Emilio GarciaManaging Partner, Boundify · Demand Gen Advisor

Attribution Reporting Across Multiple Teams

7 Nov 2025 · 1 min

Watch on YouTube

0:56

In this segment, the speaker recounts a thorough attribution analysis conducted during their tenure at Outreach, where every sales opportunity was examined for source, influence, and team involvement. The findings revealed that 98% of opportunities were touched by marketing and sales, with customer success also playing a role for existing customers. The speaker argues that the focus should shift from assigning attribution credit to recognizing that marketing, sales, and customer success function as a single, unified team driving the business forward. They stress the importance of shared outcomes, common goals, and aligned KPIs, while also emphasizing transparent communication about each team’s distinct role in achieving those outcomes.

Chapters

I did a really deep analysis when I was at Outreach a handful of years ago where we looked at every single opportunity we've ever driven and we ran a pretty detailed analysis on source and influence and team. And 98% of every single opportunity was touched by marketing and sales. And then for existing customers, customer success. Right. And so I look at it as like, it doesn't matter. Who's like getting, you know, attribution for what. It just matters that we are, we are one team moving the business forward. We have the same outcomes, we have the same goals, we have the same KPIs, but we play different roles in driving those outcomes. And you have to know what those roles are and be really honest and open and communicative on what that is by team.