The More Complex Your Attribution Model, The Less Anyone Trusts It

At some point, many companies fall into the trap: “If our attribution isn’t trusted, let’s make it more precise. More sophisticated.”

So they add fractional weighting. Multi-touch logic. Custom fields. Dozens of stages. A tangled web of rules that looks impressive on a slide deck.

Complexity Feels Smart — But It’s a Trust Killer

Here’s what actually happens when attribution models get over-engineered:

• Sales stops paying attention because they can’t follow it
• Marketing rolls their eyes because they know the rules are arbitrary
• Leadership nods at the dashboards — then makes gut calls anyway
• RevOps wastes cycles tweaking models no one believes

And the people who did the work? They still don’t get credit. Because the complexity didn’t fix the core problem — it just buried it deeper.

The key element is still missing from their understanding.

The Core Problem Isn’t Model Design — It’s Missing Links

No model can compensate for missing connections between GTM effort and closed revenue. If the CRM never saw the SDR’s first outreach, no fractional weighting is going to surface that influence.

You don’t need more complexity. You need clearer connections.

RevTruth: Simple. Focused. Trusted.

RevTruth doesn’t ask you to manage a model. It gives you verified links between GTM activity and opportunities — so attribution isn’t an argument anymore.

Fast. Defensible. And easy for anyone — from marketing to SDRs to the board — to understand at a glance.