Building one source of truth for a coaching business running on thirteen disconnected systems.
International Coaching Institute was scaling across paid acquisition, landing pages, CRM workflows, course delivery, finance, sales activity, and team communication. Each tool held part of the truth, but no single system showed the whole business clearly.
KEYOB designed and built a consolidated BI platform that connected thirteen separate systems into one trusted view — giving ICI leadership live visibility into real ROI, funnel health, sales performance, source attribution, and the student journey.
Situation
13 disconnected systems
Every platform held part of the business picture, but none showed the whole.
KEYOB role
BI platform design
Canonical model, connector layer, dashboards, role-based access, and production deployment.
Turning point
True ROAS surfaced
CRM-recorded revenue showed a very different picture from pixel-only attribution.
Outcome
One trusted view
Leadership, sales, marketing, and operations could finally work from the same numbers.
The situation
Where it started, and what was not working.
ICI had built a sophisticated growth engine, but the data behind that growth lived in too many places.
Meta Ads showed campaign performance. Unbounce captured landing page activity. GoHighLevel managed lead nurture, calls, and pipeline progression. Thinkific handled course delivery. A legacy CRM held enrolled-student information. Xero carried the financial truth. Outlook, Facebook surfaces, and social scheduling tools added more activity into the picture.
Every platform was useful. None of them showed the whole story. Leadership was left trying to answer critical questions manually:
- Is our ad spend really paying back?
- Which traffic source converts best?
- Who on the sales team is performing strongest?
- Where are leads getting stuck?
- What is the gap between deals marked as won and cash actually received?
- Which number should we trust?
The dashboards inside each platform told different stories. Weekly reconciliation became a leadership burden — and even then, the numbers were not always trusted.
Operational challenges
Where the friction actually lived.
01
Thirteen disconnected systems held different parts of the business picture.
02
Platform dashboards disagreed with one another.
03
Leadership had no single trusted KPI view.
04
Real ROAS was hidden behind incomplete attribution.
05
Funnel performance was scattered across landing pages, CRM, sales, and finance.
06
Sales activity and performance were hard to compare objectively.
07
Lead journeys were fragmented across forms, notes, opportunities, and won deals.
08
Reporting required manual weekly reconciliation.
09
Different roles needed different views, but everyone was working from scattered data.
KEYOB approach
KEYOB moved from fragmented systems to a single trusted platform.
KEYOB did not simply build another report. The real problem was not lack of dashboards. The problem was lack of a trusted data model.
The work started by mapping every system ICI depended on, every API surface, and every metric leadership needed to see. Then KEYOB designed a canonical business model: defining what a lead means, what a conversion means, what revenue means, and which system should be trusted for each type of truth.
From there, KEYOB built the connector layer, BI dashboards, role-based access, and production infrastructure needed to turn fragmented data into a daily decision platform.
01
Map the full data picture
Catalogue every system, API surface, and metric leadership needed to see.
02
Design the canonical model
Define what a lead, conversion, and revenue mean — and which system to trust for each.
03
Build the connector layer
Engineer API connectors and automated syncs across every source.
04
Surface what mattered
Turn the model into executive dashboards, funnels, and journeys.
05
Make it everyone's tool
Role-based access so each team sees the view that fits their work.
06
Deploy and hand it over
Production deployment with scheduled syncs and sync-health visibility.
What KEYOB built
A platform designed around the questions leadership actually asks.
Full Data Mapping
Every system, API surface, and metric catalogued before a single dashboard was drawn.
Canonical Data Model
One shared definition of leads, conversions, and revenue across the whole business.
Connector Engineering
API connectors and automated syncs that keep every source current.
Executive BI Dashboards
Live KPIs, funnels, and ROI brought together in one executive view.
Contact Journey View
Per-contact timelines across forms, CRM activity, opportunities, and won deals.
Sales Performance Visibility
Leaderboards built on real outbound activity and pipeline data.
Role-Based Access
Sales, marketing, operations, managers, and founders each see the right view.
Production Deployment
Deployed with scheduled syncs and sync-health monitoring built in.
The turning point
The moment leadership saw the gap nobody had been measuring.
The first major insight came when the platform surfaced the real return on Meta ad spend measured against CRM-recorded revenue. Meta's pixel could only see part of the journey. It could not fully account for what happened off-platform: landing-page submissions, booked calls, CRM progression, won deals, and collected payments.
That meant Meta's dashboard was undercounting the true result. Once KEYOB connected the data, ICI could see that the real return was significantly higher than what the ad platform had been reporting. This changed the business conversation from uncertainty to confidence. It was not new data. It was already there. KEYOB simply connected it into one view leadership could trust.
Pixel-only view
Partial attribution
The ad platform could only see on-platform signals — not booked calls, CRM progression, won deals, or collected payments.
CRM-truth view
Full-journey attribution
Connecting ad spend to CRM-recorded revenue revealed a return significantly higher than the pixel alone reported.
Illustrative — relative comparison, not actual figures.
The outcome
One trusted view of the entire business.
ICI gained a consolidated BI platform that gives leadership and teams live access to the numbers that matter. Instead of reconciling reports manually, the team can log in and see the business clearly.
- One unified platform across thirteen disconnected systems
- Live executive overview with KPIs from every connected source
- True ROAS measured against CRM and revenue reality
- Per-contact journey timelines across forms, CRM activity, opportunities, and won deals
- Sales leaderboards based on real outbound activity
- Best-converting traffic sources surfaced and ranked
- Pipeline depth, average deal size, days-to-close, and funnel-stage visibility
- Role-based access for sales, marketing, operations, managers, and founders
- Automated data refresh through scheduled connector syncs
- Less manual reconciliation and more confidence in daily decision-making
Before & after
From scattered dashboards to one operating view.
Before
13 disconnected data sources
Manual weekly KPI reconciliation
Pixel-only ROAS visibility
Self-reported sales performance
Lead journey scattered across systems
Source attribution inferred and contested
After
1 unified BI platform
Live KPI visibility every day
CRM-truth ROAS in real terms
Measured outbound activity and pipeline data
One timeline per contact
Sources surfaced, compared, and ranked
Some businesses do not need another report. They need one number they can trust.
ICI was not short of tools. It was short of clarity. The value of the platform was not just technical integration. It gave leadership confidence. It turned scattered dashboards into one operating view. It gave every team member a clearer understanding of their part of the business. This is the kind of work KEYOB is built for: connecting systems, clarifying truth, and helping leadership make better decisions from the data already inside the business.
“Some businesses do not need another report. They need to see one number they trust, on one screen, every day.”
KEYOB — internal reflection on the engagement
Capabilities involved
Capabilities involved in this engagement.
Data ArchitectureCanonical Model DesignAPI Connector EngineeringBI Platform DevelopmentDashboard DesignCRM Data IntegrationMarketing AttributionSales Performance ReportingRole-Based Access ControlProduction DeploymentAutomated Sync WorkflowsLong-Term Platform Roadmap
Is your business making decisions on the wrong number?
If your data lives in a dozen places, your dashboards disagree with each other, and leadership is still reconciling spreadsheets to understand what is working, the cost of not knowing compounds every week. KEYOB designs and builds platforms that turn fragmented systems into one trusted view of the business.