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Predicting Failure: The Funnel That Warned Us But Was Ignored
Project type
Strategic Analytics & Revenue Intelligence
Role
Project Manager & Architect
Tech Stack
Lightning Step, Salesforce, Expensify, Excel, PostgresSQL, Power BI
We built a marketing funnel and revenue attribution model using Power BI, fed by Salesforce, Lightning Step, and Expensify. The dashboards clearly showed negative ROI on paid ads, flawed incentive structures, and a lead pipeline recycling readmits. Despite clear insights, leadership failed to act—contributing to the company’s eventual collapse.
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