Integrous Analytics Platform
Most B2B companies can't see how their deals really happen. Marketing data sits separate from sales data. Pipeline metrics don't connect to campaign performance. And operations teams piece together fragments to understand what's working.
We built something different: a platform that captures the complete story of how B2B deals actually happen - from first marketing touch through final signature, across every qualification stage and operational workflow. Finally, revenue intelligence that reflects reality.
We Built What You’ve Been Asking For
Most analytics tools are built by people who’ve never had to prove marketing ROI, optimize a sales process, or make sense of messy CRM data. We built Integrous Analytics after more than a decade of solving these exact challenges for B2B companies. We’ve been in the trenches with our clients, learning what it really takes to understand and optimize the entire demand generation system.
Beyond Basic Attribution
We don't just track marketing touches. We capture every meaningful engagement - whether it comes from marketing programs, sales outreach, or channel partners. Then we track each activation's complete journey through your revenue process, including every qualification stage, ownership change, and pipeline milestone.
By connecting engagement data with revenue operations and sales qualification data, we reveal how each deal actually progresses through your demand generation system. Because real revenue intelligence isn't just about what influenced a deal - it's about understanding exactly how that deal happened.
The Power of Activation
Your prospects don’t follow straight lines to become customers. They might download a whitepaper and disappear, come back months later for a demo, and convert through a different sales team than they were originally routed to. Traditional analytics jumble these interactions into one messy timeline, overwriting history with each new touch.
Our Activation concept creates a distinct record every time a prospect enters your sales process - preserving that specific journey’s complete story. Whether it’s their first engagement or their fifth expansion deal, nothing gets lost, nothing gets confused.
Built Around Your Business
Great analytics start with proven best practices, but they shouldn’t end there. We’ve built a complete solution based on hundreds of B2B implementations, with proven structures and best practices that we know drive results. But, we also know every business is unique - that’s why we adapt everything to your specific processes, terminology, and goals.
Plus, we’re there to make sure it’s implemented right the first time AND evolves with your business. Because your analytics should fit your business, not someone else’s template.
How We Tell Your Revenue Story
Most analytics tools give you fragments of data. Some track marketing touches, others track sales activities, but none show you how it all works together. We built a platform that shows you the whole picture - from how leads enter your system to how they become revenue, across every qualification stage and operational workflow. Here’s how we do it:
Comprehensive Data Integration
Raw data doesn't tell stories - connected and structured data does. We bring together attribution data, sales progression, cost information, and performance goals into a single, coherent view of your revenue engine.
- Unified marketing and sales data
- Cost and media platform data integration
- Goal uploads with adjustable level of detail
- Built-in data cleaning and organization tools
- Intelligent data hierarchy creation
- Fully integrated data models ready for visualization
- Sharable data models that can be used by internal BI teams
Visualization That Drives Action
Get immediate insights through pre-built Salesforce reports, then dive deeper with our customized BI dashboards. We deliver analytics that work the way your business thinks - from executive summaries to granular campaign details. No more waiting months for useful reporting.
- Ready-to-use Salesforce reports
- Curated BI dashboards for marketing, sales and operations
- Built-in data cleaning and organization tools
- Flexible, interactive analysis features
- Custom dashboard development as needed
- Automatically refreshed multiple times daily
Collect Everything That Matters
Every meaningful engagement from all sources. Complete sales progression data. Full operational metrics. Each activation captures these elements without losing any context or overwriting history. Because you can't understand revenue if you're missing pieces of the story.
- All lead creation paths (web forms, list uploads, manual creation, etc.)
- Marketing, sales, and channel attribution
- Built-in data cleaning and organization tools
- Source and conversion type data
- Complete lead qualification history
- Sales progression date and ownership data
- Operational workflow metrics
How The Platform Works
Building complete revenue intelligence required rethinking every component - from how we store data in Salesforce to how we track engagement without cookies. Here's the technology that makes it possible:
Salesforce-Native Application
Your analytics should live in the platform that your team works in everyday. Our native Salesforce application uses custom objects that preserve complete history while working seamlessly with your existing processes - making Salesforce your true single source of revenue intelligence.
- Custom Engagement Object tracks attribution and sales progression data
- Complete history maintained for each lead and contact
- Customizable stage tracking to fit your business processes
- Activation data visible directly on standard lead, contact, and opportunity objects
- Salesforce campaign and task/event engagement creation
- Platform configuration and management panel for Salesforce admins
- Built-in data quality controls
Privacy-First Tracking
While others scramble to adapt to a cookieless world, we built for it from day one. Our web tracking javascript delivers better than 90% accuracy without relying on third-party cookies, making compliance easy while maintaining complete attribution data.
