Thursday, August 21, 2025

Connect Your CRM to Spectacle - Complete Marketing Attribution

Vincent Gaemers
General News
Interface screenshot demonstrating the connection process between Spectacle marketing attribution platform and HubSpot CRM

Connect Your CRM to Marketing Attribution: Complete Integration Guide

Your CRM holds the most valuable data in your business: which prospects convert, what deals close, and how much revenue each customer generates. But without connecting CRM data to marketing attribution, you're missing the full picture of what drives growth.

Most marketers track leads and conversions, but lose sight of actual revenue. A campaign might generate 100 MQLs that never convert to paying customers, whilst another brings just 10 leads that turn into your biggest deals. Without CRM integration, you can't tell the difference.

Spectacle connects your CRM directly to marketing attribution, showing which campaigns drive real revenue, not just activity.

Why CRM Integration Transforms Attribution

The attribution gap: Marketing platforms track clicks and conversions. CRMs track leads and deals. Neither system shows the complete journey from first ad click to final invoice.

This gap creates expensive blind spots:

  • You optimise for lead volume instead of deal quality

  • Sales teams can't see which marketing sources bring the best prospects

  • Budget gets allocated to campaigns that generate activity, not revenue

  • Long B2B sales cycles make it impossible to connect marketing spend to actual results

CRM integration fixes this by connecting every deal in your pipeline to the marketing touchpoints that influenced it.

Supported CRM Integrations

HubSpot Integration

What syncs: Contact properties, deal stages, revenue data, lifecycle stages, and custom properties. Spectacle automatically imports deal values and close dates.

Key benefits:

  • Track which campaigns influence deals at each stage

  • See marketing attribution for both Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs)

  • Connect HubSpot revenue to Google Ads, Facebook, and other ad platforms

  • Automatic audience syncing based on deal stages and revenue

Setup: One-click connection through your workspace settings. No API configuration needed.

ActiveCampaign Integration

What syncs: Contact events, account data, deal progression, and custom field properties. Real-time webhook integration captures all CRM activities automatically.

Key benefits:

  • Automatic tracking of contact creation and updates

  • Deal pipeline attribution from marketing touch to closed revenue

  • Account-based marketing (ABM) attribution for B2B sales

  • Contact-to-company association tracking for complex buying decisions

  • Custom field syncing for detailed segmentation

Real-time event tracking:

  • Contact Created

    - New leads from marketing campaigns

  • Account Created

    - New company relationships established

  • Deal Created/Updated

    - Pipeline progression and revenue tracking

  • Contact-Account Associations

    - B2B relationship mapping

Setup: Connect through workspace settings with optional field mapping for User ID, Company ID, and custom properties

Custom CRM Connections

API integration: Connect any CRM with our REST API. Map your deal stages, revenue fields, and contact data to Spectacle's attribution model.

Webhook support: Real-time updates when deals close or pipeline stages change. Immediate attribution updates without waiting for scheduled syncs.

What CRM Integration Enables

Revenue-Based Attribution

See which marketing campaigns drive actual closed revenue, no longer limited to conversions, leads or MQLs. This transforms how you allocate budget and measure success.

Pipeline influence: Track which touchpoints influence deals at each stage. A blog post might generate awareness, a webinar might move prospects to evaluation stage, and a case study might help close the deal.

Deal velocity: Identify marketing activities that accelerate sales cycles. Some campaigns might not generate more leads, but they help existing prospects convert faster.

Account-Based Attribution

For B2B sales with multiple decision-makers, track marketing influence at the account level rather than individual contact level.

Multi-contact journeys: Map all marketing touchpoints across everyone involved in a buying decision. Attribution shows the complete account engagement story.

Account scoring: Use marketing engagement data to prioritise sales outreach. Accounts with higher attribution scores often convert better.

Enable Audience Syncing

Customer segments: Create audiences based on CRM data (deal stage, revenue amount, close date) and sync them to ad platforms for targeting.

Exclusion lists: Automatically exclude closed customers from prospecting campaigns whilst including them in upsell audiences.

Lookalike audiences: Generate similar audiences based on your highest-value CRM segments.

Getting Started

CRM integration transforms marketing attribution from lead-focused to revenue-focused. You'll stop optimising for vanity metrics and start optimising for actual business growth.

Immediate benefits:

  • See which campaigns drive real revenue, not just activity

  • Align sales and marketing around shared revenue goals

  • Improve budget allocation based on deal influence, not lead volume

  • Create better audiences for ad targeting based on customer value

Long-term advantages:

  • Shorter sales cycles through better lead quality

  • Higher deal values from improved lead scoring

  • Stronger sales and marketing alignment

  • More accurate revenue forecasting

Connect your CRM to unlock revenue-based attribution that shows the true impact of every marketing touchpoint.

Ready to connect marketing spend to actual revenue? Set up your CRM integration in Spectacle workspace settings and start tracking what really drives growth.

Marketing attribution that follows the money.

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