Lore

Revenue Attribution Futility (Attribution Fights)

Precise attribution of revenue to a single team's work is generally unrealistic, and chasing it is — in Karina Stukan's (CEO, Bizzy) words — "a waste of time." A customer may need roughly 12 touch points before signing up, spanning marketing, product, design, and engineering jointly; no single function can isolate its share of the resulting revenue.

In larger organizations, attempts at precise attribution tend to devolve into unproductive attribution fights between departments, each claiming credit. Karina's alternative is not precision but connection: use a Metrics One-Pager to show how a team's work maps to top-level goals, and communicate in terms of Output → Outcome → Impact Framework rather than trying to prove a dollar figure.