From Stuck to Scalable: How Modern B2B Teams Are Rebuilding Attribution from the Ground Up

A few years ago, attribution was a checkbox; one more report buried in a slide deck, one more dashboard collecting dust in Salesforce. The infrastructure most B2B marketers relied on was rigid, slow, and always a few steps behind. You had to choose between SFDC Campaign Influence (which everyone knew was flawed) or overly complex AppExchange tools duct-taped together across the stack.

Zach Matek, GTM Systems & Analytics Architect at Saviynt, captured this shift perfectly in a recent post. He’s spent years helping organizations transform how they think about the GTM tech stack. And his takeaway is one every modern marketer should hear: You don’t need a data lake. You need clarity.

“Modern marketers need flexibility and deep insight into their entire go-to-market motion... You don’t need a massive Salesforce overhaul or a sprawling data lake to gain actionable intelligence and predictive insights.”

This isn’t just a tech problem. It’s a mindset shift.

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Legacy Attribution Is Built for a Different Era

Most attribution models were designed in an era when B2B buying was linear. An email blast led to a landing page, which led to a lead form, which led to a sales call. Easy to follow. Easy to model. Easy to influence.

However, today, the buying journey resembles a pinball machine. Prospects bounce between webinars, social posts, peer Slack channels, analyst reports, cold outbound, and product reviews—sometimes in the same day.

Trying to capture that with static attribution models or single-source CRM fields is like trying to photograph a lightning storm with a disposable camera. Zach’s experience confirms what many of us already feel: traditional tools can’t keep up. Not because they’re broken, but because the questions marketers are asking have evolved. It’s no longer just “What drove this lead?” It’s “What’s actually accelerating deal velocity? What content shapes decisions? Where are we wasting the budget?”

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The Shift: From Siloed Metrics to Funnel-Wide Insight

In his work with the RevSure team, Zach points to a breakthrough that many B2B teams have long struggled to unlock: a full-funnel view with causality baked in. Together, Saviynt and Revsure have developed reporting that not only tracks what happened but also reveals why it occurred.

• Campaign-level performance (not just vanity metrics)
• Conversion rates across all funnel stages (not just top-of-funnel)
• Content effectiveness by buying stage (not just clicks or MQLs)

And perhaps more importantly, these insights don’t live in a dusty dashboard no one checks. They’re part of a collaborative, iterative process.

“Every session is collaborative. Every view is intentional. And when something doesn’t make sense, the team actually leans in to solve it.” This is what modern attribution should feel like: transparent, dynamic, and directly tied to business outcomes.

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Because Marketing Can’t Afford to Fly Blind Anymore

Budgets are tighter. Leadership is demanding a clearer ROI. Sales and marketing alignment isn’t a buzzword; it’s a survival strategy.

Yet most teams are still struggling with:

• Reporting built for board slides, not real decisions.
• Attribution tools that treat “inquiry to close” as a straight line.
• Data that’s either too fragmented or too high-level to act on.

This is why stories like Zach’s matter. They show a path forward that doesn’t require blowing up your tech stack or spending months in a BI black hole. It starts with asking better questions and having the right partners and tools to help you answer them in real-time.

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Lessons from the Field: What We’re Learning from RevSure Customers

Zach’s experience echoes what we’re hearing across our customer base:

• You don’t need perfection, you need clarity. Attribution isn’t about having every touchpoint mapped with surgical precision. It’s about identifying what’s truly moving the needle and adjusting accordingly.
• You need models that match your motion. Whether you’re running PLG, ABM, high-velocity sales, or a mix of all three, your attribution model should adapt, not force-fit.
• It’s not just about marketing. When attribution is done right, it unites marketing, sales, RevOps, and even finance around the same view of pipeline impact.

This represents a fundamental shift underway in B2B go-to-market strategy. It may not be flashy or buzzword-laden, but it’s redefining how teams operate, and ultimately, how they achieve success.

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The Human Side of Attribution

At its core, attribution isn’t just about models or dashboards. It’s about people, the marketers trying to show the impact of their work, the RevOps leaders trying to fix broken funnels, and the GTM teams trying to make smarter decisions, faster.

What Zach captures so well in his post is that technology alone isn’t the answer. It’s the collaboration, the problem-solving, the willingness to challenge assumptions that creates the transformation.

At RevSure, we’re honored to be part of that journey with customers like Saviynt and leaders like Zach, who are raising the bar for what’s possible. If you're stuck with attribution that feels like a black box, or reporting that only tells part of the story, it’s time for a change. Start with better questions. Then find the right partner who won’t just show you the data, but will help you trust it.

Want to read Zach’s full post? Check it out here.

Let’s rebuild attribution, not as a report, but as a real-time decision system for modern GTM teams.