Measurement Exists to Decide:
Which Accounts. Which Plays. Which Spend.
B2B attribution is probabilistic. We don’t promise a perfect ROI number—we build a system that reduces uncertainty for your highest-leverage decisions. If Play A lifts Evaluate→Validate by +18% in Manufacturing but not SaaS, we reallocate spend next week, not next quarter.
PLATFORM ON (6sense / Demandbase)
- Standardize cohorts + stage definitions
- Operationalize platform intent into CRM actions
PLATFORM OFF (CRM / MAP First)
- Implement the measurement layer in your stack
- Build the field contracts required for ABM scale
Outputs appear in: CRM Fields + ABM Segments + Weekly Decision Dashboards.
The End of Attribution Theater (Credit Without Decisions)
Attribution theater is credit-based reporting that doesn’t change a decision. In complex cycles, we measure lift against a baseline so you can reallocate spend with confidence—without pretending one touch “caused” the deal.
Exposure is defined with forensic rigor (e.g., ≥2 high-intent touches within 14 days + account match) so cohort comparisons stay valid and defensible.
Credit-Based Outputs
- Impressions, clicks, and CTR
- First-touch / Last-touch charts
- “Influenced pipeline” (no baseline)
Decision-Ready Outputs
- Stage conversion delta vs cohort
- Median days-in-stage (velocity)
- Buying-committee role coverage
// DECISION_CONFIDENCE_DASHBOARD
Focus: Probabilistic Lift vs. Counterfactual Baseline.
Measurement That Ships (Not Slides)
Control Groups + Exposure Rules
Includes suppression logic and cohort definitions to keep lift defensible even when attribution is probabilistic.
Stage SLA + Cycle-Time Metrics
Track median and distribution days-in-stage to prove cycle compression without averaging away reality.
Committee Coverage + Role Penetration
Measure engaged personas per account and role coverage to reduce single-thread deal risk.
Play Versioning + Release Notes
Includes changelog templates and naming conventions so performance ties to specific system decisions.
Measurement Data Contract
Includes required fields and CRM writeback specs so signals stay comparable across your entire stack.
The Weekly Operating Rhythm
This is the weekly ABM review format we install to drive continuous optimization.
| Weekly Decision | Metric | Operating Action |
|---|---|---|
| Which play gets more budget? | Win-rate / stage lift by version | Scale winners, iterate sequence |
| When will this cohort convert? | Median days-in-stage velocity | Set realistic targets & SLAs |
| Will SDRs actually run this? | Acceptance rate for context-ready accounts | Fix payload & routing rules |