The Efficiency Edge

Actionable insights and proven practices to help leaders build smarter, faster-growing businesses.

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June 24, 2025

8 B2B Measurement Saboteurs (and How to Beat Them with Agentic Analysis)

Attribution breaks in familiar ways — missed scans, swapped invites, job changes, and more. We identified eight common breakdowns - and show how forensic, agentic analysis can reconnect the dots and reveal the true buyer journey - so you don't have to.

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May 29, 2025

What is forensic attribution?

Forensic attribution is a new way of doing B2B large opportunity and ABM attribution. Instead of using your existing data and applying models to it, a forensic attribution system pulls every signal from different data sources (your CRM, marketing tools, email tracking or meeting video recording, and so on) and recreates what happened to understand what actually worked.

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May 6, 2025

One Year In: Two Radical New Solutions to B2B Revenue Attribution

A year ago, we set out to help B2B go-to-market teams make better decisions by building the best multi-touch attribution model in the world. We failed. But that turned out to be a good thing.

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May 6, 2024

The Quest for B2B Revenue Attribution and Intelligence

Once upon a time, “growth at any cost” was an acceptable strategy for B2B companies. Money was cheap, so teams could drive new revenue simply by spending their way to success.

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