An attribution model is a set of rules that determines which marketing touchpoints receive credit for a conversion. Different models answer that question differently — and the same pipeline, leads, and revenue run through three different models will produce three different answers about which channels drove results.

The question usually surfaces after a conversation that didn't go well — the CFO asked what marketing contributed to revenue, or a new VP of Sales walked in and immediately questioned why HubSpot and Salesforce don't agree. Here are five signs the problem is structural enough to require outside expertise, and one honest section on when it isn't.

RevOps is supposed to align marketing, sales, and customer success around shared data. In practice at most $5M–$50M companies, RevOps is built around the sales funnel — and marketing attribution lives in the gap. This post covers specifically what the marketing and GTM alignment layer of RevOps involves, when a fractional engagement makes sense, and what honest scope looks like.

Marketing reported 52 MQLs. Sales says they received 11 qualified leads. The CMO and VP of Sales are presenting different numbers to the same CEO — and Sales wins that argument every time. Most companies treat this as a culture problem. It isn't. It's an infrastructure problem with three specific technical causes — and fixing them is what makes the numbers reconcile permanently.

The audit is done. The deck is in a shared drive. The findings were real — and the implementation never happened. This isn't a prioritization failure. It's three specific and predictable problems that cause audit findings to go unbuilt at almost every B2B company. Here's what they are and what it actually takes to move from findings to working infrastructure.

Most marketing audits review strategy — campaigns, channels, messaging. A marketing operations audit examines something different: the infrastructure layer that determines whether your marketing data can be trusted at all. Here are the nine tracks a proper audit covers, and what each one tells you about where revenue visibility is being lost.