Case study
Building a Multi-Touch Attribution Model That Sales Actually Trusted
The Situation
A B2B SaaS company selling into the US and Australia was generating solid pipeline, but marketing and sales constantly disagreed on which channels deserved more budget. Last-click attribution was giving almost all credit to branded search and retargeting.
The Challenge
- Heavy reliance on last-click reporting
- No visibility into the full buyer journey (often 6–11 touchpoints)
- Marketing struggled to defend upper-funnel and content investments
- Sales had low confidence in the data coming from marketing
What We Built
- Implemented a practical multi-touch attribution model (position-based + time-decay hybrid)
- Connected GA4, ad platforms, and CRM data into a single warehouse
- Created clear revenue-influenced and revenue-sourced reports
- Built simple executive dashboards that both marketing and sales could understand
Results
- Marketing gained clear visibility into the true contribution of content and paid social
- Budget reallocation improved overall pipeline efficiency by ~22% within one quarter
- Sales team began using the attribution reports in pipeline reviews
- Reduced internal friction between marketing and sales on channel performance
“Client details anonymized for confidentiality.”