Marketing says they sourced the pipeline, sales says they did. How do I settle attribution without starting a war?
Stop trying to find the one true owner of a deal, because in B2B there is not one. Run two views side by side and be explicit about what each is for: a first touch or source view that tells marketing which channels create new accounts, and a multi touch or influence view that shows every team that was involved in a won deal. Use the first to allocate budget and the second to settle credit, and never pay a bonus off the same model you use for planning. Also lock the definition before you build the report: what counts as a qualified opportunity, at what stage it is counted, and whose timestamp wins. Most attribution fights are actually definition fights.
Go deeper
4 resources, 2 India-specific, 4 link-checked.
📄 Article
✓ Link checkedIndiaFreeIntermediate
Written by an Indian B2B attribution company, this walks through single touch versus multi touch models and, more usefully, when each one is honest. Good grounding before you pick a model your teams will argue about.
The clearest single document on what a revenue data model should look like end to end, from lead through renewal and expansion. It is the vocabulary most modern RevOps teams have quietly standardised on.
Measured across more than a million opportunities at 1,418 companies, so it is actual behaviour data rather than a vendor survey. Useful for separating the AI features that move win rates from the ones that just look good in a demo.
Factors.ai is an Indian company built specifically for B2B attribution, so its founder has spent years on the argument this question is about: why one true owner of a deal does not exist and what you show marketing and sales instead.
