Start with a shared revenue definition
Decide which events count as pipeline, booked revenue, collected revenue, expansion, and returns. A shared definition prevents each platform from reporting a different answer.
Connect the full journey
Pair revenue outcomes with source, campaign, content, calls, and lifecycle milestones. This makes reports useful for decisions instead of retrospective scorekeeping.
Design reports for the decision
An executive report should answer what changed and what to do next. A channel report should explain quality, contribution, and return—not just clicks or leads.