Apr 8, 2026 · 8 min read
Attribution without the spreadsheet theatre
If leadership cannot answer which channels create qualified pipeline, the reporting stack is still a hobby. A practical checklist for tightening it.
Attribution arguments usually collapse into two camps: perfect multi-touch models nobody maintains, or last-click dashboards that lie politely.
The middle path is operational: agree on the definition of a qualified lead, instrument the handoffs, and reconcile marketing-sourced pipeline with revenue on a cadence you can keep.
If that sounds boring, good. Boring reporting is what scales.
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