Revenue Attribution
Per-channel sourced pipeline, influenced pipeline, and closed revenue, joined from the touches on your opportunities.
Overview
Revenue Attribution answers the question every GTM channel is measured on: how much pipeline did it source, how much did it influence, and how much revenue did it earn. It joins the chain from signal to touch to pipeline to revenue over your opportunities and reports the credit per channel, so a leader can see which motions actually pay and the efficiency scorecard has an honest input.
Sourced vs influenced
Sourced pipeline is credited to the channel of an opportunity's first touch: the motion that opened the door. Influenced pipeline is credited to every channel that touched the opportunity at all. A lost deal earns no pipeline, because it is not future revenue; only open and won deals count toward pipeline. This separation is the split channel teams argue about, made explicit and deterministic.
First-touch vs multi-touch revenue
Closed-won revenue is reported under two models, side by side, so neither hides the other. First-touch gives the whole amount to the channel that sourced the deal. Even multi-touch splits the amount equally across the distinct channels that touched it. Both are deterministic: the same opportunities and touches always produce the same numbers, so the attribution holds up in a board review. The board ranks channels by multi-touch revenue.
Where the data comes from
Attribution reads your opportunities and the touches recorded on them (each a channel and a date) from your connected CRM and stored records. If you have not recorded touches yet, the board is empty rather than guessing a channel. The more complete the touch history, the sharper the attribution, but the model never invents a touch that is not there.