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SQL Attribution
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Enablement
SQL Attribution
SQLs (quarter)
196
▲ 9% vs last Q
Marketing-influenced
84%
of all SQLs
Avg touches → SQL
7.3
across 3 channels
Top first-touch
Organic search
32% of SQLs start here
What actually creates an SQL — not just the last click
Last-click gives the website all the credit, but the real story is a relay: organic search or a guide starts 51% of SQLs, email & retargeting warm them in the middle, and the website closes the loop. Judge email on last-click and you'd cut it — yet it's a middle touch on 43% of SQLs. The channels you'd cut on last-click are the ones creating and nurturing demand; the website mostly harvests it.
Marketing influence on SQLs first / middle / last touch
Every channel that touched an account before it became an SQL — not just the last one.
| Channel | First touch | Middle touch | Last touch | Influenced SQLs |
|---|---|---|---|---|
Organic search |
63 | 41 | 22 | 78% |
Website / direct |
18 | 29 | 96 | 71% |
Email / nurture |
9 | 84 | 14 | 58% |
Paid retargeting |
21 | 52 | 11 | 44% |
SDR outbound |
34 | 18 | 26 | 31% |
Events / webinar |
27 | 22 | 7 | 19% |
Read across a row: email is a first touch only 9 times but a middle touch 84 times — it nurtures, it doesn't source. Last-click hides that entirely.
Same SQLs, three attribution models
Credit shifts dramatically depending on how you count. RevOS defaults to multi-touch.
Last-touch (what most tools show)
First-touch
Multi-touch (RevOS default)
Website
Organic
Email
Paid
SDR
Most common path to SQL
The journey 1 in 4 of your SQLs actually take.
1
Organic search
Found a guide via Google / AI assistant
2
Email nurture
Downloaded asset → 3-email sequence
3
Retargeting
Saw comparison ad, revisited
4
Website → demo request
Became an SQL · avg 18 days