The Revenue Attribution Playbook

90% of B2B teams still rely on single-touch attribution models that systematically misattribute pipeline. This playbook fixes that.

How B2B SaaS Teams Connect Marketing Activity to Closed Revenue

What's Inside:

• Why single-touch attribution (first-click or last-click) systematically misattributes pipeline — and the multi-touch models that fix it
• How to implement sourced + influenced pipeline tracking in HubSpot or Salesforce — the minimum viable attribution model
• The four attribution models explained: first-touch, last-touch, linear, and time-decay — with guidance on which to use when
• How to handle the dark funnel: the 60–70% of buying activity that happens outside your trackable touchpoints