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<UserObject label="GTM Operating Model  ›  Revenue Operations  ›  Attribution" link="/revops" id="bc"><mxCell style="text;html=1;fontSize=11;align=left;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fontColor=#64748B;" vertex="1" parent="1"><mxGeometry x="40" y="20" width="600" height="20" as="geometry"/></mxCell></UserObject>
<mxCell id="t" value="Attribution: who gets credit, and for what" style="text;html=1;fontSize=20;fontStyle=1;align=left;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fontColor=#0F172A;" vertex="1" parent="1"><mxGeometry x="40" y="40" width="800" height="30" as="geometry"/></mxCell>
<mxCell id="sub" value="A touch is any recorded interaction between a person at a target account and the company. Sourced credit names the one channel that created the opportunity; influence credit is shared across every touch that helped it along." style="text;html=1;fontSize=12;align=left;whiteSpace=wrap;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fontColor=#64748B;" vertex="1" parent="1"><mxGeometry x="40" y="70" width="1000" height="34" as="geometry"/></mxCell>
<mxCell id="cap" value="Touch captured&lt;br&gt;&lt;small&gt;campaign member, form fill, campaign-tagged (UTM) web visit, partner registration, product signup, outbound reply&lt;/small&gt;" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=14;fillColor=#EFF6FF;strokeColor=#2563EB;fontColor=#0F172A;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="1"><mxGeometry x="40" y="140" width="167" height="124" as="geometry"/></mxCell>
<mxCell id="stamp" value="Stamped on person and account&lt;br&gt;&lt;small&gt;first and latest touch fields; never overwritten by Sales&lt;/small&gt;" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=14;fillColor=#EFF6FF;strokeColor=#2563EB;fontColor=#0F172A;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="1"><mxGeometry x="237" y="140" width="167" height="124" as="geometry"/></mxCell>
<UserObject label="Source decision&lt;br&gt;&lt;small&gt;at the SQL gate: one sourced channel, locked on the opportunity&lt;/small&gt;" link="/funnel" id="gate"><mxCell style="shape=hexagon;perimeter=hexagonPerimeter2;size=0.18;whiteSpace=wrap;html=1;fontSize=14;fillColor=#EFF6FF;strokeColor=#2563EB;fontColor=#0F172A;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="1"><mxGeometry x="434" y="140" width="210" height="124" as="geometry"/></mxCell></UserObject>
<mxCell id="inf" value="Influence collected&lt;br&gt;&lt;small&gt;every campaign, partner and product touch on the buying group, from the lookback window through close&lt;/small&gt;" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=14;fillColor=#EFF6FF;strokeColor=#2563EB;fontColor=#0F172A;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="1"><mxGeometry x="674" y="140" width="167" height="124" as="geometry"/></mxCell>
<UserObject label="Reported off the warehouse&lt;br&gt;&lt;small&gt;one touchpoint table: a row per touch per opportunity&lt;/small&gt;" link="/revops/systems" id="rep"><mxCell style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=14;fillColor=#EFF6FF;strokeColor=#2563EB;fontColor=#0F172A;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="1"><mxGeometry x="871" y="140" width="167" height="124" as="geometry"/></mxCell></UserObject>
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<mxCell id="ae2" value="" style="edgeStyle=orthogonalEdgeStyle;rounded=1;html=1;strokeColor=#475569;strokeWidth=1.5;fontColor=#334155;fontSize=11;defaultLabelBackgroundColor=gap;" edge="1" source="stamp" target="gate" parent="1"><mxGeometry relative="1" as="geometry"/></mxCell>
<mxCell id="ae3" value="" style="edgeStyle=orthogonalEdgeStyle;rounded=1;html=1;strokeColor=#475569;strokeWidth=1.5;fontColor=#334155;fontSize=11;defaultLabelBackgroundColor=gap;" edge="1" source="gate" target="inf" parent="1"><mxGeometry relative="1" as="geometry"/></mxCell>
<mxCell id="ae4" value="" style="edgeStyle=orthogonalEdgeStyle;rounded=1;html=1;strokeColor=#475569;strokeWidth=1.5;fontColor=#334155;fontSize=11;defaultLabelBackgroundColor=gap;" edge="1" source="inf" target="rep" parent="1"><mxGeometry relative="1" as="geometry"/></mxCell>
<mxCell id="prec" value="SOURCED: ORDER OF PRECEDENCE, FIRST MATCH WINS" style="swimlane;startSize=26;html=1;fillColor=#F8FAFC;strokeColor=#CBD5E1;fontColor=#475569;fontSize=11;fontStyle=1;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;rounded=1;arcSize=6;pointerEvents=0;" vertex="1" parent="1"><mxGeometry x="40" y="318" width="1000" height="158" as="geometry"/></mxCell>
<mxCell id="pr1" value="&lt;b&gt;1 · Opportunity already open&lt;/b&gt;&lt;br&gt;on the account: no new source is set; the activity is logged as influence on that opportunity" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=12;align=left;spacingLeft=10;spacingRight=6;fillColor=#FFFFFF;strokeColor=#CBD5E1;fontColor=#334155;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="prec"><mxGeometry x="16" y="38" width="184" height="106" as="geometry"/></mxCell>
