Trulioo Builds a Single Source of Truth for Revenue Marketing
The Challenge
Dawn’s first initiative was to better understand the demand engine, aiming to improve pipeline predictions by creating GTM metrics that measure a repeatable, scalable business. Her goal was clear: Identify and track specific marketing investments that would consistently generate predictable pipeline outcomes.
At the time, Trulioo’s marketing team needed a better handle on their demand engine metrics. The stage definitions in Salesforce CRM had different meanings to different people across different functions. Marketing, finance, and sales needed a unified and aligned view of the funnel that was a consistent single source of truth across the business.
Executives and their staff spent hours trying to corral data in order to surface insights – only for that data to be [inconsistent or] stale by the time it was presented to executives or the board. If the CEO or CFO asked ad hoc questions, Crew had to request still more time to find appropriate answers.
Crew – and her Trulioo colleagues – wanted a single source of truth for funnel metrics reporting. That would allow for better revenue marketing strategies and decision-making.
Crew could also elevate marketing’s credibility with her colleagues and the board by delivering evidence-based GTM presentations. Better cross-functional alignment would lead to better marketing spend decisions, which would drive more revenue.
”What’s really valuable for me is the understanding of conversion and velocity through Mperativ. That’s a challenging analysis to do. The fact that we can go in, look at the funnel conversion rates by lead or account, and flip between segments allows us to pinpoint our best opportunities from a conversion and velocity standpoint.”
The Solution
Trulioo selected Mperativ to create a single source of truth for revenue marketing performance and funnel reporting.
Implementation was completed in just two weeks, giving the team immediate visibility into how marketing efforts were influencing the full funnel and broader revenue outcomes.
The platform enabled Truliooo to:
- Create a unified and trusted view of funnel metrics
- Connect marketing activity directly to pipeline and revenue outcomes
- Improve visibility into campaign effectiveness and investment decision
- Strengthen alignment between marketing, sales, and finance
- Deliver evidence-based reporting to executives and the board
By replacing manual reporting processes with real-time insights, the team was able to move from reactive analysis to proactive decision-making.
Implementation
Since implementing Mperativ, Trulioo has transformed how its marketing organization measures, communicates, and optimizes performance.
The team now has a centralized view of funnel and revenue metrics that supports faster, more informed decision-making across the business. Marketing can clearly demonstrate the downstream impact of investments, helping improve credibility with both finance and executive leadership.
“It’s like Jenga,” she says. “With Mperativ, we can pinpoint where to invest by identifying which campaigns to scale, which to discontinue, and which are most effective at driving pipeline within a given time period.”
The Outcomes
Unified funnel reporting
Created a single source of truth across marketing, sales, and finance.
Improved executive visibility
Enabled faster answers to CEO and CFO reporting requests.
Stronger marketing credibility
Connected marketing activity directly to pipeline and revenue outcomes.
Better funnel insights
Improved visibility into conversion rates, velocity, and performance trends.
Reduced manual reporting
Minimized time spent pulling data from disconnected systems.
The visibility with Mperativ also helped in understanding velocity and days in stage to identify stalls in their funnel, which in turn led to 25% improvement in marketing to SDR handoff process inside those targeted accounts in two quarters.
Mperativ’s strategic attribution capabilities allow Crew to see how specific campaigns and marketing spend impact pipeline. Segmentation capabilities offer her team flexibility to examine overall performance, and also pivot quickly to look at cohorts, by industry or by account. They can pull the analytics with a few easy clicks. This allows her to scenario plan to make more powerful decisions about future campaigns that are more likely to drive Trulioo’s pipeline goals.
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About Trulioo
Trulioo is a global identity verification platform that helps companies achieve regulatory compliance, reduce risk and expand their businesses by enabling verification of more than 5 billion people and 700 million business entities across 195 countries.
Meet Dawn
Dawn Crew became Trulioo’s first ever chief marketing officer in March 2022, just as the company and the economy emerged from the pandemic shutdown era into a turbulent economic downturn.
