Concept
Attribution
Assigning credit for a conversion or deal to the marketing or sales touchpoints that led to it.
Attribution answers the question: which channel delivered this customer? Models range from simple (first-touch, last-touch) to complex (multi-touch attribution with weighted models).
In B2B, attribution is harder than in B2C: long sales cycles, multiple stakeholders, and offline touchpoints make 100% accurate attribution impossible. Most B2B companies work with a hybrid: directional attribution for budget allocation + UTM tracking for specific campaigns.