up on marketing-generated leads, and how consistently does that happen? Options: AE team (Inside Sales), Account Executives (field), BDRs/SDRs, Sales Ops, Shared responsibility, Not consistent / unclear
• Have you experienced internal friction when measuring marketing-influenced pipeline? If yes, give a short example and the emotional impact.
• What would meaningful RevOps involvement look like to you—data ownership, automation, SLA enforcement, or something else? Options: Data ownership & modeling, Integration & automation, Lead routing SLAs, Attribution governance, Reporting & dashboards, Other

Show Me the Tech That’s Supposed To Save You

• Which tools and platforms are currently in your stack (CRM, analytics, tag manager, CDP, attribution tool)? Select all that apply. Options: Salesforce, HubSpot CRM, Google Analytics 4, UTM-based tracking, Segment/Tealium/CDP, GTM/Tag Manager, Looker/Tableau/PowerBI, Attribution vendor (e.g., Attribution, Ruler, Bizible), Ad platforms (Google, Meta, LinkedIn, DV360), Other
• Do you have a single source of truth for lead-to-revenue reporting today, or do reports live in multiple places? Options: Single source of truth, Multiple reconciled sources, Multiple unreconciled sources, No clear source
• Are there known gaps in data capture (form mapping, cross-domain, offline conversion ingest)? Please list the top two and how long they've existed.
• Which access or privacy constraints should we anticipate when integrating (restricted API, PII redaction, vendor approvals)? Options: Full admin access available, Limited API access, PII restrictions / redaction required, Security review needed, Requires vendor whitelisting, Other
• If we asked for a staging environment to test attribution flows, how likely is that to be available within 2 weeks? Options: Very likely, Possible with effort, Unlikely, Not an option

What We've Tried That Didn't Work (Be Brutally Honest)

• Think of the last in-house or agency effort to fix attribution or scale paid channels—what was promised and what actually happened?
• Which of these failure modes best describes past efforts? Options: Tactic-only optimization (no measurement), Opaque reporting from agency, Attribution model disagreement, Poor sales follow-up, Data access blockers, Budget misallocation, Other
• How long did you run the prior program before concluding it wasn’t working? Options: < 1 month, 1–3 months, 3–6 months, 6–12 months, > 12 months
• What was the single biggest internal frustration during that engagement (examples: excuses, slow reactions, fees, no senior involvement)?
• If you could go back and change one decision from that period, what would it be and why?

Imagine a World Where Every Conversion Tells a Story

• What does a successful measurement system actually look like for you—what reports, cadence, and story must it deliver?
• Which KPIs are non-negotiable for you to sign off a campaign as successful? Options: Marketing-sourced pipeline, Attribution-adjusted pipeline, Revenue influenced, CAC/LTV, SQL conversion rate, Lead velocity, Other
• How do you want attribution to be presented to stakeholders—single-touch, multi-touch, algorithmic, or blended? Any strong objections? Options: Single-touch (first/last), Multi-touch linear/time decay, Algorithmic/data-driven, Blended view (side-by-side), No preference yet
• What success signals would make you champion this engagement internally—specific numbers, case-study style wins, or SLA guarantees? Options: Verified case study metrics, Weekly pipeline scorecards, SLA on lead routing, Attribution transparency & audit, Revenue-backed guarantees, Other
• If we delivered attribution that shifted how budget should be allocated, how willing would you be to reassign spend across channels? Options: Very willing, Somewhat willing, Reluctant, Not willing without more proof

How Fast Can We Move Without Breaking Things?

• What is your ideal timeline from kickoff to measurable first results (pilot/initial attribution validation)? Options: 2–4 weeks, 1–2 months, 3 months, 4–6 months, Longer
• What internal barriers typically slow projects (security review, procurement, legal, engineering backlog)? Select all that apply. Options: Security/compliance review, Procurement/POs, Legal contract negotiations, Engineering/IT availability, Data privacy approvals, No major barriers
• Are there blackout dates, product launches, or quarterly reviews that we must avoid when planning a pilot? Options: Yes—list below, No major constraints
• What level of access can you realistically grant us during a pilot (ad account read/write, CRM read/write, analytics admin)? Options: Full admin-level access, Limited scoped access, Read-only, API-only, Access requires additional approvals
• If we propose a short revenue-backed pilot, what would make it acceptable to your leadership? Options: Clear success metrics, Cap on cost/exposure, Time-limited trial, Dedicated senior resource from us, Legal-friendly contract terms, Other

What Would Make You Sign On The Dotted Line?

• What are the non-negotiable commercial or contractual terms you expect from a partner on measurement and execution? Options: Performance SLAs, Transparent reporting & audit rights, Data ownership clarity, Termination terms, Fixed-fee pilot options, Revenue share/bonus structures, Other
• How important is senior team involvement (regular access to senior strategists) in your vendor evaluation? Options: Critical, Important, Nice to have, Not necessary
• What guarantees or risk-reduction mechanisms would move you from interest to commitment (examples: trial, pilot KPIs, money-back, phased payments)? Options: Short pilot with KPIs, Money-back or credit, Phased scope tied to milestones, Performance bonuses, None—trust-based
• Who besides you will sign off commercial terms, and what concerns will they raise that we should prepare to address?
• If we leave this conversation with one concrete next step, what would be most useful—a tailored pilot plan, a technical readiness checklist, or a budget and commercial proposal? Options: Tailored pilot plan, Technical readiness checklist, Budget & commercial proposal, Case studies & references, Other