Attribution (Marketing Attribution)

The percentage of customers or revenue you lose over a given period. Churn is the silent killer of B2B companies — even small monthly churn compounds into devastating annual losses. A 3% monthly churn rate means you lose over 30% of your customers every year. Reducing churn by even one or two percentage points often has a bigger impact on growth than any new marketing campaign.

The percentage of people who take a desired action at any stage of your funnel — visitors to leads, leads to opportunities, opportunities to customers. Conversion rates tell you exactly where your revenue machine is leaking. A 1% improvement at the top of the funnel compounds through every stage below it, which is why the best RevOps teams obsess over conversion rates at every stage rather than just the final close.

A system that assigns numerical values to prospect and customer interactions — email opens, website visits, content downloads, event attendance — to measure how actively engaged they are with your brand. Engagement scoring helps your team focus on the accounts showing real buying behavior instead of chasing cold leads. The difference between good and bad engagement scoring is whether the scores actually correlate with revenue outcomes — most default scoring models don't, and need to be calibrated against your own closed-won data.

Company-level attributes used to segment and qualify accounts — industry, employee count, revenue, location, technology stack, and growth stage. Firmographics are to B2B what demographics are to B2C: the foundation of your targeting and segmentation strategy. Without accurate firmographic data in your CRM, your sales team can't prioritize effectively and your marketing team can't target precisely, which means you're spending resources on accounts that will never buy.

An attribution model that gives 100% of the credit for a conversion to the very first marketing interaction a prospect had with your brand. First touch answers the question 'How did this customer originally find us?' It's useful for understanding which channels are best at filling the top of your funnel, but it completely ignores every touchpoint that happened after that first click — which in B2B can span months and dozens of interactions.

A measure of how closely your predicted revenue matches what actually closes — typically expressed as the percentage difference between forecasted and actual results. Forecast accuracy is the metric that separates operationally mature companies from chaotic ones. Consistent misses erode board confidence, cause hiring and spending mistakes, and signal deeper problems in pipeline management. Improving forecast accuracy usually requires fixing CRM data quality and deal stage definitions, not just asking reps to be more careful.