The first 30 days
We map how deals flow through direct sales, distributors and contractors, add partner and channel fields to opportunities and agree how partner-closed pipeline is credited.
RevOps and marketing attribution for industrial technology and manufacturing companies
In short
PlanConversion, a Montreal-based B2B demand and revenue generation agency, runs RevOps and marketing attribution for industrial technology and manufacturing companies. When distributors and contractors close many deals, direct attribution undercounts marketing and budgets get cut for the wrong reasons.
We set up partner and channel fields, opportunity sourcing and reporting that credits partner-closed pipeline. Programs are measured on pipeline and revenue reporting leadership and finance accept. Client work in this industry includes ABB Canada.
Last updated
Trusted by enterprise B2B teams
Founder’s in-house leadership as Director of Revenue Growth
Our point of view
What works in industrial technology and manufacturing
When distributors and contractors close many deals, direct attribution undercounts marketing and budgets get cut for the wrong reasons. We set up partner and channel fields, opportunity sourcing and reporting that credits partner-closed pipeline.
Avoid this
The most common mistake
Judging marketing only on direct deals when distributors and contractors close a large share of the business. Budgets get cut for programs that actually work.
Plays
What we run for industrial technology and manufacturing teams
Partner source fields
Distributor and contractor captured on every opportunity.
Segment and region reporting
Pipeline by vertical, region and channel.
Offline conversion feedback
Qualified deals sent back to Google and LinkedIn.
The first month
How we start
Leading indicator to watch
Partner-closed pipeline traced to a marketing source, next to direct pipeline.
How the program runs
An engagement starts with an audit of the CRM, forms, tracking and reports, then stage definitions agreed with sales and finance. Fixes are made in your own systems, documented and handed to your team. The full RevOps service page lists every deliverable.
Who we reach
The buying committee
- Design and project engineers
- Plant and operations leaders
- Electrical contractors and distributors
- Procurement and sourcing
Demand flows through partners
Distributors and contractors close many deals, so direct attribution undercounts marketing.
Technical buyers research alone
Engineers compare specifications long before they talk to sales.
Many products, many segments
Large catalogues need clear priorities by segment, region and margin.
Official Demandbase partner
Demandbase programsWe implement and run Demandbase for enterprise ABM
As an official Demandbase partner we operate the platform end to end, connect it to your CRM and report on pipeline, not impressions.
Proof
Results from comparable programs
Anonymized / Enterprise software42% more qualified pipeline in six months for an enterprise software company42%lift in qualified pipeline within 6 months$40M+pipeline influenced by the engagement3xSQL volume from paid channelsRead the case study →KNIME / Data analytics softwareKNIME case study: 51% lower cost per lead with paid media accountable to pipeline51%lower cost per lead, with lead volume holding steady9 in 10leads meeting the client quality standard, verified in the CRM77%of qualified search leads from purpose-built landing pagesRead the case study →Worked example / Enterprise B2B technologyFrom paid spend to revenue: $600K of media, $7.2M of attributed pipeline12:1pipeline-to-spend$7.2Mmarketing-sourced pipeline attributed through to the CRM$1.9Mclosed-won revenue in period, fully attributedRead the case study →
PlanConversion went beyond flagging a misfiring tracking tag. They brought the fix and a forward-looking testing plan to keep our tracking reliable.
Pipeline quality and win rates improved within a quarter. We finally had one connected demand engine with shared metrics.
Recommendations
What senior leaders say about our founder, Hojabr Sattari
Recommendations for our founder, written by executives, peers and team members on LinkedIn. Read all 14 recommendations
Babak VarjavandiCEOManaged Hojabr directlyI am delighted to recommend Hojabr, who I worked with when he was our Sr. Manager of Marketing. Because of him we had a remarkable increase in our web presence, thanks to his expertise in digital marketing. As the CEO, I’ve closely observed Hojabr’s positive impact on our team. He encourages creativity and innovation, making him not only a great leader but also a catalyst for our success.
