Article · 16 min read

Sales Attribution: The Complete Guide for B2B Marketers

Vrushti Oza · Factors.ai Free Intermediate India

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.

  • U-shaped attribution gives 40 percent each to first touch and lead creation, splitting the remaining 20 across the middle.
  • W-shaped splits 30/30/30 across first touch, lead creation, and opportunity creation, with 10 percent to everything else.
  • Single-touch models only hold up under about a 30 day sales cycle; past three months you need multi-touch.
  • B2B buying committees run three to ten people, which is why last-touch flatters the wrong channel.
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It answers 3 questions

  1. Our numbers live in five different tools and none of them agree. How do I build one source of truth?
  2. Marketing says they sourced the pipeline, sales says they did. How do I settle attribution without starting a war?
  3. What does a genuinely best in class GTM data model look like, not just a tidy CRM?

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