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GullySales

Make your marketing repeatable, accountable and cheaper to improve.

Gully Sales builds the workflows, clean data, attribution, dashboards and budget controls behind your marketing, so campaigns run to a plan, results are reported the same way every month, and every rupee can be accounted for.

  • Campaigns run on a documented workflow, not on who happens to be free.
  • One set of numbers everyone trusts, reported on the same date each month.
  • Spend, acquisition cost and channel returns visible before the budget is set.
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Gully Sales Private Limited serves businesses across India, with marketing, data, sales and operations specialists working as one team.

In one paragraph

What is Marketing Operations and Performance Services?

Marketing operations and performance covers everything between deciding a campaign and knowing what it earned: intake and workflow, automation, lead data and consent, analytics, attribution, dashboards, budget and testing. Gully Sales installs that layer for Indian SMBs a service at a time, and reports campaign throughput, data completeness, attribution coverage, acquisition cost and budget efficiency against a baseline recorded first.

The problem

Marketing gets done, but nobody can say what it cost or what it returned.

In most Indian SMBs the money leaving for marketing is easy to find and the result coming back is not. The lead list lives in one person's spreadsheet, the ad account in an agency login, the enquiry replies in a personal inbox. Each report is built by hand, in a different format, by a different person, and it arrives late. Nothing is broken enough to stop, so the same work is redone every month at full cost, and the same questions come back at the next review.

You will recognise it as

  • Every monthly report is rebuilt by hand, and the numbers differ from the last one.
  • Two people bring two different lead counts for the same month to the same meeting.
  • Campaigns slip because approvals, creative and tracking are chased over WhatsApp.
  • Your contact list has duplicates, blank fields and people nobody is allowed to write to.
  • You know the total ad spend, but not what any single channel returned for it.
  • A campaign is stopped or scaled on a hunch, because no test was ever run properly.

What it costs the business

  • Budget stays with familiar channels, because there is no evidence to justify moving it anywhere else.
  • Acquisition cost rises quietly, since nobody is measuring what a new customer actually costs to win.
  • Your team spends its week assembling reports instead of improving the campaigns behind them.
  • Decisions wait for data that never arrives, so the quarter closes before anything is corrected.

Why it persists. Marketing operations is nobody's job title in a small business. The people who could fix it are busy running campaigns, and each new tool, agency or spreadsheet is added to solve one immediate problem rather than to fit a system. Because the reporting is manual, the cost of the mess stays invisible: it shows up as long evenings and vague meetings, not as a line anyone can point to in the accounts.

If it stays unresolved. Marketing grows more expensive per enquiry as it grows in size, because every new channel adds work rather than leverage. The business ends up trusting opinion over evidence, keeps funding what feels familiar, and loses ground to competitors who can see which channel to back and act on it within the same month.

What changes

What changes when marketing runs on a system instead of on memory.

In the first weeks

  • A written baseline of what marketing currently spends, produces and costs per enquiry.
  • One agreed set of definitions, so a lead means the same thing to marketing, sales and finance.
  • A campaign calendar with owners, approvals and dates that everybody can see.

In how the work runs

  • Repeatable workflows, so a campaign launches without three people chasing the same approval.
  • A clean, consented contact database that can be segmented and written to with confidence.
  • Reports produced automatically on a fixed date, freeing the days spent assembling them.

In sales and marketing

  • Budget moved towards channels with evidence behind them, and away from those without.
  • Customer acquisition cost measured by channel, so growth can be planned rather than hoped for.
  • More output from the same team and the same spend, because rework and waiting are removed.

In what management can see

  • A dashboard your leadership actually opens, showing spend, enquiries, pipeline and cost together.
  • Attribution wide enough to see every channel that contributed, not only the last click.

Over the longer term

  • An operating layer for marketing that survives staff changes and agency changes.
  • A tested backlog of experiments, so improvement becomes routine instead of occasional.

Gully Sales controls the processes, data work, automation, tracking, dashboards and reporting we deliver. Cost, conversion and return also depend on your market, offer, pricing and how your team acts on what the reports show, so we measure them against a recorded baseline.

