Turning attribution guesswork into revenue data investors could use
No shared answer to what actually worked
A fleet-management SaaS company on an IPO track had a basic problem: sales and marketing couldn't agree on which touchpoints, across which channels, actually deserved credit for a conversion. There was no multi-touch attribution model in place to settle it, and no tooling built that could support one.
Without a shared, defensible answer to "what worked," marketing couldn't show leadership what its spend was actually producing, and the company couldn't put reliable top-of-funnel numbers in front of the people it would eventually need to answer to as a public company.
A custom object that defines the conversion, not just reports it
Stone Meridian built a custom object in Salesforce to do three things: define what actually counts as a conversion, track timestamps across every touch type and source so nothing gets lost between systems, and credit the correct campaign records so the numbers roll up correctly.
That gave the company a real multi-touch attribution model in place of a patchwork of assumptions, and it connected directly into the campaign influence reporting the marketing team was already trying to use.
Stone Meridian evaluates attribution builds the same way we score every RevOps Health Score: whether revenue is modeled as a defined system with real inputs and outputs, grounded in standardized data, instead of guesswork dressed up as insight. That's the standard the custom Salesforce object was built to meet.
From an argument to a number leadership trusts
Marketing went from unable to demonstrate ROI to leadership, to able to prove its contribution and justify additional budget and investment, backed by numbers rather than argument. As the company continues preparing for its IPO, it can now hand investors accurate, initiative-level revenue data on top-of-funnel performance.
The scrutiny a public company's numbers have to survive
Companies heading toward an IPO get evaluated on more than growth. Insight Partners, which works with late-stage companies on IPO readiness, says it plainly: public markets "are not kind when companies miss targets soon after IPO," and the systems producing those numbers need to hold up to investor scrutiny well before the roadshow starts, often a year or more ahead of the actual listing. A 2026 EquityZen analysis of the IPO market makes the same point about infrastructure specifically: late-stage companies have to show their systems can survive the kind of examination a public company gets, backed by forecasting investors can rely on rather than take on faith.
That's the gap Stone Meridian's rebuild closed for this fleet-management company. A custom object that defines what counts as a conversion and tracks it by timestamp and source is built to survive that scrutiny, not fall apart the first time an investor asks where a number came from. The same data that let marketing finally prove its ROI to leadership is what can now sit in front of the people deciding whether to fund the company's next round of growth.
Sources: Insight Partners, IPO readiness guidance (2021); EquityZen, IPO market analysis (2026).
Six months after the rebuild, the company moved onto Stone Meridian's ASCENT program.