B2B demand & RevOps · GCC · EU · US
Your ad platform is grading its own homework. Your ledger is not.
Every channel reports the same conversion and claims it. Meanwhile the number a CFO trusts is the one that posted to revenue. We close that loop in the ERP, so attribution is measured against money that actually arrived rather than a pixel that fired.
Dynamics 365 · Odoo 19 · Dataverse · GA4 · Server-side tagging
Scope
Four things, done properly
This is not a retainer for posting. It is the measurement and conversion work that makes a B2B pipeline legible.
ERP & CRM closed-loop attribution
Campaign source carried through the CRM opportunity into the posted invoice, so channel performance is reported against recognised revenue instead of platform-claimed conversions.
Technical SEO & generative engine optimisation
Structured data, crawlability and the entity modelling that determines whether an AI answer engine cites you or a competitor. Increasingly the first search a buyer runs is not on Google.
B2B performance media & ABM
Account-based targeting against a named list, with spend judged on pipeline created rather than cost per lead — a metric that rewards volume over fit.
Enterprise conversion work
Funnel instrumentation and the unglamorous fixes: form friction, page weight, and the gap between what outreach promised and what the landing page says.
Delivery
How attribution actually closes
The loop only works if the identifier survives every hand-off. Most implementations lose it at step three.
Detail
What usually goes wrong
Four failures we see in almost every audit.
Every platform claims the same deal
Summed across dashboards, attributed revenue routinely exceeds actual revenue. Without a single source of truth in the ledger there is no way to adjudicate it.
The identifier dies at the CRM
Source is captured on the form, then lost when an opportunity is created manually or a deal is re-keyed. The loop breaks silently and reporting keeps running.
Lead volume is optimised, fit is not
Cost per lead rewards whoever fills the form. Pipeline created against a named account list is the metric that survives a board meeting.
The site contradicts the outreach
Gartner found 69% of B2B buyers hit inconsistencies between what a seller said and what the site says. That gap is a conversion problem before it is a trust problem.
Questions
Answered straight
Because closed-loop attribution is an ERP integration problem, not a marketing one. Carrying a campaign source from first touch through to a posted invoice means touching the CRM schema and the invoicing logic. Agencies cannot do that and ERP partners do not offer it.
Structuring content and entity data so AI answer engines can cite you accurately. Buyers increasingly start with an assistant rather than a search box, and whether you appear in that answer depends on machine-readable structure rather than keyword density.
We can, but the work that changes outcomes is the measurement and conversion layer. If attribution is broken, more spend simply produces more confidently wrong reporting.
Next
Send us a month of reporting and the matching revenue.
We will tell you where the two diverge and what it would take to close the gap. That audit is the same conversation whether or not you engage us afterwards.