Revenue Operations

Traditional multi-touch attribution models that dominated B2B marketing for a decade are collapsing under their own complexity. AI-powered influence modeling that understands causal relationships rather than just tracking touchpoints is delivering dramatically more accurate insights into what actually drives revenue—and fundamentally changing how marketing investments get allocated.

The MQL is dying—not because it was a bad idea, but because the buying journey it was designed to measure no longer exists. Forward-thinking revenue teams are abandoning lead scoring entirely for fundamentally different approaches to qualification.