Attribution usually comes up when someone asks a very reasonable question: What’s actually driving revenue? It sounds simple. It almost never is. If you’ve worked in RevOps for any length of time, you’ve probably been in this exact situation. A dashboard goes up in a meeting. Someone points to an…

If you’ve ever closed a forecast call and thought, “We’re going to spend the rest of the quarter explaining this number,” you already understand why pipeline hygiene best practices matter. On paper, the pipeline looks fine. Plenty of deals. Dashboards load without errors. But the conversation tells a different story.…

If you’ve spent any real time in revenue operations, you’ve probably seen this play out: every team thinks they understand the customer journey, but no two teams describe it the same way. Marketing talks in leads and engagement. Sales talks in stages and pipeline. Customer success talks in onboarding, adoption,…