Marketing

Know what the numbers mean before you move the budget.

Reconcile advertising actions with equal-age sales outcomes before releasing an additional campaign-spend tranche.

Demand generation, marketing operations, and RevOps

Acquisition Evidence WorkbenchFictional data

What the report counts

Baseline

120

Demo requests

Recent

160

80 demo + 80 download

Reported CPA

$200 → $150

Comparable demo CPA

$200 → $300

Budget review

Hold +$6,000

Existing $24,000 allocation unchanged. Day-21 outcomes remain incomplete.

Evidence: cfg-0831-02 · cohort run r17

The question

“Our reported CPA fell from $200 to $150. Sales says volume is down. Check the $6,000 increase before we approve it.”

Advertising and CRM systems remain authoritative. This illustrative workflow reads approved exports and makes no campaign change.

Check what the campaign is really counting.

The headline report mixes demo requests with a new guide-download action. Keep the raw report, then expose the comparable action beneath it.

Useful result

Reported CPA improves 25%; comparable demo CPA moves from $200 to $300.

Compare leads at the same point in the journey.

RevOps validates acquisition-time eligibility and sales acceptance after the same seven-day follow-up window.

Useful result

60 recent eligible prospects; 18 accepted by day 7. Day-21 remains incomplete.

Make the next budget decision with the limits in view.

The budget owner receives the finding, source versions, and unresolved questions without granting an agent spending authority.

Useful result

The increase is held; no incremental-return claim and no live campaign mutation.

The evidence behind the result.

Numbers stay connected to their definitions, source records, and limits.

Reported CPA

$200 → $150

All conversions

Comparable demo CPA

$200 → $300

Same action definition

Day-7 acceptance

30% → 30%

30/100 vs 18/60

Incremental reserve

$6,000 held

Existing allocation unchanged

Inspect the source trail.

This demonstration uses internally consistent fictional fixtures. It is not a customer result or live external execution.

cfg-0831-02: guide_download begins reporting on 31 August

80 submissions − 12 repeats − 8 existing customers = 60 eligible

ev-0901-022: accepted after 9 days; outside the day-7 numerator

The work moves. Responsibility stays clear.

Originates

Performance Marketing

Contributes

RevOps

Decides

Budget owner

Decision remains with people

Hold the additional $6,000. Keep the current $24,000 allocation unchanged.

Bring a real marketing workflow.

See how Prajvis could create useful functionality around the way your team already works.

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