Why GTM Teams Struggle to Prove Impact—and What to Do About It

In nearly every go-to-market team, there comes a familiar moment.

Marketing runs a high-performing campaign. Sales closes a big deal. Revenue goes up. But when it’s time to connect the dots such as who sourced that lead? What influenced the decision? Which touches really moved the needle? The picture starts to become unclear.

Attribution, in theory, should be straightforward. But in reality, it’s often murky, inconsistent, and full of gaps. Ask three teams where the credit lies, and you might get three different answers.

And that’s the core challenge:

It’s difficult to measure the actual impact of Marketing, Content, and Revenue teams when attribution is broken and individuals who oversee it change.

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The State of Attribution Today

According to a recent Salesforce State of Marketing report, 68% of marketing leaders say their attribution models are only somewhat effective or not effective at all. And a study by Forrester found that just 32% of B2B marketers are confident in their ability to measure ROI across channels.

Why? 

• Fragmented systems: CRM, MAP, ad platforms, and event tools each hold a piece of the puzzle but aren’t designed to work together completely.
• Dirty or incomplete data: A Gartner report estimates that poor data quality costs organizations an average of $12.9 million per year.
• Lack of standardization: Internal taxonomies and inconsistent naming conventions create misalignment.
• Short-sighted tooling: Most attribution platforms only provide insight moving forward, leaving past performance unanalyzed and misunderstood.

This doesn’t just affect reporting. It impacts planning, team alignment, resource allocation, and ultimately, revenue decisions.

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A Smarter Approach with RevSure

At RevSure, we’ve built a system from the ground up to address these challenges. Here’s how it works:

1. Ingests Historical Data & Applies Exclusion Rules

RevSure connects to your CRM, MAP, and ad platforms to unify siloed data across systems. But instead of just collecting raw information, it cleans and harmonizes it using custom exclusion rules ensuring apples-to-apples comparisons across time.

This also enables retroactive attribution analysis which is an often-missing piece. So teams don’t have to wait to see results; they can benchmark and improve based on past performance from day one.

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2. Classifies Campaigns Automatically

We’ve all seen the chaos that mis-tagged UTMs or inconsistent campaign naming can create. RevSure uses a blend of rule-based logic and AI to automatically categorize campaigns into channels like Paid Search, Organic, Events, and more even when data is messy. No more manual spreadsheet triage. No more mystery traffic.

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3. Smart Rebucketing & Deduplication

Campaigns with bad or missing metadata aren’t ignored as they’re auto-corrected and rebucketed using RevSure’s entity resolution engine. Teams can also customize the rebucketing logic to match their GTM taxonomy, making attribution both precise and meaningful.

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4. Full Journey & Source Visibility

The final and perhaps most critical—piece is journey visibility. RevSure shows who truly influenced a lead: Marketing, SDRs, AEs, or all of the above. It tracks both online and offline activities and uses AI to surface hidden influence signals, like dark funnel activity or anonymous touchpoints.

According to 6sense, up to 70% of the buyer’s journey happens anonymously long before a form is ever filled. That’s a huge portion of influence most tools never capture.

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Attribution That Builds Alignment

This isn’t just about credit. It’s about truth. When attribution is trustworthy, teams collaborate better, invest smarter, and scale more confidently.

Whether you’re just starting to untangle your GTM motion or looking to tighten the connection between pipeline and performance, RevSure offers the clarity to move forward—with confidence.