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
The End of Attribution Theater
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.
Credit-Based Outputs
- Impressions and clicks
- First-touch charts
- “Influenced pipeline”
Decision-Ready Outputs
- Stage conversion delta
- Median days-in-stage
- Committee role coverage
// DECISION_CONFIDENCE_DASHBOARD
Measurement That Ships (Not Slides)
Control Groups + Exposure Rules
Includes suppression logic and cohort definitions to keep lift defensible even when attribution is probabilistic.
VIEW PROTOCOL →Stage SLA + Cycle-Time Metrics
Track median and distribution days-in-stage to prove cycle compression without averaging away reality.
VIEW PROTOCOL →Committee Coverage + Role Penetration
Measure engaged personas per account and role coverage to reduce single-thread deal risk.
VIEW PROTOCOL →Play Versioning + Release Notes
Includes changelog templates and naming conventions so performance ties to specific system decisions.
VIEW PROTOCOL →Measurement Data Contract
Includes required fields and CRM writeback specs so signals stay comparable across your entire stack.
VIEW PROTOCOL →The Weekly Operating Rhythm
| Weekly Decision | Metric | Operating Action |
|---|---|---|
| Which play gets more budget? | Win-rate / stage lift | Scale winners |
| When will this cohort convert? | Median velocity | Set realistic SLAs |
| Will SDRs actually run this? | Acceptance rate | Fix payload rules |