Attribution Portal

Attributing GTM work is difficult for a boring reason: the work happens across too many systems. The roster lives in one tool, cold email activity in another, sequenced outreach in a third, and the meeting and the deal in the CRM — and none of them talk to each other. Every quarterly review, “did outbound source this?” gets answered by memory and a manual export, and the number changes depending on who is asked.

The portal pulls those tools together, matches campaign recipients to deal contacts by email address, and puts every possible match in a review queue rather than a live report. The reviewer sees the contact, the source campaign with its timestamp, the matched deal with stage and amount, an AI-drafted rationale written for the reviewer rather than treated as the answer, and call-transcript evidence — because email matching alone misses the person who never replied but booked inbound weeks later after their boss forwarded the email. A human approves or denies every match before it enters any number, and the historical result stays locked.

It evolved into company-wide linear multi-touch through HubSpot: credit split across every recorded touch on the journey instead of handed to whatever happened last, with synced properties making outbound touches available to CRM lists, workflows, and reports. Every variant carries its lineage, so a result traces to the decision that produced it.