Who it is for

This pillar is for businesses whose marketing has outgrown spreadsheets.

The businesses it suits

  • Founders funding marketing every month who cannot see what the spending returns.
  • Marketing heads managing several agencies and tools with no single view of performance.
  • Businesses running paid, email, WhatsApp and event activity with a separate report for each.
  • Teams whose lead data sits in spreadsheets, forms and inboxes rather than one database.
  • Companies whose monthly reporting takes a week to prepare and is questioned when it arrives.
  • Businesses about to raise marketing budget who want controls in place before they do.

What usually prompts the call

  • A board or investor has asked for customer acquisition cost and nobody can produce it.
  • Marketing spend has grown enough that guessing about it has become expensive.
  • Two systems give two different numbers, and the review turns into a debate about data.
  • A marketing person has left, and the process left with them.
  • A consent or data privacy question has come up and nobody is sure how contacts were collected.
  • You are adding a channel, a branch or a product and the current reporting will not stretch.

The services in this area

Each of these is its own engagement. Choose the one that names your problem.

Marketing operating model and governance

The foundation: who owns what, how a campaign moves from idea to approval to launch, which tool holds which record, and the calendar everybody works to. It also sets the campaign governance standards, so quality, brand and compliance stay consistent as the number of campaigns grows.

Why it matters:
Without an agreed way of working, every campaign is negotiated from scratch and the delays get blamed on people rather than on the process.
You receive:
A documented operating model, ownership matrix, campaign calendar, approval workflow and governance standards.
Business value:
Campaigns launch on the date promised, with less chasing and fewer surprises.
Know more

Automation and campaign workflow

Turning the repetitive parts of marketing into reliable, hands-off routines: platform selection and setup, lead capture and routing, nurture and lifecycle triggers, internal alerts when an enquiry arrives, and the briefing and approval flows that move a campaign through your team.

Why it matters:
Manual steps are where enquiries get dropped and deadlines get missed, and they multiply every time marketing grows.
You receive:
Automation platform configured, lead routing and nurture flows built, workflow templates and alerts live and tested.
Business value:
The same team handles more campaigns, and no enquiry waits for somebody to notice it.
Know more

Lead database, consent and compliance

One database instead of many spreadsheets: contacts merged, deduplicated, corrected and segmented, with fields that mean the same thing everywhere. It covers how consent is captured and recorded, what your contacts agreed to receive, retention rules, and the controls that keep marketing data handled responsibly.

Why it matters:
You cannot target, measure or write to an audience you cannot trust, and careless records create real legal and reputational exposure.
You receive:
A cleaned, deduplicated and segmented contact database, a field dictionary, and written consent and retention rules.
Business value:
Campaigns reach the right people, and you can show how every contact came to be on the list.
Know more

Analytics, reporting and dashboards

Measurement that arrives on its own: tracking configured correctly across website, ads, forms and CRM, a monthly campaign performance report with a consistent structure, and dashboards built for the people who read them, from a founder's single screen to a channel owner's detail view.

Why it matters:
A number nobody trusts is worse than no number, because it turns every review into an argument about the data instead of a decision.
You receive:
Tracking and tagging configured, a standard monthly reporting pack, and live dashboards by audience with refresh schedules.
Business value:
Everyone works from one set of numbers, available on a fixed date without a week of preparation.
Know more

Attribution and channel performance

Answering which marketing actually contributed. Source and campaign tagging enforced from the first click to the CRM record, an attribution model matched to how long your buyers take to decide, and channel-by-channel analysis of volume, quality, cost and contribution to closed business.

Why it matters:
Most SMBs judge channels on the last click, which flatters brand search and hides everything that created the demand behind it.
You receive:
A working attribution model, enforced tagging standards, and a channel performance review with the shifts we recommend.
Business value:
Channel decisions rest on evidence, and the channels doing quiet early work stop being cut first.
Know more

Budget and acquisition cost control

Planning and defending the marketing budget with numbers: allocation by channel and objective, a share held back for testing, monthly tracking against plan, and the work of bringing customer acquisition cost down by fixing targeting, conversion and follow-up rather than only by cutting spend.

