Attribution & pipeline reporting · Mid-market B2B

Multi-touch attribution. Reported in pipeline dollars.

For mid-market B2B teams running Marketo, Eloqua or HubSpot with Salesforce: we fix attribution where it actually breaks — at the joints between systems — then build pipeline reporting your finance team will trust.

Start with the free audit → Talk it through

Is this you?

Two dashboards. Two different numbers.

Attribution rarely fails inside a tool. It fails between them: the click that never reaches the CRM, the call that lives only in the call platform, the opportunity created by hand with no source.

→ Marketing and sales report different pipeline numbers
→ A large share of opportunities have no source
→ Nobody can trace a closed deal back to the campaign that started it
→ Your attribution model was set up once and never checked
→ Ad platforms still optimise for form fills, not revenue

What you get

Fixed at the joints. Reported in dollars.

📥

Capture at the source

Campaign parameters and click IDs stored on every form and lead record, with a tagging convention that holds.

Capture

🧵

Threaded through the CRM

Source on every opportunity, first-touch protected from overwrites, calls wired in from the call-tracking platform.

Thread

📊

Attribution model

A multi-touch model set up in the tools you already own, with its assumptions written down.

Model

💵

Pipeline reporting

Cost per pipeline dollar by channel, with revenue synced back to the ad platforms.

Report

How it works

Plumbing first. Models second.

Multi-touch models are only as good as the data reaching them. We fix capture and threading before choosing a model, because a sophisticated model on broken plumbing produces confident nonsense. The thinking is in attribution threading.

Wherever possible we build inside your existing marketing automation platform and Salesforce rather than adding another tool.

1 Ten-deal test — trace recent closed deals back to their source
2 Fix the joints — capture, tagging, calls, opportunity source
3 Set the model — multi-touch, with documented assumptions
4 Report pipeline — cost per pipeline dollar, revenue fed back to ads

Attribution across real martech stacks

The specific stacks and questions we are asked about most.

Marketo, Eloqua or HubSpot plus Salesforce

Most mid-market B2B attribution problems sit in the hand-off between the marketing automation platform and Salesforce: campaign membership that never syncs, lead source overwritten on conversion, and opportunities created without contact roles, which breaks influence reporting. Each platform has its own attribution options — Salesforce offers campaign influence reporting, Adobe sells Marketo Measure (formerly Bizible), and HubSpot includes attribution reporting in its higher Marketing Hub tiers — but every one of them depends on the same plumbing being right first.

Pipeline reporting for mid-market B2B

Pipeline reporting answers one question: what does a dollar of qualified pipeline cost, by channel? Getting there needs a source on every opportunity, consistent rules for when opportunities are created, and a time window that allows for your sales cycle. We report it alongside win rates, because a dollar of pipeline from a channel that closes at 30% is worth more than one that closes at 10%. See cost per pipeline dollar.

AI in revenue operations

AI is useful in attribution work for the repetitive parts — spotting unattributed opportunities, flagging inconsistent tagging, compiling the weekly pipeline picture. It is not a substitute for the plumbing, and an AI model reading a broken record set will summarise the errors fluently. Fix the joints first; then automate the reporting.

Questions

Before you ask.

Which attribution model should we use?

The one whose assumptions you can explain to your finance team. Position-based and time-decay models are common starting points for B2B; data-driven models need more volume than many mid-market teams have. The model matters less than the plumbing underneath it.

Is perfect multi-touch attribution possible?

No. Much of the buying journey happens where no tool can see it, and privacy changes mean less is observable each year. The goal is defensible attribution: every closed deal traceable to a credible source, with the gaps known and small.

Do we need a new attribution tool?

Often not. Salesforce, your marketing automation platform and your ad platforms usually have what is needed once the data reaching them is right. We recommend buying only when your stack genuinely cannot do the job.

Do you work with Eloqua?

Yes — the approach is the same across Marketo, Eloqua and HubSpot: fix capture and threading into Salesforce, then build the model and reporting on top.

What does it cost?

Start with the free demand strategy audit, which includes measurement integrity. Implementation is scoped after a short conversation.

Keep reading

The System

Attribution threading

Fixing marketing attribution at the joints between systems.

Revenue data workflows

Attribution your team actually trusts.

Can you trace a deal
back to its source?

Five minutes for the free audit, including measurement integrity.