Marketing says it worked. Sales disagrees. Finance stops listening. We build the instrumentation that ends the argument: one funnel definition, attribution without overclaiming, and reporting the board actually trusts.
Attribution theater is everywhere: dashboards that credit whatever touched last, models nobody can explain, and a quiet agreement to stop asking. The fix is not another tool. It is one definition of the funnel, instrumentation that matches how buyers actually buy, and claims sized to the evidence.
One funnel definition signed by marketing, sales, and finance. Every report in the company descends from it, so the argument ends at the source.
Attribution presented as evidence, not fiction: correlation windows, self-reported attribution done properly, and holdout thinking. Underclaiming is what makes the number durable.
Board-ready views of pipeline, CAC, payback, and coverage, plus the newest instrument on the sheet: citation share in AI answers.
In that order on purpose. A dashboard on top of a broken funnel definition is just faster confusion.
One funnel, one truth, across CRM, spend, and finance data.
Multi-touch where it helps, humility where it lies.
The views the CFO signs and the board reads.
Citation share: how often AI engines cite you when your buyers ask. Measured on a cadence, tied to pipeline without overclaiming.
Full AI Search Optimization program →AI Search-First. Senior-Led Go To Market.
Bring the dashboard nobody believes. You leave knowing what is real, what is noise, and what to instrument next.