The marketing vs. sales attribution struggle is real in B2B. With long sales cycles, complex account structures, and multiple touchpoints, it’s tempting to fall into the trap of overly-precise, yet ultimately inaccurate models. As a CRO or RevOps leader, you know this headache well. Here’s a better approach:
The Attribution Fallacy: Stop Chasing Perfection
Perfect lead attribution is a myth. Trying to assign precise percentages (Webinar 23%, SDR email 15%) is an exercise in futility. Instead, focus on what matters:
- Goals: What are your top priorities? New lead volume, higher meeting conversion, shortening sales cycles? Your attribution model should support these.
- Simplicity: Complex models mean endless arguments and wasted time. A solid, easily understood system is vital for team alignment.
Read our blog post on writing an email
Key Concepts for a Better Model
- Multi-Touch, NOT Single Source: Rarely does ONE interaction drive a B2B deal. Embrace that, rather than fighting against it.
- Buckets, NOT Timelines: Focus on the origin of the lead and the intent behind the outreach. This tells you more than “last touched 27 days ago.”
- Context is King: Marketing driving inbound demo requests is different from an SDR reviving a dead lead. Attribution should reflect the effort involved.
Read our blog post on How to write a professional email offering services
Putting it into Practice: A Bucket-Based Approach
Here’s a simplified example of how you might structure buckets and attribute credit. It’s NOT a one-size-fits-all, but it provides a framework to build upon:
| Bucket Name | Description | Typical Marketing Attribution % |
|---|---|---|
| Inbound | Direct demo requests, high-intent inquiries | 90%+ |
| Hot Accounts | High web engagement, lead scoring thresholds met | 60% |
| Warm Accounts | Moderate intent, often from content downloads | 40% |
| Cool Accounts | Intent data, 3rd party lists | 15% |
| Cold Accounts | Zero prior engagement, SDR-sourced | 0% |
drive_spreadsheetExport to Sheets
Why Buckets Work
- Reflects Reality: Leads from different sources have different needs and close rates. This model acknowledges that.
- Aligns with Strategy: SDRs know how to tailor outreach based on the bucket, boosting effectiveness.
- Reduces Friction: Clear rules minimize internal debate about “who gets credit,” fostering collaboration.
Read our blog post on KIndly Regards
Important Considerations
- Decay Time and SLAs: Hot leads need fast responses. Set rules for how long a lead can stay in a bucket, and ensure SDRs have clear follow-up timelines.
- The “Revival” Rule: While bucket origin determines marketing attribution, a long-dormant lead revived inbound might reflect the impact of the first SDR effort. Consider a 12-18 month “look-back” window for initial meeting sources.
- SDR Comp Tie-In: Bucket system helps measure marketing ROI, but doesn’t shortchange SDRs. Use pipeline stage, opportunity value, etc. in their comp plan.
- Iterate: No model is perfect. Track results by bucket, be willing to refine percentages or add new buckets as your strategy evolves.
Read our blog post on how to ask for update in email
The Bottom Line
Attribution isn’t an exact science, but it doesn’t have to be a constant source of conflict. By simplifying your model, aligning with sales realities, and focusing on insights over arbitrary precision, you’ll gain better visibility into what’s working – and where to invest your resources for the highest impact.
