Key takeaways
- How to identify a buying committee from messy CRM data
- How to roll multi-contact, multi-email touches up to a single account
- How to weight first-touch, last-touch, and assist credit at the account level
- How to handle anonymous and personal-email touches before a contact is created
- How to report account-level pipeline and revenue back to your CMO
Why contact-level attribution breaks B2B SaaS
When five people from the same company each see four ads with two different email addresses, contact-level attribution gives you twenty disconnected stories. None of them tell you whether the ad spend produced the deal.
Account-level attribution takes the opposite approach: it stitches every touch from every contact under one company record, so a single deal has a single attribution story.
Stitch contacts to accounts
Cometly identifies contacts from an account by matching email domain, by associating contacts to companies inside HubSpot or Salesforce, and by joining browser sessions that share an account-bound identifier (a logged-in app session, a workspace ID, a company-level form field).
- Domain-match: emails on the same corporate domain get rolled up
- CRM associations: HubSpot Company associations and Salesforce Account-Contact links
- Anonymous-to-known stitching: pre-form sessions tied to the contact at form-fill
- Manual overrides: merge personal-email touches when a rep enriches a contact
Choose your account attribution model
Most B2B SaaS teams want a hybrid. First-touch tells you which channel originated the account. Last-touch tells you which channel closed it. Multi-touch (linear or position-based) tells you which channels sustained the buying journey in between. Cometly gives you all three, side-by-side, on the same account.
Report it the way your CMO actually thinks
Build dashboards that show: pipeline by source at the account level, average buying committee size by source, days from first-touch to closed-won by source, and influenced revenue by campaign. These are the numbers that win budget arguments.
Cometly · Guide
