The Challenge
Bupa Global Latin America (BGLA) is a leading international private medical insurance provider in LATAM, serving individuals, corporate clients, and small to medium-sized enterprises. Last year, BGLA identified a variation of approximately 30% between manually calculated and automatically reported conversion rates from leads to opportunities. This discrepancy highlighted the need for a more reliable reporting framework to accurately calculate cost per lead and assess how marketing activity contributes to sales.
This is broader issue affecting many B2B organizations, where lead-based and manual reporting models fail to accurately represent marketing’s contribution to pipeline and revenue.
Paid campaigns generated leads for BGLA which were captured in HubSpot and managed in a separate CRM. Without integration, marketing spend and lead data remained siloed. Calculating CPL and ROAS was laborious and error prone. This process led to inaccuracies, reduced confidence in reporting, and measurable opportunity costs.
Manual calculations were estimated to require approximately 200 hours per year, equating over $6,000 in agency costs and $12,000 in internal staff costs. In addition, bespoke calculations across multiple data sources resulted in fragmented reporting and excessive manual effort each month.
The Objective
BGLA’s objective was to establish a single, automated, and trustworthy reporting framework that could clearly demonstrate marketing’s impact on sales. Specifically, the company aimed to:
- Connect marketing investment data with the full lifecycle of sales leads generated by campaigns.
- Provide reliable metrics such as cost per lead, cost per opportunity, and cost per acquisition to support optimization and profitability.
- Measure the impact of marketing activities on Won Opportunities and revenue.
- Align Marketing and Sales through shared definitions, consistent metrics, and unified visibility.
- Replace manual reporting with automated dashboards and recurring insights to reduce operational effort.
The overarching goal was to demonstrate marketing’s contribution to actual sales outcomes in a health insurance context, where sales teams manage and convert digital leads.
The Solution
1. Strengthening marketing and sales data foundations
A comprehensive audit was conducted on the marketing automation system and sales CRM systems:
- Data structures were reviewed, invalid or inconsistent fields corrected, synchronization rules clarified, and lifecycle definitions standardized.
- Legacy workflows causing incorrect updates were revised, and new fields were introduced to support revenue reporting.
This work established a clean, well-documented foundation for accurate reporting. To maintain data quality over time, BGLA implemented weekly data checks and quarterly reviews of a shared glossary of terms, ensuring consistency and ongoing governance.
2. Ensuring reliable synchronisation between platforms
The integration logic between marketing and sales systems was refined to ensure consistent and traceable data flow.
- Qualified leads were reliably transferred to the sales pipeline and sales-generated opportunities were reflected back in the marketing environment.
- Synchronization errors became visible, and duplicate or unmatched records were minimized through improved identification rules.
This resulted in a stable and transparent connection between platforms.
3. Unifying campaign performance with lead lifecycle data
Funnel was used as the integration layer. Leveraging our certified partnership, we were able to:
- Harmonize naming conventions across channels.
- Build shared dimensions and metrics.
- Accurately attribute cost, performance, and revenue to campaigns, countries, and products.
This granted an end-to-end view of performance:
marketing investment → lead creation → opportunity → revenue
4. A single reporting environment
We developed an automated dashboard to provide unified visibility into marketing investment, lead volume and quality, cost efficiency metrics (CPL, CPO, CPA), pipeline performance, marketing-attributed revenue, and data quality status.
This reporting environment enabled faster, better-informed decisions, including budget reallocation toward higher-performing markets and increased focus on products with stronger conversion rates. The dashboard supports both high-level oversight and detailed analysis for operational and strategic use.
The Impact
- Reliable attribution from marketing to sales: The journey from campaign engagement to policy won can be measured consistently.
- Accurate cost and revenue metrics: CPL, CPO, CPA, revenue, and ROAS are now calculated reliably, replacing manual and inconsistent analysis.
- Strong data governance: Clear definitions and documented processes ensure sustained data quality.
- Efficiency gains across teams: Automated reporting significantly reduced manual effort and enabled faster, deeper analysis.
- Improved Marketing and Sales alignment: A shared source of truth strengthened collaboration, decision-making, and confidence in performance data.
“Having trustworthy data has completely changed how we understand the real performance of our campaigns. Today, we analyze the pipeline with precision, make faster decisions, and leave behind manual processes that drain focus and time. This reporting framework has given us the visibility we needed to consistently connect marketing with sales.”
Alexei Ibarra Head of Marketing & Brand, Bupa Global Latin America