01
Name the decisions
Identify the planning, operating, and reporting decisions attribution is expected to support before selecting the fields or model.
Fix SaaS attribution
Fix attribution by agreeing on the lifecycle before building a dashboard.
Attribution becomes unreliable when the business has competing lifecycle stages, source rules, event definitions, ownership, or reporting purposes. A new dashboard cannot settle those decisions on its own.
THE SHORT ANSWER
Start with the decisions the team needs to make, then define the lifecycle, source fields, events, and reporting limits that can support those decisions.
What to investigate
Where do the meaning, ownership, and handoff of revenue signals stop matching?
The point is to locate the system condition behind the symptom before allocating more time, spend, or headcount.
- 01
Marketing, sales, and product teams use the same terms—lead, qualified, activated, opportunity—with different definitions.
- 02
Source fields are overwritten, incomplete, or unable to show how a buyer moved through a multi-touch journey.
- 03
A dashboard reports more numbers but does not make the next budget, channel, or handoff decision more legible.
- 04
The team needs a single-touch answer from data that can only support a more nuanced view with explicit caveats.
How we approach the work
Make one useful decision at a time.
02
Define the shared model
Set lifecycle stages, event requirements, source handling, ownership, and the distinction between a signal and a conclusion.
03
Build for limits
Create reporting that shows useful patterns and makes its coverage, uncertainty, and blind spots visible.
Map the decision
Follow the signal across the system.
The fastest-looking answer is rarely the complete one. We trace the relevant path from buyer intent through the operating handoffs, then decide where focused work can make a difference.
See what the audit covers
A useful boundary
When this is not the right first move.
An attribution rebuild is not the first move when the core CRM process is unstable, teams cannot maintain agreed definitions, or there is no decision owner for the reporting. Stabilise the operating model before adding more reporting layers.
See the full Growth OSContinue the investigation
The next useful page depends on the evidence you need.
A practical next step
Bring the question that is slowing growth down.
A Growth System Audit creates a shared view of the evidence, the constraint, and the next decision—without turning uncertainty into a fake score.
Explore the audit