Lead & Opportunity Attribution - Project Details / Task List
Tag: lead-opp-attribution
Total Hours: 45h
Structure: Single Milestone (<=50h)
Milestone: Lead & Opportunity Attribution
Description: A technical and strategic project that implements a multi-touch attribution model to track and assign credit to marketing and sales activities that contribute to lead generation and opportunity creation.
Task List: (Lead & Opportunity Attribution) 1. Discovery & Tracking Infrastructure
Contains: Parts 1-2
| Task | Est | Description |
|---|---|---|
| 1. Audit Current CRM Lead Source and Campaign Data | 2.5h | Assess what touchpoint data is currently captured in the CRM and identify data quality gaps. End state: Documented inventory of existing lead source values, campaign tracking fields, and data completeness percentages. • Pull list of all Lead Source picklist values and analyze distribution across last 6 months of leads • Identify inconsistent or duplicate source values (e.g., "Google" vs "google" vs "Google Ads" vs "Paid Search") • Audit Campaign object usage: count campaigns created, campaign member records, and influence tracking • Document which touchpoint data is captured vs missing (first touch, subsequent touches, offline events) • Quantify data quality gaps (e.g., "35% of leads have blank Lead Source") • Export sample of 20-30 closed-won opportunities and manually trace their touchpoint history |
| 2. Map the Buyer Journey with Stakeholders | 2h | Interview marketing and sales to document the typical touchpoints from first interaction to closed-won. End state: Visual buyer journey map showing key touchpoints and conversion milestones. • Schedule 45-60 min buyer journey mapping session with marketing (Demand Gen, Content) and sales leadership • Document common first-touch channels (paid search, organic, events, referrals, outbound) • Identify key conversion milestones: first touch, lead creation, MQL, SQL, opportunity creation, closed-won • Map typical touchpoints between milestones (nurture emails, webinars, sales calls, content downloads) • Note differences in journey by segment (enterprise vs SMB, inbound vs outbound) • Create visual journey map showing touchpoints at each stage for stakeholder alignment |
| 3. Evaluate and Select Attribution Model | 2.5h | Analyze attribution model options against client's sales cycle and business needs, then recommend the appropriate model. End state: Attribution model selected and documented with stakeholder buy-in. • Review attribution model options: first-touch, last-touch, linear, U-shaped, W-shaped, time-decay • Analyze client's average sales cycle length (short cycles favor simpler models; 6+ month cycles need multi-touch) • Consider buying committee complexity (multiple stakeholders require account-level attribution) • Evaluate CRM/MA native attribution capabilities (Salesforce Campaign Influence vs custom solution) • Present recommendation with pros/cons to VP Marketing and RevOps • Document selected model rationale and get stakeholder sign-off |
| 4. Standardize UTM Taxonomy and Tracking URLs | 3h | Create a consistent UTM parameter taxonomy and tracking URL templates for all marketing campaigns. End state: Documented UTM taxonomy with templates and tracking URL builder for marketing team. • Define UTM parameter standards: utm_source (channel), utm_medium (type), utm_campaign (campaign name), utm_content (variation) • Create standardized naming conventions (lowercase, underscores, no spaces) • Build tracking URL template spreadsheet or tool (e.g., Google Sheets UTM builder) • Document taxonomy rules with examples for each channel (paid search, social, email, events) • Review existing URLs and campaigns for compliance; flag inconsistencies for cleanup • Train marketing team on UTM standards and URL builder usage |
| 5. Configure Lead Source Normalization Rules | 3h | Build lead source normalization logic to consolidate inconsistent source values into clean categories. End state: Automated normalization rules that clean lead source data on ingest. • Create master Lead Source taxonomy with 10-15 clean values (e.g., Paid Search, Organic Search, Referral, Event, Outbound) • Map existing messy values to clean categories (e.g., "Google" + "google ads" + "adwords" → "Paid Search") • Build normalization automation in CRM (Salesforce Flow, HubSpot Workflow, or Marketo Smart Campaign) • Configure rules to run on lead creation and update • Test normalization with sample records; verify correct categorization • Document normalization logic for ongoing maintenance |
| 6. Implement Touchpoint Capture on Lead/Contact Records | 3.5h | Configure fields and automation to capture first-touch and subsequent touchpoints on Lead and Contact records. End state: All new leads have first-touch source/campaign populated; subsequent touches tracked via campaign membership. • Create custom fields for first-touch attribution: First Touch Source, First Touch Campaign, First Touch Date • Build automation to stamp first-touch fields on lead creation (only if blank) • Configure campaign member tracking to log subsequent touchpoints • Set up hidden form fields to capture UTM parameters and pass to CRM • Implement web-to-lead or form handler integration to preserve UTM data • Test end-to-end: submit test form with UTM parameters, verify data flows to CRM fields |
