Lead Source Framework

The business lacked a standardized lead source framework, resulting in inconsistent attribution, unreliable funnel reporting, and misalignment across teams. I led the design and implementation of a unified taxonomy and governance model that enforced accurate source assignment and enabled scalable, trustworthy reporting across inbound, outbound, and partner channels.

To establish consistency, I audited and mapped over 200 legacy lead source values across systems, exposing redundancies and misclassifications. I then designed a hierarchical taxonomy that supported both high-level reporting and granular channel visibility. Automated logic populated lead source fields based on form inputs, UTMs, referral URLs, and API data, eliminating manual intervention and improving accuracy at the source.

To sustain adoption, I embedded the framework into campaign workflows and intake forms, paired with documentation, enablement sessions, and governance tooling, including a custom Link Tracking Builder to standardize UTM usage and enforce compliance at scale.

✔️ Reduced lead source misclassification by 30% within three months
✔️ Unlocked reliable attribution reporting by channel, strengthening ROI and investment decisions
✔️ Enabled consistent funnel visibility and multi-channel performance tracking
✔️ Framework recognized with Lenovo’s Marketing Catalyst Award for advancing attribution integrity