Phase 01 of 04
Reconcile
The first phase. Nothing else starts before it.
Reconciliation is a fixed-scope diagnostic that compares what your CRM recorded, what your analytics captured, and what your ad platforms claimed, then quantifies the gap between them. It produces a written finding: which numbers can be trusted today, which cannot, and what it would take to fix the ones that cannot. It runs before any build, because scoping a build against data nobody has inspected is guesswork with an invoice attached.
Written against three questions
- 01
Which channels produced closed revenue last quarter, not leads.
- 02
What a customer actually costs, by channel, against what the platform claims.
- 03
Which of the leads you paid for turned out to be real.
Those three are the defaults. Yours get agreed in writing before any clock starts, and the engagement is graded against the agreed three rather than against a deliverable list.
Someone asks what marketing returned last quarter. Three people produce three answers from three systems. The meeting ends without a decision.
The work
What this phase does
- 01
Compare closed revenue in the CRM against what the ad platforms reported causing
- 02
Inspect what the site is actually recording, against what it was supposed to record
- 03
Quantify the gap in dollars rather than describing it in adjectives
- 04
State plainly which of your questions your data can answer today, and which it cannot yet
Outcome
A number for how far apart your systems are, and a written answer on whether the questions you care about are answerable at all.
What buyers ask
Why is this paid rather than a free audit?
Because a free audit is a sales call wearing a costume, and both sides know it. This produces a document you keep whether or not anything else happens. It is also the step that decides whether the build can be quoted at a fixed scope at all, so it is doing real underwriting instead of qualifying you.
What if the answer is that our data is a mess?
That is a common finding and it is still the deliverable. Knowing which questions you cannot currently answer, and what it would cost to change that, is more useful than a confident number built on nothing.
How much access do you need?
Read access to the ad accounts, the analytics property, the tag container, and enough of the CRM to see closed revenue by source. Nothing is changed during this step.
Start with a reconciliation
Send your site, your ad accounts, and what you spend. You get back a written finding on where your systems disagree, by how much, and which of your questions the data can answer today.
- Cost
- Fixed scope
- Turnaround
- Within ten business days