Who gets credit for an opportunity, and what each kind of credit is allowed to decide. Marketing operations captures the touches; RevOps writes the rules and settles disputes.
Boxes marked ↗ open the page for that part of the model.
How to read this
- Sourced and influenced answer different questions. Sourced says which motion created the deal, so it drives capacity, comp and the demand plan. Influenced says what helped, so it drives where marketing spends.
- The sourced channel is decided once, at the SQL gate, by a fixed order checked by the system. Arguing it deal by deal is how attribution loses credibility.
- An existing open opportunity always wins: new activity on an account already in a deal is influence, never a second source.
- Self-reported source is kept beside system attribution, not instead of it. The gap between the two shows where tracking is blind, such as word of mouth, podcasts and communities.
- The lookback window and the multi-touch weighting are definitions like any other: set and changed in the quarterly definitions review, not in a dashboard filter.
Where it connects
Diagram source: 18-attribution.drawio 18-attribution.svg
