Marketing Attribution Ownership in a RevOps Model
RevOps should own attribution because it controls the CRM data finance trusts.
Solange Okafor
Section
8 stories in Cross-Functional Ownership.
RevOps should own attribution because it controls the CRM data finance trusts.
Clear role boundaries and accurate commission data are the missing pieces.
RevOps and sales leadership must jointly own quota setting to make targets credible.
Clear ownership and versioning prevent commission disputes from becoming costly legal battles.
Defining decision rights upfront prevents commission system migrations from stalling indefinitely.
RevOps must own the entire customer handoff process to prevent early churn.
Unify CRM and finance data to prevent commission disputes before they start.
When commissions depend on CRM data, pipeline disputes become paycheck disputes.