Case study - Bonusly

TheySync +

Discover how TheySync partnered with Bonusly to unlock real-time strategic marketing insights through marketing attribution and revised sales processes—while reducing manual effort

The client

Bonusly is an employee recognition software that motivates teams and empowers managers by celebrating milestones, rewarding wins, and boosting performance.

Bonusly’s key challenges fell into two main areas:

1. Lack of Strategic Insights

The team lacked real-time marketing insights, making it difficult to track demo requests, understand lead sources, and monitor the sales funnel effectively.
Reporting was account-focused, limiting visibility into individual contacts and making it challenging to influence revenue and improve lead conversion rates.
Bonusly needed attribution, channel performance, and contact-level reporting to better understand lead quality and increase sales-qualified meetings (SQMs).
There was no clear visibility into lead journeys or sales touchpoints, leading to missed opportunities for engagement.

2. Technical Debt

Marketing operations had been handled by multiple teams, leading to inefficient, manual data management processes.
Conflicting workflows created bottlenecks, requiring excessive time spent troubleshooting data inconsistencies.
The lack of standardised data meant marketing reports were inconsistent and unreliable.

The challenge

The solution

To address these challenges, TheySync implemented a structured approach to lead lifecycle management, sales process optimisation, and marketing attribution.

1. Lead Lifecycle Alignment & Sales Process Optimisation

Aligned HubSpot lead lifecycle stages with key KPIs, introducing a Sales Qualified Meeting (SQM) stage to track how many MQLs resulted in a demo and how many demos converted into deals.
Decoupled contact and company lifecycle stages, enabling visibility into which contacts within an account had qualified while separately tracking overall company progress.
Reviewed and optimised lead management, introducing new lead status values to clarify when a lead was actively worked by sales.
Automated lead status updates, ensuring that when meetings were booked, records were updated automatically—reducing manual effort and improving sales efficiency.

2. Improved Reporting & Attribution Model

Developed a new marketing attribution model, aligning lead source values with budget and updating UTM guidelines for accurate tracking.
Provided a granular view of marketing performance, allowing teams to measure campaign effectiveness across multiple channels.
Standardised tracking and reporting, ensuring that all marketing-generated leads were accurately attributed and followed up.

1. Real-Time Marketing Insights

Introduction of lead source tracking gave a clear view of all leads who requested demos or showed intent.
Teams gained real-time insights, ensuring that all leads were followed up promptly.
Increased visibility improved conversion rates from leads to sales-qualified meetings (SQMs).

2. Enhanced Sales Process & Conversion Rates

The refined sales process provided clear criteria for deal creation, ensuring all leads were worked efficiently.
Stronger alignment between sales and marketing led to an increase in SQM to Sales Qualified Opportunity (SQO) conversion rates.
Automation reduced manual admin work, allowing sales teams to focus on high-value engagement.

3. Improved Marketing Attribution & Budgeting

A custom attribution model enabled marketing teams to gain actionable insights into channel performance.
Lead source tracking aligned with internal budgeting processes, ensuring investment in high-performing channels.
Teams could now accurately measure which campaigns, channels, and sources were driving revenue—helping to optimise marketing efforts.

The results

Conclusion

By implementing a structured approach to lifecycle management, sales enablement, and marketing attribution, TheySync transformed Bonusly's ability to track, manage, and optimise lead performance. The improvements led to higher conversion rates, more efficient sales processes, and data-driven marketing decisions that contributed to overall revenue growth.

What the client said

Partnering with TheySync has been a game-changer for Bonusly.

Before working with them, we struggled with fragmented insights, inefficient sales processes, and manual data management that slowed us down. TheySync not only provided us with real-time marketing attribution and lead lifecycle clarity, but they also helped us refine our sales workflows to drive meaningful conversions. We even identified $180k of spend in underperforming channels.

With their expertise, we gained full visibility into our lead journeys, automated key processes, and significantly improved our sales-qualified meeting (SQM) conversion rates. The impact was immediate—our marketing and sales teams are now better aligned, data-driven decisions are easier than ever, and we’ve reduced the manual effort required to manage leads.

TheySync didn’t just offer a solution; they delivered a transformation. We now have the strategic insights we need to optimize our marketing spend, improve engagement, and drive revenue growth. I’d highly recommend TheySync to any organization looking to unlock the true potential of their marketing and sales operations.