<UserObject label="&lt;b&gt;2 · Partner sourced&lt;/b&gt;&lt;br&gt;a partner registered the deal before anyone at the company had touched the account" link="/funnel/partner" id="pr2"><mxCell style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=12;align=left;spacingLeft=10;spacingRight=6;fillColor=#FFFFFF;strokeColor=#CBD5E1;fontColor=#334155;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="prec"><mxGeometry x="212" y="38" width="184" height="106" as="geometry"/></mxCell></UserObject>
<UserObject label="&lt;b&gt;3 · Product-led sourced&lt;/b&gt;&lt;br&gt;the account crossed the PQL threshold before it reached the gate" link="/funnel/product-led" id="pr3"><mxCell style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=12;align=left;spacingLeft=10;spacingRight=6;fillColor=#FFFFFF;strokeColor=#CBD5E1;fontColor=#334155;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="prec"><mxGeometry x="408" y="38" width="184" height="106" as="geometry"/></mxCell></UserObject>
<UserObject label="&lt;b&gt;4 · Outbound sourced&lt;/b&gt;&lt;br&gt;the meeting was booked from an outbound sequence an SDR or AE was running" link="/funnel/outbound" id="pr4"><mxCell style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=12;align=left;spacingLeft=10;spacingRight=6;fillColor=#FFFFFF;strokeColor=#CBD5E1;fontColor=#334155;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="prec"><mxGeometry x="604" y="38" width="184" height="106" as="geometry"/></mxCell></UserObject>
<UserObject label="&lt;b&gt;5 · Inbound sourced&lt;/b&gt;&lt;br&gt;otherwise, the first qualifying inbound touch inside the lookback window" link="/funnel/inbound" id="pr5"><mxCell style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=12;align=left;spacingLeft=10;spacingRight=6;fillColor=#FFFFFF;strokeColor=#CBD5E1;fontColor=#334155;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="prec"><mxGeometry x="800" y="38" width="184" height="106" as="geometry"/></mxCell></UserObject>
<mxCell id="ae5" value="checked in this order" style="edgeStyle=orthogonalEdgeStyle;rounded=1;html=1;strokeColor=#475569;strokeWidth=1.5;fontColor=#334155;fontSize=11;defaultLabelBackgroundColor=gap;exitX=0.5;exitY=1;entryX=0.5;entryY=0;" edge="1" source="gate" target="prec" parent="1"><mxGeometry x="-0.1" relative="1" as="geometry"/></mxCell>
<mxCell id="for" value="WHAT EACH ONE IS FOR" style="swimlane;startSize=26;html=1;fillColor=#F8FAFC;strokeColor=#CBD5E1;fontColor=#475569;fontSize=11;fontStyle=1;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;rounded=1;arcSize=6;pointerEvents=0;" vertex="1" parent="1"><mxGeometry x="40" y="500" width="1000" height="140" as="geometry"/></mxCell>
<mxCell id="fo1" value="&lt;b&gt;Sourced · one channel per opportunity&lt;/b&gt;&lt;br&gt;used for capacity planning, SDR and partner compensation, and the demand plan by source" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=12;align=left;spacingLeft=10;spacingRight=6;fillColor=#FFFFFF;strokeColor=#CBD5E1;fontColor=#334155;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="for"><mxGeometry x="16" y="38" width="312" height="90" as="geometry"/></mxCell>
<mxCell id="fo2" value="&lt;b&gt;Influenced · many touches per opportunity&lt;/b&gt;&lt;br&gt;used for marketing budget allocation; read as shares across a multi-touch model, which spreads credit over the touches by a set weighting; never used for comp" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=12;align=left;spacingLeft=10;spacingRight=6;fillColor=#FFFFFF;strokeColor=#CBD5E1;fontColor=#334155;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="for"><mxGeometry x="340" y="38" width="312" height="90" as="geometry"/></mxCell>
<mxCell id="fo3" value="&lt;b&gt;Self-reported · “how did you hear about us”&lt;/b&gt;&lt;br&gt;captured as its own field and compared with system attribution to find channels the tracking misses; never used to replace it" style="rounded=1;arcSize=12;whiteSpace=wrap;html=1;fontSize=12;align=left;spacingLeft=10;spacingRight=6;fillColor=#FFFFFF;strokeColor=#CBD5E1;fontColor=#334155;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;" vertex="1" parent="for"><mxGeometry x="664" y="38" width="312" height="90" as="geometry"/></mxCell>
<mxCell id="note" value="Rules: the source is locked at the gate and changed only by RevOps, with a logged reason. Sales cannot edit campaign or touch data. The lookback window (how far before the opportunity was created a touch still counts) and the multi-touch weighting are set in the quarterly definitions review. Marketing operations runs capture; RevOps owns the rules and arbitrates disputes. Companies differ on the precedence order, some ranking outbound above product-led; what matters is that it is written down and applied by the system, not argued deal by deal." style="text;html=1;fontSize=11;align=left;whiteSpace=wrap;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fontColor=#64748B;" vertex="1" parent="1"><mxGeometry x="40" y="656" width="1000" height="58" as="geometry"/></mxCell>
<mxCell id="own" value="owner · Marketing operations (capture), RevOps (rules, arbitration)  measured by · sourced and influenced pipeline by channel, share of opportunities with a source, disputes per quarter" style="text;html=1;fontSize=11;align=left;whiteSpace=wrap;fontFamily=Inter;fontSource=https%3A%2F%2Ffonts.googleapis.com%2Fcss%3Ffamily%3DInter;fontColor=#64748B;" vertex="1" parent="1"><mxGeometry x="40" y="722" width="1000" height="20" as="geometry"/></mxCell>
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