How to detect duplicate revenue attribution
A practical reconciliation method for finding when multiple systems claim the same closed deal and the combined total misdirects a budget decision.
Read the noteField notes
Methods for decisions you can audit.
These notes explain professional analysis methods, diagnostic checks and planning assumptions. They do not claim to represent an internal client dataset or results delivered by BARI BUTI MARKETING S.L.
- Source
- Professional methodology
- Published
- When there is something to say
- Written by
- BARI BUTI MARKETING S.L.
- Briefing
- Four issues a year
Recent notes
Six things worth knowing.
Open any of these to read it in full. They are short because the useful part of most marketing analysis fits in about a thousand words.
Cost per lead is the wrong number to take to a board meeting
A channel with the lowest cost per lead is frequently the most expensive source of revenue you have. The arithmetic that shows why takes about five minutes.
Read the noteDocumentation pages outperform service pages in technical search
In IT buying, the person searching is rarely the person signing. They are an engineer checking whether your product does one specific thing, and your service page does not answer that.
Read the noteWhy a 90-day sales cycle breaks standard analytics reporting
Default attribution windows were designed for e-commerce. Applied to enterprise software they systematically credit the wrong channels and hide the ones creating demand.
Read the noteTrade buyers abandon carts for reasons consumer research never mentions
A purchasing manager with an approved supplier and a contract price does not abandon an order over shipping cost. They abandon it because the price on screen is not the price they were promised.
Read the noteLead scoring models fail when sales never signed the definition
Most scoring systems encode what marketing can measure rather than what sales can close. The fix is a two-hour meeting nobody wants to schedule.
Read the noteQuarterly briefing
Four emails a year, no sequences.
The briefing covers measurement methods, planning templates and material platform changes. Any future benchmark will identify its external source or be clearly labelled as an assumption.
- Frequency
- Four issues a year, at the close of each quarter
- Contents
- Measurement methods, planning templates and documented platform changes
- Data source
- Professional methodology and cited public sources where applicable
- What does not happen
- No automated follow-up, no sales sequence, no list sharing
- Unsubscribing
- One click from any issue, effective immediately
Next step
Recognise your own numbers in any of these?
A fixed-fee audit will tell you which of the problems above you have, with the evidence pulled from your own systems. It stands alone and does not commit you to a retainer.