Why it matters:
Budgets are usually set from last year's figure and defended by habit, which is exactly how waste survives a review.
You receive:
A budget model by channel and objective, monthly variance tracking, and an acquisition cost baseline with a reduction plan.
Business value:
You know what growth costs before you commit to it, and can fund it deliberately.
Know more

Experimentation and continuous improvement

Improvement as a routine rather than a rescue: a prioritised backlog of tests across pages, forms, offers, subject lines and follow-up, run one at a time with enough traffic to mean something, and a written record of what was learned so the same test is not repeated next year.

Why it matters:
Opinions about what will work are cheap; a tested change is the only kind that keeps paying after the meeting ends.
You receive:
A test backlog, a testing calendar, test designs with success criteria, and a written result log your team keeps.
Business value:
Conversion improves in small, compounding steps that cost far less than buying more media.
Know more

What you will have at the end.

  • A written baseline of marketing spend, activity, enquiries, conversion and cost per enquiry.
  • A documented operating model with owners, approvals and a shared campaign calendar.
  • Agreed definitions of a lead, a qualified lead and an opportunity, used by marketing and sales alike.
  • Automation platform configured, with lead capture, routing, nurture triggers and internal alerts live.
  • A cleaned, deduplicated and segmented contact database with a documented field dictionary.
  • Consent capture, record keeping and retention rules written down and applied to your lists.
  • Tracking, tagging and source attribution configured across website, ads, forms and CRM.
  • A standard monthly reporting pack and live dashboards for leadership, marketing and channel owners.
  • A channel performance review naming the shifts in budget or effort we recommend, and why.
  • A budget model by channel and objective, with monthly tracking against plan.
  • A prioritised experiment backlog with test designs, success criteria and a written result log.
  • Handover documentation and training, so your own team can run the system without us.

How it runs

The engagement, step by step.

  1. 1

    Assessment and baseline

    We review how marketing runs today: the calendar, the approvals, the tools and their logins, the contact data, the tracking, the reports and the spend. We sit with the people who do the work, and record what marketing currently produces and what it costs, so later improvement can be measured rather than claimed.

    You provide:
    Access to your ad accounts, analytics, CRM, email tool and website, past reports and budget figures, and time with your marketing and sales people.
    We produce:
    An operations assessment carrying the recorded baseline, the gaps ranked by what each is costing you, and a prioritised plan.
    Done when:
    You and we agree the baseline numbers and the order in which the work will be done.
  2. 2

    Operating model and governance design

    We agree who owns what, how a campaign moves from brief to approval to launch, which system holds which record, and the standards a campaign must meet before it goes live. Definitions are settled here, so a lead means the same thing in the marketing report and in the sales review.

    You provide:
    Decisions on ownership and approval authority, and the lead definitions your sales team will commit to.
    We produce:
    A documented operating model, campaign workflow, approval matrix, governance standards and a shared calendar.
    Done when:
    A campaign can be taken from brief to launch using the written process alone.
  3. 3

    Data, consent and database work

    We consolidate contacts from spreadsheets, forms, inboxes and tools into one database, remove duplicates, correct fields and segment it. We record how each contact was collected and what they agreed to receive, then write the consent and retention rules your team follows from that point on.

    You provide:
    Every list, export and login where contact data currently sits, and one decision-maker for data questions.
    We produce:
    A cleaned, deduplicated and segmented database, a field dictionary, and written consent and retention rules.
    Done when:
    One database is the source of record, and your team has stopped adding to the old ones.
  4. 4

    Automation and workflow build

    We configure the automation platform and build the routines that used to be manual: lead capture and routing, nurture and lifecycle triggers, internal alerts when an enquiry arrives, and the briefing and approval flows that move work through your team. Each one is tested with real cases before it is switched on.

    You provide:
    Platform subscriptions or a decision on which to buy, approved message content, and your routing rules.
    We produce:
    Working automation flows, routing rules, alerts and workflow templates, with test evidence recorded for each.
    Done when:
    An enquiry submitted at midnight is captured, routed and acknowledged without anyone touching it.
  5. 5

    Tracking, attribution and dashboards

    We fix the measurement layer: consistent tagging on every campaign and link, conversion tracking that matches how enquiries actually arrive, an attribution model suited to your buying cycle, and dashboards built for the people who will read them, each refreshed on a schedule.

