Build a weekly scorecard that ties attributed outcomes to stage movement and owning levers.
The weekly scorecard reports spend, clicks, CPL, CAC, and attributed revenue by channel, but it does not show which stage changed first or which team owns the next action. Build the scorecard from decision backward: outcome, stage movement, channel role, owning lever. Attribution belongs after stage signals, not before them. The common trap is to stack channel tables and hope the room does the synthesis. That usually rewards the loudest channel owner and leaves cross-functional issues invisible. Step 1 Start with one business outcome such as pipeline created or net revenue. This anchors the scorecard to what the business actually…
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