The Challenge: The marketing team desired a comprehensive view of funnel performance, so they could confidently attribute revenue to better optimize processes and investments. TripActions SVP of Growth and Systems, Ryan Schwartz, has been a thought leader for advanced marketing and sales technology stacks for nearly 15 years. He knows the need for a comprehensive understanding of funnel performance is imperative, including attribution and opportunity sourcing data, a way to track campaign performance over time, and the ability to compare results across campaigns and teams. Prior to implementing Full Circle Insights, the team had been using a hybrid solution built on the CRM system as well as basic funnel and attribution tools from other technologies in their stack, but Schwart

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