Revenue Attribution • Reporting — By Kasey Chan, GrowthKitty
If you have ever sat in a board meeting explaining why the marketing report, the CRM report, and the CFO's spreadsheet all show different revenue numbers, you are experiencing an attribution problem. It feels like a reporting problem. It is not.
UTM parameters break somewhere in the funnel. Multiple systems track the same event differently. First-touch and last-touch attribution both lie — neither reflects how B2B deals actually close through multiple touches across a 60 to 180 day cycle.
UTM fields should be locked at first touch and last touch separately. Offline sources need a defined tagging convention. Every deal should have a required influenced-by association back to at least one marketing activity. After a proper attribution rebuild, marketing should show the board a pipeline number that matches the CRM and the CFO's model without footnotes.
Does this sound like your situation?
Kasey works directly with B2B teams to fix exactly these problems — no juniors, no handoffs.