    You provide:
    Website and tag access, CRM administration rights, and the questions each dashboard has to answer.
    We produce:
    Tagging standards, working conversion tracking, an attribution model, and live dashboards by audience.
    Done when:
    Last month's performance can be read from a dashboard without anybody building a spreadsheet.
  6. 6

    Budget, acquisition cost and channel review

    With reliable numbers we rebuild the budget: allocation by channel and objective, a share held back for testing, and a monthly variance routine. We calculate customer acquisition cost by channel and show where it is highest and why, separating a targeting problem from a conversion problem from a follow-up problem.

    You provide:
    Current and planned budgets, margin or revenue-per-customer figures, and your sales outcome data.
    We produce:
    A budget model, an acquisition cost baseline by channel, and a channel review with the shifts we recommend.
    Done when:
    Next quarter's budget is set from evidence, with a reason recorded against every line.
  7. 7

    Experimentation, review and handover

    The system is put to work. We run a prioritised programme of tests, hold a monthly review against the baseline, and record what each test taught. Documentation and training are handed to your team so the routines continue, with us available at whatever review cadence you want afterwards.

    You provide:
    Time for the monthly review, and the people who will own the routines after handover.
    We produce:
    A test backlog and result log, monthly reports against the baseline, documentation and training for your team.
    Done when:
    Your team runs the monthly cycle itself, and improvement is recorded rather than assumed.

Ways to work with us

Start with an assessment, or hand over the whole operating layer.

Marketing operations assessment

A one-off review of your workflows, data, tracking, reporting and spend, with a recorded baseline and a plan ranked by what each gap is costing you. Useful on its own, or as the first step of anything below.

Foundation build project

A defined project that puts the essentials in place: operating model, clean database, automation, tracking and a reporting pack. It ends with documentation and training so your team can run it.

Ongoing marketing operations

We run the operating layer month to month: campaign workflow, data hygiene, reporting, attribution, budget tracking and the experiment programme, with a single owner at Gully Sales.

Single-problem engagement

One piece fixed where the rest already works: a dashboard built, attribution corrected, the contact database cleaned, or acquisition cost analysed and reduced.

Team enablement and handover

We build the system, train your in-house marketing and sales people to operate it, hand it over with the documentation, and stay available for a scheduled review.

Why Gully Sales

What you are actually choosing when you choose us.

Operations are designed around your revenue, not around a tool.

Gully Sales works across marketing, sales and revenue operations together, so the workflow, the data model and the reporting are built to answer commercial questions, such as what a customer costs and which channel contributes, rather than to fill a platform's default dashboard.

Built for a team of five, not a marketing department of fifty.

Operations advice written for large companies assumes staff you do not have. We design processes your existing team can follow on a busy week, with tools at a scale an Indian SMB can justify, and we say plainly when something is not worth the effort it takes.

The baseline is recorded before anything is changed.

We write down what marketing currently spends, produces and costs before we touch any of it. Every later claim of improvement is measured against that record, including the improvements that turn out to be small.

Data and consent are treated as a business risk, not a formality.

How a contact was collected, what they agreed to and how long the record is kept are documented as we go. It protects your standing with your own customers, and it stops a list becoming unusable at the moment you need it most.

We remove work rather than adding one more report.

Many operations projects end with something else for somebody to maintain. We judge success partly by the hours returned to your team: reports that build themselves, approvals that stop needing chasing, and data that no longer has to be corrected by hand.

You own the system when we finish.

Documentation, logins, dashboards, templates and training belong to you. If the engagement ends, the operating layer keeps working, because it was never dependent on Gully Sales holding the passwords or the knowledge.

Where it applies

The same service, in different businesses.

