Opportunity Attribution: a how to guide

Revenue Operations
April 19, 2024

Opportunity attribution helps organizations understand which channels, campaigns, or team efforts contribute most to generating sales opportunities and revenue. This guide will outline a step-by-step approach based on insights gathered from a discussion among professionals on various online forums.

Step 1: Determine What to Measure

Decide on Key Metrics:

  • Number of Opportunities (SAOs, Stage 2s, etc.): Track the total number of sales-accepted opportunities.
  • Dollar Pipeline: Measure the total potential revenue from these opportunities.

Step 2: Choose Your Attribution Model

Understand Different Attribution Models:

  • Single Attribution: Assign each opportunity to a single source or team (e.g., sales, marketing, channel). This is straightforward but may oversimplify the contribution of other channels.
  • Double Counting Attribution: Allow opportunities to be counted for multiple groups. This recognizes the contribution of various efforts but can lead to inflated success metrics.
  • Split Counting: Divide the credit for an opportunity among different groups based on their involvement. This can be complex to implement but offers a balanced view of contributions.

Step 3: Select the Attribution Methodology

Identify How to Attribute Opportunities:

  • First Touch: Credit the first interaction a prospect has with your company. This is simple but may undervalue later efforts that move the prospect through the funnel.
  • Last Touch: Attribute the opportunity to the last known interaction before conversion. This method favors closing activities but may ignore the importance of initial engagement.
  • Weighted or Algorithmic Approach: Use a model like Bizible that attributes value across multiple touchpoints. This is more complex but provides a comprehensive view of what drives opportunities.

Step 4: Implementing Attribution in Your CRM

Set Up Your CRM for Attribution:

  1. Custom Fields: Create fields in your CRM to track the attribution model metrics, such as the source of the opportunity and the attributed revenue.
  2. Automation Rules: Utilize automation to assign attribution based on your chosen methodology. This may involve setting up workflows to update opportunity records with the correct attribution information.

Step 5: Regular Review and Adjustment

Monitor and Optimize Your Approach:

  • Evaluate Effectiveness: Regularly review the attribution data to understand which channels and efforts are most effective at generating opportunities.
  • Adjust Strategies: Use these insights to reallocate resources and adjust strategies to improve performance.
  • Resolve Disputes: Establish clear guidelines and processes for attribution to minimize disputes among teams. Transparency and communication are key to resolving any issues that arise.

Step 6: Leverage Technology and Partnerships

Incorporate Advanced Tools and Partnerships:

  • Consider partnering with companies like with advanced data analytics and AI for more accurate and dynamic opportunity attribution.
  • Explore tools that specialize in multi-touch attribution to gain deeper insights into your sales and marketing funnel.


Defining and assigning opportunity attribution is a critical process for optimizing sales and marketing efforts. By following these steps and choosing the right attribution model and methodology, organizations can gain valuable insights into their revenue-generating activities. Regularly reviewing and adjusting based on attribution data ensures that resources are effectively allocated, maximizing the impact of every sales and marketing initiative.

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