Quartus Ventures

RevOps · Jul 22, 2026 · 5 min read

Your attribution is probably lying to you

Before you argue about channel budget, check whether the report you're arguing over can actually support the conclusion.

Most budget arguments are really data arguments in disguise. Two people look at the same dashboard, reach opposite conclusions, and neither is wrong given what the dashboard shows.

Three questions before the next budget meeting

  1. What's the attribution window, and who set it?
  2. Are self-reported and tracked sources reconciled anywhere?
  3. Can you tie a closed-won deal back to first touch without a manual step?

If any answer is "not sure," fix that before moving spend. Reallocating budget on top of reporting you don't trust just moves the uncertainty somewhere else.

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