- First-party data collection only
- Built-in CCPA and GDPR compliance
- Cross-domain tracking without cookies
- Complete source and conversion capture
- Works with all major marketing automation platforms
- Automatic recognition of non-UTM traffic including search, social, direct, referral
- Supports chat, custom form, and other integrated system submissions
Turnkey Data Architecture
Behind the scenes, we've built a robust data infrastructure that does the heavy lifting. Our platform automatically integrates data from all your key sources, creates unified data models that support both cohort and non-cohort analysis, and maintains the complex relationships that power real revenue intelligence. No engineering resources required.
- Automated nightly data integration from all critical sources
- Sophisticated data models supporting multiple attribution views
- Pre-built hierarchies and custom dimension mapping
- Flexible multi-touch attribution modeling
- Complete data documentation and dictionaries
- Sharable models for internal BI team use
Unique Benefits
Cross-Sell/Upsell Intelligence
Track complete attribution, progression, and influence data for every expansion opportunity.
Demand Unit Measurement
Monitor the entire buying committee engagement behavior and influence patterns
Account Engagement Scoring
Identify and prioritize accounts showing buying signals across multiple contacts
Flexible Attribution Models
Toggle between first-touch, multi-touch, and custom attribution models to support deep analysis
Goal Performance Tracking
Set and track marketing and sales contribution to all major KPI targets in real-time
Revenue Journey Analysis
Understand which combinations of marketing, ops, and sales activities drive successful outcomes
Engagement Pattern Insights
Identify which combination of assets and engagement types create the best outcomes
Channel Partner Analysis
Track partner-sourced and partner-influenced revenue separately
Qualification Pattern Analysis
Identify which lead sources and sales team combinations create the most opportunities
From Zero to Revenue Intelligence
Most analytics implementations drag on for months. We’ve built a proven process that get you up and running in just 4 weeks. Here’s how we do it:
Week 1
- Project Kick-Off
- Discovery and Alignment
- Access Provisioning
- Integration Planning
Week 2
- Salesforce Package Installation
- Admin Settings and Configuration
- Javascript Tag Deployment
- Data Backfill Logic Definition
Week 3
- Web form and MAP Configuration
- Data Source Configuration
- KPI and Dimension Definitions
- Dashboard Development
Week 4
- System Testing and UAT
- Team Training
- Data Backfill Loaded
- Go-Live Support
FAQs
Most attribution tools focus only on marketing and collect lots of touchpoints, but they don’t connect any of that to how a specific opportunity or deal came to be. We track every time a prospect engages with your business—whether they're new leads, reactivated contacts, or existing customers—with complete source attribution and sales journey measurement. Plus, it's all visible directly in Salesforce where your team actually works.
We don't just track first touch or last touch—we capture every marketing and sales interaction throughout the entire customer journey. Each time a prospect restarts their sales journey (what we call an Activation), we track both the source and every influence along their path to revenue. This means you can finally see how marketing impacts deals at every stage, not just at the top of the funnel.
Yes. While we provide standard models (first-touch, last-touch, multi-touch), you can create custom attribution models that match how your business thinks about influence. Toggle between models at any time.
Built on the Sirius Decisions framework, we track both individual lead journeys and complete buying group activities. This enables sophisticated account-based measurement while maintaining lead-level visibility.
The Integrous Analytics Platform works with Salesforce Enterprise Edition or higher. For marketing automation, we integrate seamlessly with Salesforce Pardot, Marketo, and Hubspot. Our platform is also compatible with all major tag management systems and analytics tools.
We work seamlessly with major MAPs including Salesforce Marketing Cloud Account Engagement (formerly Pardot), Marketo, and HubSpot. Our platform captures data directly from your forms while maintaining all your existing automation workflows.
Yes. While we provide comprehensive out-of-the-box analytics, we also make our data models available to your internal BI team for custom analysis and reporting.
Attribution and engagement data is processed in real-time. Cost data and other integrations are updated nightly. All dashboards refresh multiple times throughout the day.
We built our system for a cookieless world from day one. Our tracking captures detailed source information without relying on cookies or storing PII, ensuring CCPA and GDPR compliance while maintaining industry-leading accuracy.
Our managed package deploys in Salesforce in under a day. Full implementation, including tracking setup and dashboard customization, typically takes 4-6 weeks. Since our javascript tag deploys through your existing tag manager and we handle all the technical setup, your team can focus on what matters: using the insights to drive growth.
Minimal. We handle all the heavy lifting. You'll just need a Salesforce admin to install our package and access to your tag management system to deploy our JavaScript tag. No developers required.
None. We handle all data cleaning, normalization, and hierarchy creation. Our platform includes built-in tools for managing naming conventions, hierarchies, and custom dimensions.
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