The platform deeply integrates with CRM systems to import offline sales activity, merging offline revenue with digital marketing touchpoints.
As a B2B revenue attribution platform, merging offline data with digital activity is a foundational feature. It natively integrates with CRMs like Salesforce and HubSpot to pull in "offline" data such as sales calls, booked meetings, sent emails, and finalized contract values. The platform's identity resolution engine then matches these offline sales activities with the digital footprints of the specific individuals involved (e.g., matching a salesperson's logged call with a prior webinar attendance by the prospect). This ensures that offline sales efforts are accurately represented in the customer journey, rather than giving 100% of the attribution credit only to digital marketing clicks.
The vendor operates purely as a data processor, offering EU data residency and built-in tools to manage strict B2B privacy requirements.
The platform is engineered to handle complex B2B data flows while strictly adhering to global privacy frameworks like GDPR and CCPA. The vendor operates exclusively as a Data Processor, ensuring the B2B organization retains full ownership of its pipeline data. Because it operates out of Denmark, it defaults to EU data residency, ensuring European customer data never touches US servers. It provides native tools for administrators to execute Data Subject Access Requests (DSARs), allowing the swift deletion of specific contact profiles from the attribution graph. However, businesses must ensure they operate under a valid legal basis (like legitimate interest or active consent) before passing CRM data to the platform.
The platform provides robust data extraction capabilities, natively pushing cleaned, unified B2B attribution datasets to major data warehouses.
A major competitive advantage of this platform is its approach to data ownership. Unlike tools that lock attribution data inside their own UI, this platform explicitly encourages data extraction. It offers native, automated pipelines to push the cleaned, unified B2B identity graph and touchpoint data directly into cloud data warehouses like Google BigQuery, Snowflake, Amazon Redshift, and Azure Synapse. This is a massive asset for RevOps and data engineering teams. It allows them to bypass the platform's standard UI and use the perfectly mapped attribution data in custom BI tools (like Looker or Tableau) or merge it with internal financial models.
The platform generally retains historical touchpoint and CRM data indefinitely for active customers, vital for analyzing long B2B sales cycles.
Because B2B sales cycles can stretch for 6, 12, or even 24 months, aggressive data purging is incompatible with accurate B2B attribution. Therefore, the platform does not typically impose strict, short-term data retention limits on active accounts. It retains historical digital touchpoints, CRM activities, and ad impressions indefinitely (or for the duration of the contract) so that the attribution models can accurately connect a Google Ad click from January to a closed-won deal in December. Organizations needing to enforce data minimization for internal compliance can manually request data purges, but the platform is architected to support deep, multi-year historical analysis.
Enterprise security is ensured via native SAML 2.0 Single Sign-On, integrating seamlessly with Okta, Azure AD, and Google Workspace.
Recognizing its target market of mid-market and enterprise B2B organizations, the platform fully supports SAML 2.0 Single Sign-On (SSO). This allows IT departments to integrate the attribution platform directly with centralized identity providers such as Okta, Microsoft Entra ID (Azure AD), Google Workspace, or OneLogin. By implementing SSO, organizations can enforce strict password policies, mandate multi-factor authentication, and automatically provision or revoke access to sensitive revenue data based on corporate directories. This is a critical feature for mitigating the security risks associated with shared credentials and managing access for large RevOps and marketing teams.
The platform functionality provides advanced B2B multi-touch attribution, distributing revenue credit across long, multi-stakeholder buyer journeys.
Multi-touch attribution is the core function of this platform. Unlike standard web analytics that rely on flawed "last-click" models, this tool maps every touchpoint across the entire B2B account (not just single users). Analysts can instantly toggle between various multi-touch models, such as Linear (equal credit to all touches), W-Shaped (emphasizing first touch, lead creation, and opportunity creation), U-Shaped, and Time Decay. This provides RevOps teams with a deeply nuanced view of how top-of-funnel content (like blog posts) assists bottom-of-funnel sales activities (like demo calls) in driving actual revenue, eliminating the bias toward immediate conversion channels.
The platform directly connects marketing activities to actual CRM pipeline value, definitively proving marketing ROI.
The primary value proposition of this platform is its ability to bridge the gap between marketing clicks and actual business revenue. By natively integrating with CRMs (like Salesforce or HubSpot), it pulls in the exact financial value of "Closed Won" deals and open pipeline opportunities. The attribution engine then maps this real-world dollar value backward across all the marketing and sales touchpoints that influenced the account. This definitively answers the question of marketing ROI, showing exactly how much actual revenue a specific LinkedIn ad campaign, webinar, or SEO strategy generated, moving far beyond basic metrics like "cost per lead."
nan
nan
This feedback-loop capability allows teams to sync B2B attribution data back to ad platforms (like LinkedIn or Google Ads) to optimize bidding algorithms for actual revenue.
A highly powerful feature is its ability to push the results of its attribution modeling back to the ad networks that generated the traffic. Because ad platforms typically only see immediate, top-of-funnel lead generation (like a form fill), their bidding algorithms optimize for cheap leads, not necessarily closed revenue. This platform solves this by syncing "offline" CRM conversions (e.g., an account reaching "Sales Qualified" status or a "Closed Won" deal) directly back to Google Ads, LinkedIn Ads, and Facebook Ads via API. This trains the ad networks' machine learning algorithms to bid on the specific types of users who actually generate B2B revenue, drastically improving ad efficiency.
ROAS and CAC reporting delivers highly accurate B2B ROAS and CAC metrics by combining ad spend data directly with CRM revenue and attribution modeling.
The platform provides specialized reporting for Return on Ad Spend (ROAS) and Customer Acquisition Cost (CAC) tailored specifically for B2B realities. It automatically ingests daily ad spend data from platforms like Google, LinkedIn, and Facebook, and compares that exact cost against the attributed revenue pulled from the CRM. Because it uses multi-touch attribution across the entire account journey, the resulting ROAS calculation is significantly more accurate than the flawed metrics provided inside the ad platforms themselves. This allows marketing leaders to clearly identify which specific campaigns are highly profitable and which are burning cash without generating pipeline.
This capability offers comprehensive dashboards analyzing campaign performance through the lens of B2B pipeline generation and closed revenue.
The platform provides deep campaign analytics, but firmly shifts the focus away from vanity metrics (clicks, impressions) toward business impact. Dashboards are designed to show how specific campaigns (like a specific webinar series or a LinkedIn remarketing campaign) generate Leads, Sales Qualified Leads (SQLs), Opportunities, and actual Revenue. A key strength is the ability to filter these campaign reports by specific B2B firmographics—such as company size, industry, or specific account tiers. This allows B2B marketers to see not just if a campaign was popular, but if it successfully engaged the specific target accounts that actually drive business value.