B2B Attribution Problems That Distort Growth Decisions
Most attribution models break down in B2B environments with long sales cycles and multiple stakeholders.
This is one of the most common causes of misleading reporting and poor decisions in B2B teams.
Why this happens
- Long, non-linear buying journeys
- CRM data quality issues
- Overreliance on last-click or platform-reported data
Why it’s dangerous
- Leads to wrong channel decisions
- Creates false confidence in numbers
- Wastes budget or slows growth
What to do instead
If this problem shows up in your setup, the fastest way to get clarity is a focused audit that looks across analytics, attribution, and CRM together.
See the B2B Marketing Audit