Results at a Glance

• +691% increase in web traffic

• +196% improvement in lead quality

• +22% year-over-year growth in new customer acquisition

• +23% increase in cross-sell conversion

• +5% increase in customer lifetime value (CLV)

• +7% lift in Net Promoter Score (NPS)

All results were validated through funnel instrumentation, lifecycle attribution, and controlled experimentation.

Business Context

Startup Banking was facing intense competition from both major banks and fast-moving fintech challengers. Growth had plateaued in its most important segment:

• Pre-Series A through growth-stage startups

• Technology and life sciences founders

• Long sales cycles with weak early attribution

• Fragmented acquisition channels

• Legacy reporting focused on traffic and form fills, not revenue

Leadership needed more than brand lift. They needed proof of revenue causality and customer lifetime value growth.

My Role

As Lead Marketing Analytics for Startup Banking, I owned the performance and measurement systems behind growth:

• End-to-end acquisition funnel instrumentation

• Lead quality and lifecycle conversion modeling

• CRM-driven personalization and nurture measurement

• Multi-touch attribution and channel incrementality

• Cross-sell and upsell performance analytics

• CLV and cohort-based revenue modeling

• Executive-ready growth and ROI reporting

My responsibility was not creative direction—it was causal performance validation and revenue accountability.

Rebuilding the Measurement Foundation

The first step was correcting the analytical blind spots in the growth stack:

• Unified marketing, sales, and CRM data into a single performance model

• Rebuilt lead scoring around downstream funding and account activation, not form completions

• Segmented performance by:

  • Industry vertical

  • Fundraising stage

  • Founder maturity

  • Market density and geography

This eliminated the false signals caused by high-volume, low-monetization traffic.

Funnel & Nurture Experimentation System

We implemented a full-funnel experimentation framework focused on long-term value rather than immediate conversion rate:

• A/B testing of positioning by startup lifecycle stage

• Industry-specific nurture sequences

• Banker-assigned hyper-personalized outreach

• CRM-triggered upsell and cross-sell automation

Every experiment was evaluated across:

• Conversion velocity

• Funded account rate

• Product adoption depth

• Net change in customer lifetime value

This shifted the system from lead volume optimization to revenue optimization.

Acquisition Channel Optimization

Instead of allocating budget based on cost-per-click alone, we modeled:

• Channel contribution to funded accounts

• Assisted conversions across multi-touch journeys

• Revenue-weighted attribution by cohort

• Distinction between brand-generated demand vs. digital capture

This allowed us to reallocate spend based on incremental revenue efficiency, not proxy metrics.

What Changed Operationally

Before

• Traffic growth was disconnected from revenue

• Nurture programs were static and generic

• Sales attribution relied on last-touch reporting

After

• Geo- and industry-specific acquisition modeling

• CRM-driven personalization at scale

• Verified CLV attribution by channel and cohort

• Predictable cross-sell and upsell lift

Growth became systematic and repeatable, not campaign-dependent.

Strategic Impact

This program shifted internal decision-making from:

“We’re generating activity”
to
“We can prove incremental revenue at every stage.”

It directly enabled:

• Budget reallocation toward the highest CLV channels

• Sustained improvements in lead quality

• Long-term revenue durability instead of traffic-driven volatility

Core Analytics Capabilities Demonstrated

• Funnel instrumentation and lifecycle modeling

• Lead quality vs. volume optimization

• CLV and cohort revenue attribution

• Multi-touch performance measurement

• CRM-driven experimentation

• Conversion velocity analysis

• Monetization-first KPI design

For Founders and Hiring Managers

This case reflects how I operate in real growth environments:

• I don’t approve scaling without incrementality proof

• I treat CLV as a primary growth constraint

• I design systems that survive board-level scrutiny

• I optimize for durable revenue, not short-term wins

If you are building:

• A fintech or B2B SaaS growth engine

• A real experimentation culture

• Or a defensible attribution model for capital allocation

This is the exact framework I implement.

Measurement Integrity Note

All performance improvements reported above were validated through:

• Controlled experimentation

• CRM-attributed lifecycle modeling

• Cohort-based revenue analysis

No vanity metrics. No black-box attribution.