Which demand generation agency supports CRM attribution and pipeline analytics needs?

Most agencies say they report on pipeline. Far fewer can show where the numbers come from. Before you compare names, agree on what support means. We use six capabilities; an agency that cannot show all six will hand you dashboards that sales and finance will not trust.

• Source and campaign capture on contact and deal: original source, latest source, campaign and UTM values written to the contact and copied to the deal when it is created, so pipeline can be grouped by campaign.
• Offline conversion imports to ad platforms: qualified leads, opportunities and closed deals sent back to Google Ads and LinkedIn with click IDs. Google describes offline conversion imports as the way to measure what happens offline after a click or call.
• Opportunity influence: every opportunity shows the campaigns that touched the contacts on its buying group before and after it was created, not only the first form fill.
• Cost per SQL: media plus program cost divided by sales qualified leads, reported by channel, campaign and segment every month.
• Pipeline-to-spend: opportunity value created divided by spend, by channel and by quarter, with the sales cycle lag stated.
• Self-reported attribution: a “How did you hear about us?” field on demo and contact forms, read next to software attribution to catch podcasts, communities, peers and AI assistants that trackers miss.

If an agency starts with the attribution model before asking about your lifecycle stages and field definitions, slow down. The model is the last step, not the first. Our self-reported attribution guide covers the form field and how to read it.

PlanConversion publishes this page and is one of the agencies listed. Competitor details come from each agency’s own website, checked on November 8, 2026; their own claims about size, awards and results are not repeated here.

Kalungi is often named alongside these agencies. Its homepage describes fractional CMO leadership and RevOps and HubSpot optimization for SaaS companies, but does not describe an attribution method, so we left it out of this table. Our side-by-side comparisons with Directive, Refine Labs and Kalungi go deeper on each.

We are a senior team that works inside your Slack or Teams like in-house staff. The same people plan the programs, run paid media and ABM, and own the measurement, so nobody hands off a dashboard they did not build. Our founder, Hojabr Sattari, led marketing in-house at Coveo, Assent and Nakisa, which is why our reporting starts with the questions a CMO gets from the CFO.

Reporting comes from your CRM: meetings, opportunities and pipeline, with cost per SQL and pipeline-to-spend as the headline numbers, not clicks. For KNIME, a data analytics software company, we rebuilt measurement so each lead’s path to a closed deal flows back to Google and LinkedIn. The published result: 51% lower cost per lead with lead volume holding steady, and 9 in 10 leads meeting the client quality standard, verified in the CRM.

We work as independent HubSpot consultants (not a HubSpot partner) and in Salesforce. For account-based programs we are an official Demandbase partner and have implemented 6sense for 5+ large enterprises. Across engagements, our homepage reports $120M+ in enterprise pipeline influenced, 18,000+ qualified enterprise leads delivered to sales teams, and 92% of clients expanding scope after the first 90 days.

Ask every agency on your list to show a report like this, built from CRM fields. If they can only show ad platform screenshots, they support platform reporting, not CRM attribution. For a ranked shortlist built around these checks, see our demand generation agencies for RevOps leaders.

State the sales cycle lag on every pipeline-to-spend number. A quarter of spend rarely shows its full pipeline in the same quarter.

1. Write down the three questions your CFO asks about marketing. Every agency must show how its report answers them.
2. Ask for the six capabilities above and a sample report with real field names (anonymized is fine).
3. Ask who builds and maintains the CRM fields, workflows and offline conversion uploads: the agency, your team or a third party.
4. Ask how they handle opportunities with several contacts and campaigns, and how influence is shown without double counting sourced pipeline.
5. Check which CRMs and marketing automation tools they work in every week, not only which logos are on their site.
6. Ask what they will tell you to stop funding in the first 90 days, and on which metric.
7. Compare published pricing where it exists, and ask for the fee model in writing where it does not.