AT A GLANCE
Customer: TaskRay
Industry: SaaS – Onboarding and Project Management (Salesforce AppExchange)
Employees: 30
Engagement Type: On-Demand Sales & Marketing Operations Expertise
Challenge: Limited marketing attribution, unclear ROI, and lack of visibility into campaign performance
Solution: Multi-layer attribution framework, HubSpot/Salesforce integration, and reporting dashboards
Impact: Clear marketing ROI, prioritized SDR outreach, and data-driven investment decisions
The Context
Leadership needed answers about marketing ROI, but the data wasn’t there
TaskRay’s VP of Sales, Mike Davis, had a deceptively simple question: If I give marketing $10,000, where should they spend it—and what ROI can we expect? The team had strong instincts about which assets worked well, but couldn’t back that up with consistent data.
Marketing and sales systems were collecting information, but not in a unified way. HubSpot campaigns, Salesforce opportunities, SDR activity, and lead sources weren’t stitched together, making it difficult to identify which tactics and campaigns were actually moving the needle. To spend smarter and scale faster, TaskRay needed a better way to track what was working and where to invest next.
The Challenge
Attribution was fragmented, and investment decisions were based on gut feel
Marketing attribution was incomplete, inconsistent, and difficult to act on. TaskRay couldn’t easily tie campaign activity to lead quality, conversion rates, or revenue impact. That made it hard to double down on what worked, or confidently shift strategy.
Key issues
No unified attribution model: Lead source data was too general to guide campaign strategy
Missing performance roll-ups: Campaign results were only visible at the individual asset level
Disconnected tools: HubSpot, Salesforce, and SDR activity weren’t integrated for full-funnel visibility
SDR follow-up lacked focus: Reps didn’t know which leads or campaigns were most likely to convert
Limited visibility into ROI: Leadership couldn’t see which efforts led to revenue or justify spend across the funnel
Inconsistent campaign naming: Poor tracking made it hard to group, compare, or analyze performance
The Iceberg Approach
Design a full-funnel attribution framework to unify systems and surface ROI
TaskRay partnered with Iceberg to build a marketing attribution system that worked across platforms and answered the leadership team’s most important questions. The engagement focused on designing an operational framework for tracking campaign performance—layered across lead, MQL, meeting, and opportunity stages.
What we delivered:
Attribution Framework Design
- Created a multi-tier model: lead source, lead source detail, and campaign source
- Distinguished between first, last, and converting touchpoints to clarify influence
- Standardized values and cleaned legacy data for consistency
System Integration & Automation
- Connected HubSpot campaign data to Salesforce opportunity records
- Implemented standardized automation and syncing practices to maintain attribution data consistency
- Enabled tracking and data flow across web forms and SDR workflows
Sales & Marketing ROI Dashboards
- Built reporting by asset type, campaign type, and lead source
- Surfaced data on meetings, MQLs, and opportunities generated by each campaign
- Empowered SDRs to prioritize outreach based on campaign performance
The Results
Clear marketing ROI and stronger alignment between strategy and execution’
With Iceberg’s attribution framework in place, TaskRay gained visibility across the full funnel—from the first marketing touchpoint to opportunity creation. Leadership can now invest based on actual performance data, not assumptions. SDRs can focus their follow-up based on proven campaign effectiveness.
This work with TaskRay was built on a foundation of earlier projects. Check out Scaling with On-Demand Sales & Marketing Operations to see how the partnership began, and Fixing the Inbound Funnel to see how we created top-of-funnel visibility.
