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Marketing and sales leaders at SMB, mid-market and enterprise companies trust Content Chemistry
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Marketing and sales leaders trust us
GTM leaders at SMB, mid-market and enterprise companies trust Content Chemistry to get results.
20%
Increase in revenue
95%
Decrease in cost-per-lead (CPL)
499%
ROI from paid ads
94%
Decrease in cost-per-lead (CPL)
272%
Increase in MRR in 6 months
2x
Increase in leads in 6 months
24x
Increase in organic search traffic
125x
Increase in organic keywords
67%
Increase in organic search traffic
9.9%
Increase in website conversion rate
What our clients say
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Award-winning and accredited
We’re an award-winning and accredited HubSpot Platinum Solution Partner, Google Partner and Microsoft Partner, with 5-star HubSpot and Google reviews.
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Why the board doesn't believe the number
- The metric mismatch is industry-wide. HubSpot's research finds lead quality and MQLs remain the most-used measure of marketing success, ahead of lead-to-customer conversion rate and return on investment. Most teams are judged on the metric that proves the least about revenue.
- The timeframes don't line up either. Dreamdata's benchmark puts the average B2B journey at 272 days from first touch to closed deal. A monthly report cannot describe a nine-month decision, so it describes activity instead.
- The decision isn't one person's. Forrester puts the average enterprise buying group at thirteen people across multiple departments. Single-touch attribution assigns credit to whichever one of them happened to click, which is close to arbitrary.
- And the scrutiny has risen. Around three-quarters of marketers say their budgets are examined more closely than they used to be, even though most expect budgets to hold or grow. The money is still there. The burden of proof went up.
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It usually isn't a data problem
- Only around one in seven marketers say they don't have the data they need. The data almost always exists. It just can't be moved, joined or trusted.
- The failures are organisational. Roughly one in five name adopting a data-driven strategy as a top challenge, and around one in eight struggle to share data across their own organisation.
- Definitions are the quiet culprit. When marketing and sales haven't agreed what a qualified lead is, or which stage means what, two teams will report honestly and disagree completely.
- Tracking hygiene decides everything downstream. If your CRM records paid ads and outbound as the same source, no dashboard built on top of it will ever produce an answer you can defend.
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What we do about it
- We fix the data model first. Lifecycle stages, source definitions and pipeline structure agreed between marketing and sales, written down, and enforced in the CRM rather than in a spreadsheet.
- We rebuild attribution so channels stay separate. Paid and organic, ads and outreach, first touch and last touch, reported distinctly so a budget decision has something behind it.
- We report to closed won revenue, not to MQLs. Pipeline created, pipeline influenced, revenue by channel and cost of acquisition, in a view the CFO can read without translation.
- We build reporting that survives the cycle. Leading indicators monthly, revenue reconciliation over the length of your actual sales cycle, so the long deals aren't invisible for three quarters.
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