---
title: "Retiring the spreadsheet: computing marketing's sourced and influenced share natively"
type: case-study
evidence_type: proof
category: "Reporting, Forecasting & Board Metrics"
publisher: "LeanScale"
date_modified: 2026-08-08
word_count: 373
topics: ["forecasting", "revenue-operations"]
canonical_url: https://knowledge.leanscale.team/customers/native-multi-touch-attribution-for-a-board-reporting-pack/
source: "LeanScale Knowledge Hub — https://knowledge.leanscale.team"
license: "Free to quote and cite with attribution to LeanScale."
---

# Retiring the spreadsheet: computing marketing's sourced and influenced share natively

**Evidence type:** proof (what happened)

A PE-backed financial-services platform's marketing team was assembling attribution by hand in spreadsheets and could not fully defend its dashboards. LeanScale turned on native multi-touch attribution, built the field machinery behind it, and replaced the manual process with a monthly reporting pack built off the same data.

## The challenge

Marketing attribution was assembled by hand, contact by contact, in spreadsheets every reporting cycle. Leadership could not fully trust the dashboards, the board wanted evidence of pipeline growth, and a lean two-person team was spending its month producing the report rather than acting on what the report said.

## The approach

Native multi-touch attribution turned on and wired up
Turned on the platform's enterprise multi-touch revenue attribution and built the machinery it needs to work — new attribution fields plus first-touch and latest-lead-source stamping — so sourced and influenced impact is computed in the system rather than mapped by hand.

A channel translator so tagging discipline is not a prerequisite
Built a channel-translator workflow that normalises inconsistent inbound source values into the reporting taxonomy, so attribution does not silently depend on every campaign being tagged perfectly at the point of entry.

UTM backfill with safeguards
Backfilled UTM data historically with safeguards against overwriting good values, giving the attribution model enough history to be worth reading.

A dashboard set per audience
Designed and iterated executive, marketing, sales and rep-level dashboards through successive versions, plus a paid-advertising spend dashboard.

A monthly board pack off the same data
Built a monthly board-deck reporting pack from the same underlying data, replacing the manual contact-by-contact spreadsheet process the team had been running each cycle.

Roadmap advisory, labelled as roadmap
Delivered a leadership engagement review as the business case for the partnership and scoped a revenue-intelligence layer against the board's pipeline-growth goal. This is scoped roadmap, not delivered result.

## Outcomes

Sourced and influenced shares now compute natively
The attribution model computes marketing-sourced and marketing-influenced shares inside the platform instead of having them assembled by hand. On our own read of a matched twelve-month window of roughly a hundred closed deals, it returned sourced at about 17% and influenced at about 50%. Those are figures from a LeanScale delivery note off the native reports, not a board-approved metric — the CMO-facing exec and board view of marketing influence was still an open build at the end of the window, with the customer still asking for a view that went beyond sourced deals.

The manual attribution process retired
The monthly contact-by-contact spreadsheet build was replaced by a reporting pack generated from the attribution data itself.

## Quotes

> We need to leverage y'all as a strategic partner to map that out.
>
> — Customer, Marketing lead

> I really do think that if we create something like that together, it's a product that you can go to market with.
>
> — Customer, Marketing & RevOps lead


## Canonical

https://knowledge.leanscale.team/customers/native-multi-touch-attribution-for-a-board-reporting-pack/