BrightPath Analytics

The Challenge

BrightPath had a classic alignment problem: marketing claimed they were generating quality pipeline through LinkedIn Ads, while sales insisted their outbound efforts created every deal. Neither team had the data to prove their position, and the friction was affecting company culture.

The Solution

BrightPath deployed RevenueProven as a shared source of truth. Both marketing and sales could see which companies had engaged with LinkedIn Ads before any sales touchpoint — and which deals were truly cold outbound.

The Results

Attribution data showed that 62% of "outbound" deals had actually been influenced by LinkedIn Ads — the prospect had seen multiple ads before the SDR reached out. This insight transformed the relationship between the teams.

Sales started prioritizing outreach to ad-engaged accounts, increasing their acceptance rate by 28%. Marketing gained credibility and budget support. Most importantly, both teams started collaborating on account strategy instead of arguing about credit.

Key Takeaway

Sales and marketing alignment isn't a culture problem — it's a data problem. When both teams can see the full buyer journey, blame turns into collaboration.