Free · 30 minutes · No pitch
Name the source of your last ten closed deals
Not the last-touch field in the CRM. The thing that actually started each one. Bring ten deals to a thirty-minute session and we will map them together. You keep the map.
Most marketing leaders can name three or four.
The rest get filed under referral or inbound — which feels defensible right up until a CFO asks what the marketing spend bought, and then it is the least defensible thing in the room.
Here is the trap: the more of your pipeline that lands in the referral bucket, the more comfortable it feels and the less you can scale it. You cannot repeat a bucket you cannot explain.
Nine times out of ten, referral is actually three or four repeatable plays that nobody instrumented.
How the session works
Thirty minutes. Video call. No slides.
Before — the worksheet
We send a one-page, ten-row worksheet. Fill in what you know; ~15 minutes, your ops person can do it.
During — we work backwards
Deal by deal to the actual first touch: who moved first, what they'd seen, which system should have recorded it.
After — you keep the map
Ten deals, real sources, and the instrumentation gaps ranked by how much pipeline hides behind each.
There are two ways to answer “what did we get for the spend.” One is a slide with impressions, MQLs and a nice chart. The other is a named list of deals and where each one started. Only one of those survives a budget cycle.
Who this is for
It's for you if you own marketing or revenue at a B2B services firm between roughly $10M and $75M, you have a CRM, and you suspect the source data in it is fiction.
It isn't for you if you have already built multi-touch attribution you trust. In that case you would spend thirty minutes teaching us, and we would enjoy it, but you would not get anything.
Who is doing this
The Second Click is a marketing operations firm in York, Pennsylvania. Attribution and revenue traceability are the work — CRM architecture, lead scoring that reflects how you actually sell, ABM programmes with a nurture path rather than a LinkedIn list, and paid media that reports in pipeline instead of impressions.
Al Brocious runs the sessions. There is no SDR attached to this.
Book the thirty minutes
Pick a slot below — the one-page worksheet lands in your inbox the moment you book.
Prefer to set it up by email?
Send your details and I'll reply with a couple of times plus the worksheet — within one business day.
Questions
Is this a sales call?
No. It is thirty minutes of work on your data. If at the end you want to talk about what fixing it would involve, say so and we will book that separately.
Do I have to share the CRM?
No. The worksheet is enough. Deal names can be anonymised — “Deal 4, manufacturing, $48k” works fine.
Who should be on the call?
You, plus whoever actually maintains the CRM. Two people is ideal. More than three and it turns into a meeting.
Ten deals. Thirty minutes. You keep the map.
Book the 30-minute mapping session