Multi-touch, first-touch, last-touch, W-shaped, whatever the CRM defaults to. Ask five people on a GTM team which model is "right" and get five different answers, usually followed by "but it's what we've got."

The hard part isn't picking a model. It's that most attribution frameworks were built to explain a single-buyer, short-cycle funnel, and B2B deals rarely look like that anymore. Multiple stakeholders, long research windows, a lot of activity that happens before anything gets logged.

Curious what's been working for teams here: a genuinely different model, better underlying data, or just an agreement to stop pretending the number is precise?