An attribution model defines how credit for conversions or revenue is assigned across marketing touchpoints. It helps marketers understand which channels, campaigns, or assets most effectively influence the buyer journey, which is essential for budget optimisation and strategic planning.
In B2B, attribution is notoriously complex due to long buying cycles and multi-person decision-making. Models range from first-touch and last-touch to more sophisticated multi-touch frameworks like U-shaped, W-shaped, or data-driven attribution, each offering different insights into performance contribution.
By connecting attribution models with CRM and revenue data, marketing teams can quantify the true impact of top- and mid-funnel activity, not just the final conversion. This leads to better forecasting, smarter investment, and stronger alignment with sales outcomes.
