Reforge chooses Roadway for marketing attribution and automation

The attribution and workspace Roadway built for us is what we had hoped every other solution we evaluated or implemented would have been. Custom to our needs, transparent for our oversight, self-serve to our stakeholders, and warehouse-native for use across our stack.

- Andrew Wilson, Data Engineering

TL;DR:

• Saved $$ on setup and maintenance: saved something like—while cutting wasted marketing spend by 20%‍
• Saving ~20 hours per month: automating growth channel analyses with Roadway’s Growth Marketing Coworker for their weekly growth metrics meetings has saved them hours per week and pushed them to move faster on optimizations.‍
• Lean team, outsized impact: Better data and built-in analysis meant Reforge can scale growth without scaling headcount.‍
• Clarity on B2B sales and longer-cycle deals: attribution logic aligned with their CRM helped the team connect paid efforts to real revenue.‍
• Warehouse-native = future-proof: Attribution and logic are modeled directly in their stack – no duct tape required.

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Overview

Reforge is the go-to product suite for growth leaders in tech – offering tools, programs, and content that shape how modern companies scale. And they practice what they preach: running growth loops across SEO, paid, and content to drive user acquisition and revenue.

But even with a solid growth engine, attribution was a major sticking point for their marketing team. They couldn’t fully trust the data behind their decisions – which made it hard to know what to double down on and scale, and what to cut.

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The Challenge: Attribution That Doesn’t Map to How Growth Teams Work

Before Roadway, Reforge had tried both building and buying attribution tools. Neither got them where they needed to be.

• Attribution felt like a black box – tough to audit, even tougher to act on.
• Data wasn’t structured in a way that mapped to how their team worked day to day.
• Internal builds were fragile, expensive to maintain, and didn’t improve with time.
• Attribution for B2B deals was painful: data from their CRM lived completely separated from their marketing data, making it hard to connect spend to pipeline or revenue.
• ‘Next-generation’ marketing measurement methods lacked results when acting on insights

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Even with engineering support, the team was still stuck without a clear picture of what was actually driving growth. They needed a way to measure their growth loops and growth model in real-time.

The Fix: Self-Serve, Growth-Centric Attribution

Roadway gave the growth team at Reforge the clarity they’d been missing. Their attribution model now integrates directly with CRM data – so they can track the full journey from first touch to closed deal, including B2B deals with longer sales cycles.

They finally understand how their marketing channels are actually growing the business – and can act faster and more effectively, without third-party delays or duct-taped pipelines.

What’s Next

Reforge is now building on top of this foundation – using Roadway to fine-tune strategy, stay focused on what’s really working, and integrate Roadway into workflows and other systems. With a trusted attribution model in place, they’re doubling down on efficient, compounding growth.