Before RevSure, Abnormal did not have one shared way to measure marketing. Marketing operations wanted multi-touch attribution, other teams relied on first- or last-touch models, and executives used whichever number they trusted. With each group working from a different view, the company could not agree on what marketing actually drove or confidently plan the next year's budget.
The single-touch models created a second problem: they gave all the credit to one moment and discarded the rest of the buyer journey. High-frequency activity from ad platforms appeared more influential simply because more people passed through it, while the touches that moved deals - and awareness activity without a form fill - stayed hidden. Abnormal needed an attribution model every team could inspect, trust, and plan against.
RevSure unified data from 18 GTM systems into one AI-powered multi-touch attribution model spanning more than 300,000 deanonymized individuals and accounts and 62,000 opportunities. Instead of rewarding touch frequency, the model weighted each interaction by its contribution to the outcome and counted page views as smaller-weighted awareness touches.
The deployment expanded from marketing to SDR and AE coverage, giving each team visibility into its contribution while creating one executive view across sales and marketing. Every figure was inspectable down to the opportunities and touches behind it, and multi-touch credit added up to 100%, giving Abnormal a model its teams could audit and trust.
“What's amazing about RevSure is they're collecting data from virtually everything we do. From Reddit to 6sense to Marketo to Salesforce to Outreach, everything feeds into one platform.”
Today, Abnormal operates from one shared attribution model across its GTM organization. Teams no longer plan from competing first- and last-touch views; they work from the same definition of marketing contribution.
The AI model separates high-frequency activity from the touchpoints that actually move deals and brings previously invisible awareness activity into the buyer journey. Abnormal can now direct budget toward the work that changes outcomes instead of the channels that simply generate the most touches.
With the deployment complete across marketing, SDR, and AE teams, the model now informs Abnormal's FY27 demand-generation planning. What began as an attribution project has become a company-wide source of truth for understanding pipeline and deciding where to invest.