Marketing & Commerce
From campaigns to conversions — marketing with measurable business outcomes.
Marketing spend should produce measurable results, not just activity. The Marketing & Commerce module connects every campaign to its business outcome — from the rupee spent on a trade show booth to the order that resulted six months later.
What this module solves
Marketing in B2B Indian businesses is often the most poorly measured function. Crores are spent on trade shows, catalogues, digital ads, and events — but nobody can tell you which campaign generated how much revenue. Leads are captured on visiting cards and entered into spreadsheets that are abandoned within weeks.
MC creates accountability in marketing. Every campaign has a budget, every lead has a source, and every rupee spent is traceable to pipeline generated and revenue closed. When the board asks about marketing ROI, the answer comes from data — not a PowerPoint presentation.
Without this module
Marketing spend is a line item in the P&L with no ROI measurement. The CFO sees cost but cannot see return.
Trade show leads are captured on visiting cards, entered into a spreadsheet, and lost within 30 days. Follow-up is inconsistent.
Nobody knows which marketing channel generates the best customers. Budget allocation is based on tradition, not performance.
Customer segmentation is done by gut feel. Marketing campaigns are broadcast to everyone instead of targeted to the right audience.
Campaign results are self-reported by the marketing team with no connection to actual revenue. Success is measured by activity, not outcome.
Core capabilities
Campaign Management
Plan, execute, and track marketing campaigns with defined objectives, budgets, timelines, and target audiences. Each campaign has a unique identity that follows leads from first touch to closed deal — giving you true campaign ROI.
Lead Source Attribution
Every lead entering BoSS carries its source — trade show, digital ad, referral, website, cold call. As leads convert to opportunities and orders, the source attribution persists. Know which channels actually generate revenue, not just enquiries.
Marketing Spend Tracking
Budget allocation and actual spend per campaign, channel, and period. Compare marketing investment against pipeline generated and revenue closed. Calculate cost per lead, cost per opportunity, and cost per acquisition by channel.
Customer Segmentation
Segment your customer base by industry, geography, purchase history, order frequency, and revenue contribution. Targeted campaigns reach the right audience instead of broadcasting to everyone.
Catalogue Management
Maintain a structured product catalogue with descriptions, specifications, images, and pricing for marketing collateral. Catalogue data is consistent across sales, marketing, and customer-facing portals.
Event & Trade Show Management
Track trade show participation with budgets, booth details, visitor captures, and post-event follow-up. Convert trade show visitors to CRM leads with source attribution and follow-up task creation.
Digital Campaign Integration
Connect digital marketing channels — email campaigns, landing pages, and form submissions — to BoSS lead capture. Track digital spend against lead quality and conversion, not just click-through rates.
Marketing Calendar
A unified calendar showing planned campaigns, events, collateral releases, and seasonal promotions. Coordinate marketing activities across teams and ensure no overlap or gap in market coverage.
Key workflows
Campaign to Lead
A marketing campaign is planned with target audience, channels, and budget. The campaign launches. Leads generated from the campaign enter BoSS CRM with the campaign as their source. As these leads progress through the pipeline, campaign ROI is calculated automatically.
Marketing Spend to ROI
Marketing allocates budget to campaigns and channels. Actual spend is tracked as invoices are processed through Finance. Revenue generated from campaign-attributed leads is calculated from CRM data. The result: ROI per campaign, per channel, per rupee spent.
Customer Segment to Targeted Action
Analysis reveals that mid-size manufacturing companies in western India have the highest conversion rate. The marketing team creates a targeted campaign for this segment. Messaging, pricing, and collateral are customised. Results are measured against the segment baseline.
Who benefits
Marketing Head
Campaign performance dashboard showing spend, leads generated, pipeline created, and revenue influenced. Justify marketing budgets with data, not promises. Allocate spend to channels that actually convert.
Campaign Manager
End-to-end campaign execution — from planning to lead capture to ROI measurement — in one system. No more spreadsheets tracking leads from trade shows or email campaigns.
Sales Leadership
Visibility into marketing pipeline contribution. Know which campaigns are feeding quality leads and which are generating noise. Align sales follow-up intensity with lead quality scores.
CFO
Marketing spend visibility with ROI measurement. Budget vs. actual tracking. Cost per acquisition trends that inform marketing budget decisions for the next period.
Dashboards & reports
Campaign Performance
Active and completed campaigns with lead count, pipeline value, revenue closed, and ROI percentage. Compare campaigns side by side.
Channel Effectiveness
Lead volume, quality score, conversion rate, and cost per lead by marketing channel. Identify your most productive channels.
Marketing Spend Tracker
Budget allocation vs. actual spend by campaign and channel. Monthly trend with cumulative annual view.
Segment Analysis
Customer segment performance — revenue contribution, growth rate, and marketing responsiveness by segment.
Works with
Sales & CRM
Leads generated from marketing campaigns flow directly into the CRM pipeline with full source attribution. Campaign ROI is calculated from CRM revenue data.
Finance & Accounting
Marketing invoices and vendor payments are processed through Finance. Budget allocation and actual spend tracking connect marketing planning to financial controls.
Business Intelligence
Marketing analytics — channel effectiveness, campaign trends, and customer segment analysis — feed into the Business Intelligence dashboard for management review.
Recommended for
Frequently asked questions
Can MC track offline marketing spend like trade shows and print ads?
Yes. All marketing channels — digital, events, print, outdoor — are tracked with budget allocation and lead attribution. Trade show leads are entered with the event as source. Print campaign impact is measured through dedicated response channels.
How does lead source attribution work when a lead touches multiple campaigns?
BoSS supports both first-touch and last-touch attribution models. You can see which campaign first brought the lead in and which campaign was active when the lead converted. Multi-touch attribution provides a weighted view of campaign contribution.
Can we integrate email marketing tools with MC?
Yes. Email campaign platforms can send lead data to BoSS through API integration. Campaign identifiers, UTM parameters, and form submissions flow into the CRM with full attribution tracking.
Is MC relevant for B2B businesses that do not run consumer campaigns?
Absolutely. B2B marketing — trade shows, industry events, targeted outreach, referral programmes, and account-based marketing — all benefit from structured campaign management and ROI tracking. The module is designed for considered purchase cycles, not just impulse marketing.
See how Marketing & Commerce fits your operations
Make every marketing rupee accountable with campaign tracking that connects spend to revenue.