Every campaign is tied to the pipeline and revenue it brings, in one monthly report

Each month the AI follows every lead from its campaign to the deal it became in Salesforce, and drafts a report of spend, pipeline and revenue by campaign.

Used day to day by
  • Marketing head
  • Sales head
  • Marketing team

How it runs with AI

The AI pulls the spend and leads for every campaign, follows each lead in Salesforce to its opportunity and any won deal, and adds it up in Power BI. Each report covers the last 3 months, so slower deals have time to show. The marketing head gets a draft that shows which campaigns bring revenue, with a suggested budget change to discuss with sales.

How it is done today

Marketing reports clicks and leads from the ad accounts. Sales reports pipeline from Salesforce. Each month someone spends days downloading both, matching leads to campaigns in Excel and settling the differences with sales, and budgets still follow the cost per lead.

Step by step

Where the work happens, what the AI does, and where it hands over to a person.

  1. Step 1, AI

    Pulls 3 months of spend and leads for every campaign

    Needs to know: Campaigns in scope, Reporting window

    In Google Ads , LinkedIn Ads , Google Analytics , Salesforce

  2. Step 2, AI

    Follows each lead in Salesforce to the deal it became

    Needs to know: Campaign tags on leads, Agreed credit rule

    In Salesforce

    Exception to step 2

    Sends leads with no campaign source to marketing to tag

  3. Step 3, AI

    Adds up pipeline and revenue for each campaign

    Needs to know: What counts as pipeline

    In Power BI

  4. Step 4, AI

    Drafts the monthly summary with what to change

    Needs to know: Budget by campaign, Past monthly reports

    In Power BI

  5. Step 5, Person

    Reviews it and sets next month's budget with the sales head

    In Power BI

What stays with a person

  • Reviews it and sets next month's budget with the sales head

Why each report covers 3 months

Most deals take weeks to go from a first enquiry to an opportunity, and months to close. A report on one month’s leads would show little pipeline yet. Each monthly report looks at the last 3 months of campaigns, so the numbers have time to show. A trade show’s open deals count as pipeline until they close.

Apps in this example

  • Google Analytics
  • Google Ads
  • LinkedIn Ads
  • Salesforce
  • Power BI

The same flow works with the apps you use.

This fits you if

  • You run several campaigns at a time across search, LinkedIn and events
  • Your leads go into Salesforce from website forms and event lists
  • Your deals take weeks or months from first enquiry to order
  • Budgets today follow cost per lead or clicks

What to watch for

  • Each lead needs its campaign recorded. Website forms keep the campaign tags (UTM) from the ad link, and event lists are uploaded with their campaign set
  • Credit goes to the campaign that first brought the contact in. Your team agrees this rule with sales up front, and can share credit across every campaign a contact touched
  • Budget changes stay with the marketing head and the sales head. The report suggests, and they decide

Read more

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