DataLift
Name what's broken

High-touch services

See which spend actually makes revenue.

Stop modelling a chain that is already broken.

UAE / UK mix · high-touch services · paid social, CRM, Aircall, Stripe · 12-week sequence

0% from 36%

Cash with a known first source

0% from 47%

Form fills that lose UTM

0% from 61%

Calls with no CRM write-back

0 min from 40 min

Budget meeting spent reconciling

After DataLift

What changed after DataLift

Less manual work. Clearer decisions. More revenue you can see, explain and act on.

2 hrs Manual work reduced

2 hrs

from 30 hrs / week

Manual work reduced

Problem
The week ran on exports, copy-paste, and whoever still knew the file.
What we changed
We joined the sources and automated the pack a person should not still be making.
Outcome
Monday work dropped from 30 hours to 2.
$1.2M Revenue connected

$1.2M

fragmented → traceable

Revenue connected

Problem
Revenue was coming in. Nobody could clearly say where all of it came from.
What we changed
Campaign, CRM, and sales joined into one line from acquisition to cash.
Outcome
$1.2M could be traced to the activity that generated it.
$240K Revenue recovered

$240K

overlooked pipeline

Revenue recovered

Problem
Leads existed, then went late, or vanished between tools.
What we changed
We surfaced the opportunities that still needed a person.
Outcome
$240K in overlooked revenue came back into the pipeline.
81% Revenue attribution

81%

from 36%

Revenue attribution

Problem
Only 36% of revenue could be tied to a known source.
What we changed
Marketing, CRM, and sales were joined on the same customer.
Outcome
Attribution coverage reached 81%. Spend had a destination.
Live Reporting speed

Live

from multi-day packs

Reporting speed

Problem
The room waited on a pack that was already old when it arrived.
What we changed
One view, fed from the systems that already held the truth.
Outcome
Leaders see the week while there is still time to act.
1 flow Disconnected systems

1 flow

from isolated tools

Disconnected systems

Problem
CRM, ads, billing, and ops each told a different story.
What we changed
We connected the stack you already pay for. Nothing new to learn.
Outcome
One connected data flow. The Friday file stopped being the system of record.

What was going on

A mid-sized service or education business spends on Meta, LinkedIn, and search. Forms land in a CRM. Calls happen in Aircall or a similar tool. Money clears in Stripe. Attribution is a last-touch field that sales sometimes remembers to fill in.

Who feels it: CMO or marketing lead, commercial lead, and the CEO who is asked to approve spend without a reliable read.

The leak

Paid, organic, referral, and sales-sourced pipeline all claim the same deals, or none of them can claim any. The CRM is full of unknown source. Budget is allocated by the loudest story. Creative tests are launched against a measurement system that cannot tell you that you lost.

Why it happened

A click has a click id. A form has an email, if it is the same email used to pay. A call has a phone number, if tracking was set up and stored. An invoice has a customer id that may not match the CRM. Each snap is small. Together they make channel ROI literature. Modelling the broken chain produces a smoother fiction.

How DataLift investigates. We map the journey in operational language, not vendor language. Then we repair capture and identity: source at the form, write-back from calls, payment attached to the client. The report shows attributed revenue and unattributed revenue as two numbers. Unattributed is treated as a capture problem.

What we build

  1. 01 A journey map from click or referral through conversation, close, and cash, with known gaps stated.
  2. 02 Capture rules so source is not optional folklore in the CRM.
  3. 03 Call and payment write-back onto the same person record.
  4. 04 A report that refuses to hide unknown source inside a model.
  5. 05 A rule for what marketing will not claim until the join exists.

How data moves

  1. 01 Demand

    Ads, organic, referral, and sales-sourced activity, with the identifier each can actually provide.

  2. 02 Capture

    Form, calendar, and first conversation write source into the CRM on purpose.

  3. 03 Conversation

    Calls write back. A booked conversation is visible with original source.

  4. 04 Cash

    Billing customer id attaches to the CRM person. Unknown is a job, not a rounding error.

Before

  • Platform reports treated as revenue reports.
  • CRM source field empty or overwritten at close.
  • Calls invisible to marketing and to the opportunity.
  • First-touch versus last-touch arguments with no join underneath.
  • Creative tests without a stop rule that measurement can support.

After

  • Source captured at the start and preserved.
  • Calls and payments on the same record.
  • A report that shows unknown instead of inventing a model.
  • Budget conversations that can point at coverage, not vibes.
  • Experiments only after the chain can lose.

What this is worth

  • Attribution coverage

    You can see how much revenue still has no source, which is the real first job.

  • Better follow-up

    Conversations are not lost between form, calendar, and CRM.

  • Less theatre

    Models are not used to paper over missing keys.

A view you can trust

Channel to cash picture

Capture

Source: Forms + CRM

  • Known source defined
  • Unknown source defined
  • Duplicate records defined

Sales activity

Source: CRM + calls

  • Conversations defined
  • Opportunities defined
  • No write-back defined

Revenue

Source: Billing

  • Attributed cash defined
  • Unattributed cash defined
  • Unmatched invoices defined

Coverage and joins, not claimed ROAS. If half of closed revenue has no source, the job is capture, not a new campaign.

Related

If the leak looks familiar, write.

We will say whether a sequence like this is the first job.

Start a conversation