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    "slug": "attribution-is-a-management-tool",
    "title": "Attribution is a management tool, not a measurement one",
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    "published": "2026-07-27"
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      "value": "Zero",
      "claim": "The number of attribution models that observe a counterfactual. Every one of them reports order of contact and divides credit by rule.",
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      "value": "19 percent",
      "claim": "Average B2B win rate, down from 29 percent the year before, across 655,000 opportunities. Longer, more crowded cycles are exactly the conditions attribution win…",
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      "value": "2 to 3x",
      "claim": "Spread in one channel's credit you should expect across standard models",
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      "value": "1 field",
      "claim": "Cost of adding self reported source to a demo form",
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      "value": "4 to 6 weeks",
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      "title": "GTM Benchmarks: Win Rates, Cycles, and Pipeline",
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      "published": "2026-07-04",
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      "method": "655,000 opportunities and 48 billion dollars of pipeline analysed; average win rates fell to 19 percent from 29 percent year over year.",
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