Industrial manufacturing

The situation:
A pumps manufacturer runs search ads, exhibitions and dealer campaigns, and each one is reported by a different vendor in a different format.
How it applies:
One reporting standard across all three, source tagging on every enquiry route, and a channel review comparing cost per qualified enquiry on equal terms.
Likely benefit:
The company can weigh an exhibition against an ad campaign using the same measures, and fund whichever earns it.

Hospitals and clinics

The situation:
A hospital's enquiries arrive by phone, WhatsApp and web form, but the marketing report counts only the web forms.
How it applies:
Call and WhatsApp tracking connected to the same database, consent recorded at the point of capture, and one dashboard covering every enquiry route.
Likely benefit:
Marketing is judged on all the enquiries it produces, and patient contact data is held on a documented basis.

D2C and e-commerce brands

The situation:
A skincare brand raises ad spend every month, but nobody knows what a first-time customer costs once discounts and returns are counted.
How it applies:
Acquisition cost calculated by channel against real margin, the budget rebuilt around it, and a test programme on product pages and checkout.
Likely benefit:
Growth is funded where the economics work, rather than where the platform reports the cheapest click.

Education and training institutes

The situation:
An institute's admissions team works from four counsellor spreadsheets, so enquiries are followed up twice or not at all.
How it applies:
One lead database with routing rules, automatic acknowledgement and reminders, and a daily dashboard of enquiry status by counsellor.
Likely benefit:
Every enquiry has an owner and a next step, and the backlog is visible while the admission season is still open.

Professional and B2B services

The situation:
A consulting firm's buying cycle runs for months, so its last-click reports credit search for deals that content and events actually started.
How it applies:
An attribution model matched to the cycle length, campaign tagging across content and events, and pipeline reported by first and last touch.
Likely benefit:
The firm stops cutting the activity that opens conversations simply because it never got credit for closing them.

Building materials and dealer networks

The situation:
A sanitaryware brand runs local campaigns for sixty dealers, and cannot say which territories the enquiries went to or what happened next.
How it applies:
Territory tagging, automatic routing to the nearest dealer, and a dealer-level performance dashboard that includes response times.
Likely benefit:
Regional spend can be judged dealer by dealer, and slow responses become visible while they can still be fixed.

Real estate and interior design

The situation:
A developer spends heavily at launch across portals, hoardings and digital, then reconciles the numbers weeks after the campaign has ended.
How it applies:
Unique tracking per portal and per vehicle, one live dashboard of enquiries and site visits, and weekly budget tracking against the launch plan.
Likely benefit:
Spend can be moved between portals and vehicles during the launch, instead of being reviewed once it is already gone.

Proof

Work we can point to.

Natural Gases

The problem:
Natural Gases needed better visibility for its industrial and medical gases business, and sales operations that could keep pace with the demand it wanted to create.
What we did:
Gully Sales worked on visibility, sales operations and demand for quality industrial and medical gases through smarter workflows, as described in the published case study.
The result:
Improved visibility, improved sales operations and growing demand, as recorded in the case study; it states no figures and none are claimed here.
Read the case study

Premier Marketing

The problem:
Premier Marketing needed wider reach and a lead-handling process that did not slow its sales across domestic and industrial sectors.
What we did:
Gully Sales enabled Premier Marketing to enhance reach, streamline lead handling and accelerate sales across domestic and industrial sectors, as described in the published case study.
The result:
Enhanced reach, streamlined lead handling and faster sales, as recorded in the case study; no figures are stated there and none are claimed here.
Read the case study

Burhani Hydroline

The problem:
A hydraulic hose manufacturer whose website ranked poorly, drawing low organic traffic and limited online visibility, with poor navigation and slow loading times.
What we did:
GullySales ran market and competitor analysis, rebuilt the website and its SEO, then implemented Google Analytics and other tools to track website performance, traffic sources and user behaviour.
The result:
Monthly reports detailing key metrics, progress toward goals and insights, with data-driven insights used to adjust strategies; the study records higher search rankings, increased organic traffic and improved user engagement.
Read the case study

Questions buyers ask

Before you enquire, the answers you will want.

What does marketing operations and performance cover?

