Attribution Trust Diagnostic
Stop defending your budget with data the CFO doesn’t trust.
Marketing reports one pipeline number. Finance sees another. The week before the board meeting goes to reconciling spreadsheets by hand.
The Attribution Trust Diagnostic finds exactly where your data breaks between the website, CRM, and ad platforms — and gives you one number both sides can stand behind.
Built for CMOs under CFO and board pressure — with marketing ops or RevOps as the internal champion.
You’ve lived this.
- Google Analytics says one CAC. Salesforce says another. Finance has a third number in a spreadsheet.
- A form submits a lead — but the source field comes through blank.
- “Marketing-sourced pipeline” means one thing to you and something else to the CFO.
- Dashboards keep multiplying, but nobody trusts any of them the week before the board meets.
average Fortune 500 B2B CMO tenure — among the shortest seats in the C-suite
Forrester, 2025 ↗The real break
The tools work. The connections don’t.
Your CRM, analytics, and ad platforms are each fine on their own. The numbers conflict because the connections between them — source fields, campaign taxonomy, lifecycle definitions — are owned by no one. That’s a systems problem, not a competence problem.
Fixed scope · 2–3 weeks
What the diagnostic includes
- Map your current attribution model end to end.
- Audit CRM source fields and campaign taxonomy.
- Trace where data breaks between website, automation, CRM, and ad platforms.
- Pinpoint the specific mismatches causing the reporting conflict.
What you walk away with
the exact points where data integrity fails
what to fix first, second, and third
sourced vs. influenced vs. assisted, in the CFO’s language
We don’t promise perfect attribution — no one can model a complex B2B journey perfectly. We give you a consistent, defensible number your CMO and CFO can both stand behind.
Where it leads
Fixing attribution means fixing the data that feeds it — forms, tracking, taxonomy, lifecycle definitions. Fix one and the next dependency becomes visible. That isn’t scope creep; it’s how connected systems work. Darwin Flux is the operating model that keeps the fix from drifting back the next time someone adds a campaign source.
How Darwin Flux works →Questions you’re probably asking.
Don’t we just need a better attribution tool?
Usually not. The tools are rarely the problem — the conflict comes from how data is captured and defined upstream. We find those breaks first, so a new tool wouldn’t just inherit the same bad inputs.
What do we actually walk away with?
Three artifacts: a gap report showing where the data breaks, a prioritized fix roadmap, and a board-ready reporting framework — yours to use whether or not we do the remediation.
How long, and how disruptive?
Two to three weeks, fixed scope. It’s mostly a read of systems you already have — minimal demand on your team’s time.
See exactly where your numbers break.
How many hours does your team spend reconciling numbers before each board meeting?