Client Overview

Inlumi are a global team of 250+ specialists in digital transformation for the office of the CFO. 

Inlumi is a company that specialises in providing financial performance management solutions. Their team of 250+ specialists in digital transformation focus on helping organisations optimise their financial processes, improve decision-making, and enhance overall financial performance. 

With combined expertise in finance, technology, and change, they help their customers understand their data, make informed decisions, and deliver it where and when it's needed. 

They actively seek growth, value quality, and nurture meaningful relationships. Their collaborative and interactive approach ensures tangible experiences for their customers. They pride themselves on noiseless implementations, allowing businesses to focus on what they're good at.

Challenges faced by the team

Unclear impact of marketing on revenue

The client struggled to establish a direct correlation between marketing activities and revenue generation. Understanding which marketing efforts were contributing to revenue was a significant challenge.

Manual attribution problems

The absence of automated attribution processes led to significant time and resource investment in manually attributing contacts. This manual approach was not only time-consuming but also prone to errors.

Tracking webinar and event performance

The team faced difficulties in accurately tracking the performance of different webinars and events. Understanding the effectiveness of these activities in terms of lead generation and revenue contribution was a pressing issue.

RevOps Automated Implemented Solution

Automated Lead Attribution

RevOps Automated implemented automatic tracking of the first touch and last touch for every lead, providing valuable insights into their journey from awareness to conversion.

We leveraged HubSpot's capabilities to understand the exact touchpoints driving conversions, allowing for optimisation of marketing efforts and maximising return on investment (ROI).

Deal Attribution Enhancement:

Enabled easy tracking of the first touch and last touch for every deal, offering valuable insights into the customer's journey from lead to deal closure.

We also mapped historic data with new sources to ensure a comprehensive view of lead and deal attribution.

Setup Event and Webinar Tracking:

We introduced additional fields in event forms to facilitate self-attribution, allowing leads to specify the source of their interaction accurately.

We also implemented an automatic UTM builder to track leads generated from each source, providing detailed insights into the performance of webinars and events.

Custom Dashboards and Reporting:

Our specialists created custom dashboards for lead attribution, deal attribution, live attribution, self-attribution, and UTM tracking.

This provided the team with a streamlined view of key metrics, enabling them to make data-driven decisions.

Data Import Templates:

Finally, we supplied a list of import templates to simplify the process of importing data into the CRM with the correct sources, ensuring accurate attribution from the beginning.