Two halves of the same job. Operations is how the work gets done: intake, workflow, automation, lead data and consent. Performance is what it produced: analytics, attribution, channel comparison, dashboards, acquisition cost and budget control. The services listed on this page are the individual pieces. Most businesses do not need all of them at once, and an assessment tells you which two or three are worth doing first.

We already have an agency. Does this replace them?

No. Agencies run campaigns; this pillar builds the layer that measures them and connects them to your business. The work usually makes your agency more effective, because tracking, definitions and reporting are agreed in advance rather than argued about afterwards. We are also happy to hold several vendors to one reporting standard, so you can compare them on the same terms instead of on their own formats.

Do we need to buy expensive marketing software first?

Usually not. Most Indian SMBs already own more capability than they use, sitting inside a CRM, an email tool and their ad platforms. We start by making what you have work properly and connect to each other. If a gap genuinely needs a new tool we recommend the smallest one that closes it, tell you what it costs to run, and take no commission from any vendor for the recommendation.

How long before we see any difference?

Some things change quickly. A recorded baseline and a working reporting pack usually exist within the first few weeks, and the time your team spends assembling numbers falls soon afterwards. Attribution, acquisition cost and experiment results need at least one full buying cycle before they mean anything, which is longer in B2B than in retail. We will not put a date on results we do not control.

What is attribution, and why does the last click mislead us?

Attribution decides which marketing gets credit for an enquiry. A last-click report gives all the credit to whatever the buyer touched immediately before enquiring, which is often a search for your own brand name. That flatters search and hides the content, campaign or exhibition that made them search in the first place. We match the model to how long your buyers take to decide, so quiet contributors stop being cut first.

Our lead data is spread across many spreadsheets. Is that a problem?

It is the normal starting point, and it is fixable. We consolidate every list into one database, remove duplicates, correct the fields, and record how each contact was collected and what they agreed to receive. You end up with a list you can segment and write to with confidence, plus written rules that stop it drifting back into private spreadsheets within six months.

Will this reduce our customer acquisition cost?

We can measure it honestly, show where it is highest and why, and work on the causes we control: targeting, conversion paths, follow-up speed and budget allocation. Whether the number falls also depends on your pricing, your competition and market conditions, so we report it against the recorded baseline rather than promising a figure. In practice most of the gain comes from stopping waste, not from clever tactics.

How much work does this need from our side?

Less than you expect, but not nothing. We need access to your accounts, one decision-maker for data and approval questions, and a few hours from the people who currently run campaigns, so the process we design matches how your business actually works. At handover your nominated owner needs time for training. Every step of our method states exactly what we need from you before it starts.

4 more questions

Is marketing data consent really a concern for an Indian SMB?

Yes. Your customers notice when they receive messages they never asked for, and platforms restrict senders whose lists produce complaints. Recording how a contact was collected, what they consented to and how long you keep the record is ordinary business hygiene. It also protects the asset itself: a list with a clear basis stays usable, while one without it becomes risky to touch at all.

What is the difference between this and a marketing audit?

An audit examines your whole marketing function and tells you what to fix. This pillar builds and runs the operational layer once those decisions are made: the workflows, the data, the tracking, the dashboards and the budget controls. Many clients begin with the free audit, and only part of what it finds turns into operations work. The audit commits you to nothing beyond the conversation.

Can you work with our in-house team rather than replacing it?

That is the usual arrangement. Your team keeps the campaigns and the market knowledge; we build the system around them and train them to run it. Documentation, logins and dashboards belong to you throughout. If you later want us to operate the layer month to month we can, but the design assumes your own people stay in charge of the marketing.

How do we start?

Book a free audit through this page, or call us. We look at how your marketing runs today, where the numbers come from and what they cost to produce, then tell you the two or three changes worth making first. If there is a fit, you receive a written proposal setting out the scope, what you provide, what we deliver and the fee. If there is not, we will say so.

Talk to us

Book a free audit of your marketing operations.

The call is a working review of how your marketing runs today: the workflow, the data, the tracking and the reporting. No obligation and no pitch; you leave knowing what is costing you time and money.

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  • A reply from someone who does the work
  • Your details are never sold or shared

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