If you’ve found our site and are reading this article you likely understand the importance of effective marketing in driving sales and securing new jobs. However, the challenge lies in determining whether your marketing efforts are actually generating tangible results. Without this knowledge, you’re essentially flying blind, unsure of which channels are driving revenue and which ones are falling short. In this article, we’ll explore the crucial aspect of tracking and closing the marketing and sales loop and how the right customer relationship management (CRM) system can provide invaluable attribution from first touch to final sale.

Measuring the Effectiveness of Your Marketing Efforts

With a softening market, uncertain economy, and increasingly competitive landscape for stone companies. It’s crucial to have a solid understanding of your return on investment (ROI) and which marketing channels are delivering the best results. Without accurate data and insights, you may be allocating resources to marketing channels that are not driving revenue while neglecting the ones that have the potential to scale your business.
Tracking and attributing sales to specific marketing efforts can be a complex process, especially in an industry with as much complexity as stone and countertop fabrication. However, it’s not an impossible task. By implementing the right tools and strategies, you can gain visibility into the performance of your marketing campaigns and make data-driven decisions to improve your sales and grow your business.

Identifying the Marketing Channels Driving Revenue

To identify which marketing channels are driving revenue for your stone fabrication business, you need to track and measure the performance of each channel. One option (that does require you to be tech savvy) is to start by implementing tracking mechanisms such as UTM parameters and conversion pixels to monitor the effectiveness of your digital marketing campaigns. This will enable you to attribute sales and job acquisitions to specific channels such as search engine marketing (SEM), social media advertising, email marketing, and website referrals.
Another option, and the one our client’s leverage, is to use a comprehensive CRM system that has robust tracking capabilities. By integrating your CRM with your marketing tools, you can gain valuable insights into which channels are generating the most leads and converting into jobs. For example, you can see the lead lifecycle of a prospect who requests a quote from a Google Ad and ends up visiting inventory pages, to later convert into a $25,000 kitchen countertop project. The CRM will provide reporting on the ROI of your advertising campaigns. This data will empower you to make informed decisions about scaling the channels that deliver strong results while optimizing or reallocating resources from underperforming channels.

Closing the Loop with the Right CRM

A CRM system serves as the central hub for managing customer interactions and tracking the entire marketing and sales process. When selecting a CRM for your stone fabrication business, it’s important to choose one that offers sophisticated tracking and attribution capabilities. Look for features such as lead source tracking, campaign management, and pipeline visibility.
Lead source tracking allows you to attribute leads and customers to specific marketing channels, providing insights into which channels are driving the most revenue. By understanding which marketing efforts are attracting the most qualified leads, you can tailor your strategies to focus on those channels and allocate your marketing budget more effectively.
Campaign management features within a CRM enable you to track the performance of individual marketing campaigns and initiatives. With this functionality, you can assess the success of your marketing efforts, identify areas for improvement, and fine-tune your strategies for maximum impact.
Pipeline visibility is another crucial aspect of a CRM system. It allows you to track the progress of leads and opportunities from initial contact to final sale, providing a complete view of your sales cycle. By integrating your marketing and sales data, you can identify the touchpoints that are most influential in converting leads to customers and adjust your marketing tactics accordingly.

Optimizing Your Marketing Strategy Based on Attribution Data

Once you have implemented a CRM system that provides comprehensive attribution data, it’s time to optimize your marketing strategy based on the insights gained. Use the attribution data to identify which touchpoints and marketing efforts are most influential in driving conversions and revenue. This information will guide you in making data-driven decisions to improve your marketing campaigns and maximize your ROI.
For example, if you find that a significant portion of your revenue is coming from Google Ads, consider testing new campaigns and scaling your current campaigns with an increased ad spend. Alternatively, if it’s your Facebook advertising campaigns that are consistently generating high-quality leads, allocate more resources to optimize and scale those efforts.


As an owner or sales manager of a stone fabrication shop or company, it’s crucial to have a clear understanding of whether your marketing efforts are generating sales and jobs. By implementing the right CRM system and tracking mechanisms, you can effectively measure the performance of your marketing campaigns and attribute revenue to specific channels. Armed with this data, you can make informed decisions to optimize your marketing strategy, scale the channels that deliver strong results, and maximize your overall business growth. Don’t fly blind—take control of your marketing and sales loop today!
Stone Fabricator Elite is a new business development and sales improvement agency. Our flagship program includes providing end-to-end CRM implementation, full onboarding, support, and monitoring to ensure sales teams are effectively using the tool and that the shops see a measurable improvement in sales.
If you’d like more information about the CRM that powers our client’s sales you can email us directly at info@stonefabricatorelite.com for more information.