The Attribution Puzzle: When Everyone Touched the Deal 🤔 Had a tough conversation about one of marketing's eternal headaches - attribution modeling. After analyzing a ton of deals coming from last year, here's what keeps me up at night: 😇 The Reality Check: - 68% of B2B deals have 10+ touchpoints before closing - Average enterprise buying cycle: 6-18 months - 71% of buyers conduct anonymous research before reaching out You know what made me question everything I : A lead from 4 years ago resurfaces. They've just visited your website, checked out three pages, and requested a demo. Sales touched them years ago. Marketing's been nurturing. Who gets the credit? After many pipeline meetings and "screaming at each other episodes", here's what I've learned works (sort of): Instead of fighting over "who owns the lead," we implemented influence percentages. We started mapping primary, secondary, tertiary, and quaternary channels in our pipeline reviews. The results? Better alignment between sales and marketing teams. Our battle-tested benchmarks: - Historical touches (2+ years old) = 10% influence - Recent marketing activities = weighted by engagement - Direct sales involvement = measured by actual interaction - First-touch attribution = 20% baseline weight The hard truth? This isn't perfect. When sales work on commission (avg 8-12% in SaaS) and marketing doesn't, these conversations get... interesting. But that's exactly why we need this framework and all of us do as well. Real Impact, based on Forrester data: - 47% reduction in attribution disputes - 28% increase in marketing-sales collaboration - 3.2x better pipeline visibility Weekly pipeline reviews became our neutral ground. Sales, marketing, and product - all in one room, looking at the same data, having honest (sometimes uncomfortable) conversations about #influence. It's not about perfect attribution. It's about #alignment. Because at the end of the day, we're all trying to grow the business - even if we sometimes disagree about who moved the needle. Has anyone else found a way to make peace with the attribution chaos? #MarketingAttribution #B2BSales #Revenue #MarketingStrategy #SalesAndMarketing ---