Facilitate the Attribution Debate
Use principled facilitation to turn channel-credit conflict into a measurement plan.
Ravi R Demand Gen Lead Budget room Three teams argue over pipeline credit before a budget reallocation. A credit fight can produce a bad budget compromise. Interests before positions Use principled negotiation: separate people from problem, focus on interests, use objective criteria. The shared interest is better budget allocation. Reset Ravi: Webinars created the pipeline. Paid search is just taking last-click credit. How do you reset? Criteria Paid search lead: We have the highest ROAS in the report. What criterion do you propose? Evidence Sales: I just care about meetings that become real opportunities. How do you turn this into…
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