Revenue Attribution
Quick definition
Assigning credit to the marketing and sales touchpoints that contribute to closed deals.
Detailed explanation
Revenue attribution solves the problem of "which channels and campaigns really generate revenue?" In modern B2B journeys there are 10-20 touchpoints before someone buys - a webinar, LinkedIn ads, outbound email, case study download, demo, etc. Attribution models determine how you distribute credit: first-touch (all credit to first interaction), last-touch (all to last), linear (evenly distributed), time-decay (more recent = more credit), or multi-touch/U-shape (most credit to first and last). Good attribution helps you optimize budget - you invest more in what works and stop what doesn't work. It does require proper tracking (UTM parameters, CRM integration) and a chosen model that fits your sales cycle.
Synonyms
Examples
Multi-touch attribution shows that LinkedIn ads may have few direct conversions, but 60% of closed deals have interacted with your ads at some point. You increase LinkedIn budget instead of stopping.
First-touch model gave all credit to webinars (60% of deals start there). But after switching to U-shape model you see that case study downloads right before close are also crucial. You create more diverse case content.
When to use this?
Implement attribution as soon as you have multiple marketing channels and want to know what works. Choose an attribution model that fits your sales cycle (complex B2B = multi-touch, transactional = last-touch). Review quarterly which channels contribute to pipeline and revenue.
Match-day approach
Match-day implements attribution in your CRM and marketing automation. We ensure proper tracking of all touchpoints, help you choose an attribution model that fits your business, and build dashboards that clearly show which campaigns and channels generate revenue. We also do incrementality testing - what happens if we stop a channel? This gives the real effect, not just correlation.
Related terms
Revenue Operations (RevOps)(RevOps)
A holistic approach that aligns sales, marketing, and customer success to maximize revenue growth.
Customer Relationship Management (CRM)(CRM)
Software for managing all interactions with prospects and customers throughout the entire customer lifecycle.
Learn more
Wil je weten hoe je revenue attribution effectief inzet in jouw organisatie? Neem contact op met Match-day.
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