Revenue Attribution Modeling is the process of identifying which marketing and sales touchpoints contribute to revenue — and how much credit each should get. It helps you understand what’s really driving conversions, so you can invest more in what works and cut back on what doesn’t.
There are different models to choose from, like first-touch (all credit to the first interaction), last-touch (credit to the final step before conversion), or multi-touch (credit spread across several steps). The right model depends on your sales cycle, team structure, and data maturity.
Example:
Let’s say a lead first downloads an eBook, then attends a webinar, and finally books a sales call. In a first-touch model, the eBook gets all the credit. In a multi-touch model, the eBook, webinar, and sales call each get partial credit — giving you a more nuanced view of what influenced the deal.