Task List: (Lead & Opportunity Attribution) 2. Configuration & Enablement
Contains: Parts 3-4
| Task | Est | Description |
|---|---|---|
| 7. Set Up Multi-Touch Attribution Logic | 3.5h | Configure the selected attribution model in the CRM using campaign influence or custom attribution objects. End state: Attribution logic operational and assigning credit to touchpoints on opportunities. • If Salesforce: Enable Customizable Campaign Influence and configure influence model (primary vs multi-touch) • If HubSpot: Configure multi-touch revenue attribution reports with selected model • Set attribution lookback window (e.g., 90 days, 180 days) based on sales cycle length • Configure touchpoint weighting per selected model (e.g., W-shaped: 30/30/30/10) • Build custom attribution object if native capabilities insufficient (junction object linking Opportunity to Campaigns with credit %) • Document attribution logic configuration for troubleshooting and future modifications |
| 8. Create Opportunity-to-Campaign Linkage | 3.5h | Build the connection between opportunities and influencing campaigns to attribute pipeline and revenue. End state: Opportunities linked to all influencing campaigns with credit allocated per model. • Configure Contact Role requirements on opportunities (essential for campaign influence to work) • Set up automatic campaign member to opportunity association via Contact Roles • Build automation to create Campaign Influence records when opportunities are created • Configure influence credit calculation based on selected attribution model • Test with sample opportunities: verify campaigns are linked and credit is allocated correctly • Validate that influenced pipeline and revenue roll up to Campaign object |
| 9. Test Attribution Data Accuracy | 2h | Validate attribution logic by reconciling sample deals against known touchpoint history. End state: Confirmed accuracy of attribution data with documented test results. • Select 10-15 recently closed-won opportunities with known marketing touchpoints • Manually trace each opportunity's touchpoint history from first touch to close • Compare manual trace to CRM attribution data; identify discrepancies • Investigate and fix root causes of discrepancies (missing campaign members, broken automation) • Re-test after fixes; document final accuracy rate • Sign off on attribution accuracy with marketing stakeholder |
| 10. Build Attribution Reports and Dashboards | 4h | Create reports and dashboards that surface attribution insights for marketing decision-making. End state: Live dashboards showing pipeline and revenue by source, campaign, and channel. • Build core attribution reports: Pipeline by Source, Revenue by Campaign, Influenced Pipeline by Channel • Create time-based views (monthly, quarterly) for trend analysis • Build executive dashboard summarizing attribution insights (top performing campaigns, channel mix) • Configure drill-down capability to see opportunity details behind attributed revenue • Set up scheduled report distribution to marketing leadership • Validate report numbers against raw data; ensure no double-counting |
| 11. Conduct Marketing Team Training | 2h | Train marketing team on interpreting attribution data and using it to optimize campaigns. End state: Marketing team capable of self-service attribution analysis and campaign optimization. • Schedule 60-90 min training session with marketing team (Demand Gen, Marketing Ops, Content) • Cover: attribution model logic, how to read dashboards, common interpretation mistakes • Walk through real campaign examples showing attribution in action • Demonstrate how to use data for budget decisions (which channels to invest in vs cut) • Address questions about data accuracy and limitations of model • Record session and share with team; create quick-reference guide |
| 12. Document Attribution System and Governance | 2h | Create documentation for ongoing attribution system maintenance and governance. End state: Complete documentation package enabling client self-sufficiency. • Document UTM taxonomy with examples and naming conventions • Create lead source value dictionary with definitions • Write attribution model technical specification (fields, automation, logic) • Build troubleshooting guide for common issues (missing data, incorrect attribution) • Define governance process: who owns attribution, how to add new campaigns, quarterly review cadence • Assign single owner (typically RevOps) for attribution data quality |
| 13. Hand Off and Schedule Refinement Check-In | 2.5h | Transfer system ownership to client and establish follow-up for model refinement. End state: Client self-sufficient with scheduled check-in for optimization. • Deliver documentation package to RevOps and Marketing Ops • Transfer admin access and credentials • Walk through ongoing maintenance tasks (adding campaigns, UTM updates, quarterly reviews) • Schedule 30-day check-in to validate data accuracy post-launch • Define criteria for model refinement (when to adjust weights, change lookback window) • Close out project with final status report to stakeholders |
Summary
- Total Task Lists: 2 (consolidated from 4 Parts)
- Total Tasks: 13 (one per Step)
- Total Hours: 45h
- Generated from: playbook_lead-and-opportunity-attribution.md
- Generated on: 2025-12-31