Know which campaigns actually work
Roll every channel up into the integrated campaign it belongs to, score each program on pipeline instead of opens, and get clear keep, optimize, and stop calls, even when campaign membership is incomplete.
Campaign portfolio · last 12 months
$6.4M
pipeline influenced
18
campaigns scored
5.2×
pipeline per $ spent
Field events
top program
Every program scored down the funnel on pipeline, not opens.
Score every campaign on pipeline, not opens
Open rates and click counts don't tell you which campaigns earned their budget. Use Upside to give each campaign a scorecard that runs all the way down the funnel: members, qualified leads, opps created, opps that moved to a real stage, pipeline originated, and revenue won, so you can see what a program actually contributed instead of how many people opened an email.
Spring Launch
Scored on pipelineOpen rate: 41% not how this campaign is graded
Roll every channel up into one integrated campaign
Real campaigns run across email, events, paid, and content at once, but your MAP and CRM report each channel in its own silo. Upside enables you to roll those channels up into the integrated program they belong to, then drill into any single channel's contribution underneath it. You get the program-level number for planning and the channel-level detail for optimization, in the same view.
One integrated program
Q2 Demand Program
$2.4MChannels rolled into one program, each still drillable.
Compare programs side by side
Deciding where next quarter's budget goes means comparing programs fairly, not reading six different dashboards. Use Upside to put every campaign in one comparison: pipeline per program, cost efficiency, and how far each one pushed deals, so the strongest programs are obvious and the underperformers have nowhere to hide.
Programs · pipeline vs cost
Field events win the quadrant: most pipeline, lowest cost.
Keep, optimize, or stop, from two years of evidence
Most teams cut campaigns on a hunch the week budgets are due. Build a miniapp on the Upside MCP to run a multi-year retrospective on every campaign and get a verdict for each (keep, optimize, or stop) based on real engagement and the pipeline it influenced afterward, not the activity it generated in the moment. A defensible answer you can take into the budget conversation.
Keep / optimize / stop · 2-year view
Field events
$1.1M influenced · 20× pipeline per opp
Webinar series
Strong top-funnel, weak late-stage
Tradeshow booth
$0 sourced across 6 quarters
See it in action
A working miniapp on representative data, embedded right here. Scroll it, click through it, then open the full example.
“The challenge we were trying to solve was essentially annual planning, getting a good sense of where our pipeline was coming from, where to double down as we were thinking about budget allocation for the year ahead.”
What you get when campaign performance is measurable
What Upside unlocks
Move spend toward the programs that actually originate and accelerate pipeline. The kind of reallocation you can only justify when every campaign is scored the same way, all the way to revenue.
Stop stitching email, events, paid, and content together by hand. Each program rolls up into one number, with the channel detail still underneath when you need to optimize.
Cut and double down based on a multi-year view of what each campaign influenced, instead of guessing the week the budget is due.
“I had the data to make the case: double down on events. We could see the impact these conversations were having on our bottom line and made the case to invest more.”
“This level of granularity was simply not feasible before. We can compare, like, do we have better luck in New York vs. Minneapolis. Is it worth going back to Minneapolis next year?”
Related use cases
Roll channels into the program they belong to and track members, qualified leads, opps, pipeline, and won revenue per program and per channel in one view.
A multi-year verdict on every campaign, based on post-engagement pipeline influence rather than in-the-moment activity.
Once campaigns are scored, attribute the full multi-touch journey behind them on one clean foundation, out of the box or modeled your way.
Bring events into the same campaign comparison, including the in-cycle influence and referral effects your CRM never credited.
Frequently asked questions
How is this different from our marketing automation's campaign reports?
Those reports count members, opens, and clicks. Upside scores each campaign on what it actually contributed to pipeline and revenue, rolls fragmented channels into the integrated program they belong to, and still credits a campaign when membership is incomplete.
What if our campaign membership is messy or incomplete?
That's expected. Upside reconstructs who really engaged from emails, meeting invites, and call transcripts, so a campaign still gets credit even when the list upload was late or never happened.
Stop guessing which campaigns to cut
See your real campaign performance on your own data in a 30-minute walkthrough.