B2B and SaaS
Long cycles and a five-person buying committee break every attribution model. The answer is to optimise on pipeline stage, not on last click.
- Google Search
- Meta retargeting
- Content & SEO
- AEO & GEO
Three problems specific to this business
Long cycles make last-click meaningless
A deal that takes nine months and thirty touches gets attributed to whichever ad happened to be last. Budget then flows to the bottom of the funnel and starves what actually created the demand.
MQLs that sales will not touch
Marketing hits its lead target, sales ignores the list, and both are behaving rationally because nobody agreed what qualified means.
The buying committee is five people and only one fills the form
You are being evaluated by people who never identify themselves, which makes account-level thinking more useful than lead-level thinking.
What we report against
Not impressions, and not cost per lead. These decide whether the marketing paid for itself.
- Cost per qualified opportunity
- Pipeline created
- Win rate by source
- Sales-cycle length
- CAC payback
What comrAD does here
Optimises on CRM pipeline stage instead of form fill, so the platforms bid toward opportunities that progress.
Rules we work inside
These shape what you are allowed to say, and we build creative to them from the start.
- No category-specific restrictions, but claim substantiation matters more than usual
Asked in this sector
By not relying on it. Last-click is actively misleading at that cycle length. We optimise on the earliest CRM stage that correlates with a closed deal and occurs often enough to be a usable signal — usually a qualified opportunity, and we use holdout testing to sanity-check what demand generation is actually causing.
Thirty minutes on your account. No deck.
We'll come with two or three specific things we'd change, whether or not you work with us.