Amanda MillerGlobal Revenue Marketing Executive and Growth StrategistManaged Hojabr directlyWorking with Hojabr has been nothing short of inspiring. As Director of Digital Strategy & Experience, he has revolutionized our digital presence, transforming our website into a customer-centric, high-performing platform that delivers measurable business impact. Hojabr’s no-nonsense approach, combined with his relentless drive to achieve results, sets him apart as a true leader who gets things done, fast and effectively. His ability to tackle complex challenges, like integrating SEO in-house and resolving large-scale technical issues, reflects his strategic mindset and unwavering commitment to excellence.
What truly makes Hojabr exceptional is his leadership. He has not only elevated his own team, unlocking potential and delivering performance I’ve never seen before, but has also mentored across the marketing organization, raising the bar for everyone he works with. His sharp focus on delivering value, both from internal teams and external agencies, ensures that every dollar spent drives meaningful outcomes. Hojabr’s cross-functional collaboration and experimental, data-driven approach are driving results that impact the entire company, and his work is a cornerstone of our digital and revenue success.
If you’re looking for someone who combines vision, execution, and the ability to lead others to greatness, Hojabr is the person you want on your team. I’m proud to work alongside him and excited to see the incredible impact he will continue to make.
Recommendations written on LinkedIn about our founder, Hojabr Sattari, mostly from his previous in-house leadership roles. Lightly edited for punctuation and to remove company names. Titles are each person’s current LinkedIn headline. They describe Hojabr’s work, not specific PlanConversion client engagements. View on LinkedIn
Keep exploring
Related pages
ServiceThe full RevOps serviceScope, deliverables, pricing and how the program runs.IndustryOverview: Industrial technology and manufacturingBuyers, channels and compliance notes for this industry.BenchmarkB2B buying journey benchmarksSourced 2026 figures and what we would do about them.By cityRevOps in ChicagoRevOps agency in Chicago: lifecycle stages, CRM hygiene, source tracking and marketing attribution that leadership and finance accept, built in your own CRM.By cityRevOps in MontrealRevOps agency in Montreal: lifecycle stages, CRM hygiene, source tracking and marketing attribution that leadership and finance accept, built in your own CRM.By cityRevOps in TorontoRevOps agency in Toronto: lifecycle stages, CRM hygiene, source tracking and marketing attribution that leadership and finance accept, built in your own CRM.Same industryABM for industrial technology and manufacturingABM for industrial technology and manufacturing companies: segment ABM by application, site-level buying groups, distributor coordination, measured on engaged accounts, meetings, opportunities and pipeline by account.Same industryGoogle Ads for industrial technology and manufacturingGoogle Ads for industrial technology and manufacturing companies: specification-intent campaigns, support and parts exclusions, partner-aware conversions, measured on qualified leads, opportunities and pipeline value from the CRM.Same industryLinkedIn Ads for industrial technology and manufacturingLinkedIn Ads for industrial technology and manufacturing companies: function and skill targeting, technical document ads, segment retargeting, measured on engaged accounts, meetings and pipeline.
Other industries data and analytics software · enterprise SaaS · financial technology · healthcare technology · logistics and distribution · educational technology · cybersecurity · AI and machine learning · marketing technology and analytics
FAQ
RevOps for industrial technology and manufacturing
What does RevOps for industrial technology and manufacturing companies involve?
When distributors and contractors close many deals, direct attribution undercounts marketing and budgets get cut for the wrong reasons. We set up partner and channel fields, opportunity sourcing and reporting that credits partner-closed pipeline. The core plays are partner source fields, segment and region reporting, offline conversion feedback.
Who do you reach with RevOps in industrial technology and manufacturing?
The roles that shape the decision: design and project engineers, plant and operations leaders, electrical contractors and distributors, procurement and sourcing.
What is the most common RevOps mistake in industrial technology and manufacturing?
Judging marketing only on direct deals when distributors and contractors close a large share of the business. Budgets get cut for programs that actually work.
How is RevOps for industrial technology and manufacturing measured?
On pipeline and revenue reporting leadership and finance accept, reported from your CRM. The leading indicator we watch first: partner-closed pipeline traced to a marketing source, next to direct pipeline.
How much does RevOps for industrial technology and manufacturing companies cost?
At PlanConversion, RevOps programs are scoped to your accounts, goals and budget after a free 30-minute pipeline plan, and confirmed in your proposal. When a program includes paid media, management is 15% of monthly ad spend up to $50K, 12% from $50K to $200K and 10% above $200K, with no media markup.