Case Study B2B Scale-up

Connecting Marketing Activity to Revenue
for a B2B Technology Scale-up

How a fast-growing B2B SaaS business reduced customer acquisition cost by 47%, improved lead-to-close rates, and built the commercial reporting infrastructure its investors required.

Overview

The Brief

A B2B technology business in the Series A growth phase had invested significantly in marketing across multiple channels. The business was generating leads but faced two compounding problems: it could not reliably attribute revenue to specific marketing activity, and the cost of acquiring new customers was rising faster than revenue.

With investors asking for clearer evidence of acquisition efficiency and a board requiring commercial-level reporting on marketing ROI, the pressure to resolve the attribution and cost challenges was significant.

Better Stronger was engaged to restructure the acquisition system, reduce customer acquisition cost, and build the commercial reporting infrastructure that gave both leadership and investors the visibility they required.

SectorB2B Technology / SaaS

MarketUK and Europe

StageSeries A, post-investment

EngagementEnhancement Program and Strategic Partnership

PriorityAttribution, CAC reduction, investor reporting

The Challenge

Three Interconnected Acquisition Problems

The challenges were structural rather than tactical. More budget and more campaigns had not resolved the underlying issues, and the leadership team recognised that a different approach was required.

No reliable attribution: Marketing investment was spread across paid search, content, outbound, and events, but the business could not accurately attribute revenue or pipeline to specific channels or campaigns. Decisions were being made on incomplete data.

Rising customer acquisition cost: CAC had increased quarter-on-quarter despite growing marketing investment. The relationship between budget and output was not understood well enough to identify where inefficiencies were concentrated.

Sales and marketing misalignment: Marketing was optimising for lead volume. Sales was measuring close rate and deal size. Neither team had a shared commercial framework, and the friction between them was costing qualified pipeline.

Better Stronger's Contribution

A Four-Phase Commercial Acquisition Restructure

Phase 01

Acquisition Audit

A full review of all acquisition channels, campaign performance, CRM data quality, and conversion rates across the entire pipeline. This identified where CAC was concentrated, where leads were being lost, and where attribution was unreliable.

Phase 02

ii.

Attribution Infrastructure

A robust attribution framework was implemented, connecting marketing activity to pipeline stages and closed revenue for the first time. This gave the business the commercial reporting its investors required and the decision-making data its leadership needed.

Phase 03

iii.

Sales and Marketing Alignment

A shared commercial framework was established between marketing and sales, including a unified definition of a qualified lead, agreed pipeline stages, and joint review processes that held both teams accountable to the same revenue outcomes.

Phase 04

iv.

CAC Optimisation

With reliable attribution in place, budget was reallocated away from high-cost, low-converting channels toward the acquisition activity with the strongest commercial return. Channel mix was restructured and campaign targeting tightened against ideal customer profile data.

Results and Impact

CAC Reduced by 47% and Full Attribution Achieved Within 12 Months

The engagement produced the three commercial outcomes the business had set as priorities: a significant reduction in customer acquisition cost, a reliable attribution model connecting marketing to revenue, and a shared commercial framework that aligned marketing and sales activity.

The investor reporting impact was immediate. The business could present a credible, commercially grounded view of acquisition efficiency at board level for the first time, supporting the case for continued investment in the channels producing the strongest returns.

Customer acquisition cost-47%

Lead-to-close conversion rate+2.8x

Revenue attribution coverage100%

Marketing-qualified lead quality score+61%

"For the first time we could walk into a board meeting and show exactly which acquisition activity was generating revenue. The attribution framework Better Stronger built changed how we made every commercial decision."

CEO, B2B Technology Scale-up

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