GrowthApplied AI2025
One channel was funding the entire pipeline. Nobody knew which.
Voice AI company, Berlin
- cost per qualified opportunity
- -31%cost per qualified opportunity
- pipeline from organic and developer channels
- 2.4xpipeline from organic and developer channels
- from test brief to decision
- 14 daysfrom test brief to decision
The situation.
Six acquisition channels, one shared budget, and attribution that credited the last click every time. Spend was rising faster than qualified pipeline.
What we did
- Rebuilt tracking around a single event model across site, product and CRM
- Interviewed 22 closed-won and closed-lost buyers, then rewrote the positioning
- Cut three channels outright and moved the budget into two that held up
- Put every test on a two week cycle with a stated kill threshold