Closed-won, not MQLs
Rank channels by contracts signed rather than by content downloads.
For Cybersecurity Vendors
Which channels produced closed security deals?
Match closed-won contracts to the campaigns, events and content that produced the first conversation — across evaluations measured in quarters.
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Cybersecurity Vendors workspace FY2026
Revenue traced to a channel
$1,560,000 65% of $2,400,000 paid
- LinkedIn Ads $672,000 · 28%
- Events $528,000 · 22%
- Google Ads $360,000 · 15%
- Direct / Unknown $840,000 · 35%
Direct / Unknown is shown, never shared out across the channels above.
LinkedIn Ads · LeadFY2026 14 · (•••) •••-0134
Closed sale · FY2026 27$48,000
Matched · high confidence
The blind spot
What's actually happening
Security buying involves a committee, a proof of concept, a procurement review and a security questionnaire of your own. By the time it closes, no platform still claims the campaign that started it.
What you get
Built for Cybersecurity Vendors.
Evaluations measured in quarters
A deal sourced at a conference in Q1 and closed in Q4 still traces to it.
Nothing to install
No tag on your product surface, no integration to put through your own security review.
A worked example
The number you can take into a budget meeting.
Not impressions, not leads, not cost per click. Closed revenue, by the channel that produced it, for a period you choose — with the portion we could not trace shown rather than quietly shared out across your paid channels.
Total revenue$2,400,000paid revenue
Attributed to a channel$1,560,00065% of revenue
Average deal$48,000per paid sale
Match rate66%of sales matched
| Channel | Sales | Revenue | Share | % |
|---|---|---|---|---|
| LinkedIn Ads | 14 | $672,000 | 28% | |
| Events | 11 | $528,000 | 22% | |
| Google Ads | 8 | $360,000 | 15% | |
| Direct / Unknown | 17 | $840,000 | 35% |
01
Events are the channel nobody can measure and everybody keeps funding
Conference spend is among the largest line items in security marketing and the least measurable. A badge scan becomes a conversation, the conversation becomes an evaluation months later, and no click-based tool connects the two.
Because the badge-scan list is just another source export, events attribute like any other channel here. For several teams this is the first defensible number they have had on the largest thing they spend on — in either direction.
02
The tool you cannot install is the tool you can actually buy
A security company evaluating an attribution platform has to put it through the review it applies to everything else: what runs on the product surface, what data leaves, which subprocessors are involved. That review is often longer than the evaluation of the product itself.
There is nothing to install here. Two exports, reconciled after the fact, with no tag on any surface and no live connection to a CRM. That is a shorter conversation with your own security team, which for this segment is a feature rather than a convenience.
Why it matters
What changes when you can prove it.
You stop defending the budget and start growing it
"We generated 400 leads" invites an argument. "This channel closed $186,400 last quarter, here is the reconciliation" ends one. The teams that can show closed revenue by channel are the teams that get the next increase approved, because they are asking with evidence rather than with conviction.
You can cut the wrong channel without a fight
Killing spend is politically harder than adding it, because someone always owns the channel being cut. A number that reconciles to the sales export takes the argument out of the room — you are not overruling a colleague's judgement, you are reading the same ledger they are.
Your reporting survives the finance review
Platform-reported conversions do not reconcile to revenue, and eventually someone in finance notices. Reporting built from your own closed-sales export starts from the number finance already trusts, which is why it holds up when it is checked.
You answer in an afternoon, not a quarter
Because this reconciles exports rather than tracking visitors, it works on months that have already closed. You are not instrumenting now to learn something in ninety days — you can answer for last quarter today, which is usually when the question is being asked.
Honest answers
The pushback we hear from Cybersecurity Vendors.
They say
We cannot connect a vendor to our CRM.
We say
Nothing connects. You export closed-won opportunities and upload the file; there is no integration, no OAuth scope and no standing access to review.
They say
Our deals involve a buying committee.
We say
Export every contact on the opportunity and it attributes to whichever channel produced any of them. Credit is not split between them, and the product says so rather than inventing a weighting.
They say
Attribution modelling is more sophisticated than this.
We say
Multi-touch modelling is a different problem and we do not claim to solve it. What most teams lack is the deterministic join underneath the model — what closed, and where the contact came from. Start there.
Pricing
Flat monthly pricing. No per-call fees.
The number here is the number on the invoice — no per-call, per-minute or per-form fees. Most security software and services companies with enterprise cycles land on Enterprise — ten seats for the team and the highest monthly record allowance, since a year of closed deals is a lot of rows.
Enterprise
One business closing at volume
$499/mo
billed monthly
- 1 workspace · 10 seats
- 25,000 sales records / month (+$49 per 10,000)
- 24-month history
- Campaign drill-down and period comparison
- Single sign-on through your identity provider
- Your logo on every report
- Roles, permissions and guided onboarding
- Priority support
Questions
Questions we get about Cybersecurity Vendors.
Anything else? Talk to us — a person answers, usually the same day.
Closed-won opportunities: a primary contact email, the booked amount, and the close date.
Upload the badge-scan or event attendee list as a source file. Those deals then attribute like any other channel instead of disappearing.
Yes, with a type column. Attribution on a renewal usually says more about customer success than about marketing, and mixing them distorts both.
As long as your data covers. There is no attribution window, because there is no cookie involved.
It is encrypted, isolated to your workspace and deletable in one click. Only a contact detail, an amount and a date are needed.
Yes, and for a cycle this long that is the right unit — a quarter is too short to contain one.
Usually demand gen, RevOps and finance. Enterprise includes ten seats sharing one record allowance.
It lands in Direct / Unknown, shown rather than redistributed. For security vendors that bucket is often analyst referral and word of mouth, which is worth measuring in itself.
Nearby
Also worth reading.
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See how it worksMSPs & IT Services
Match signed managed-services agreements and their recurring value to the campaigns that produced the first conversation.
See how it worksMarketing Agencies
Match your clients' closed-sales exports to their ad and call data, and hand them a per-channel revenue report at renewal time.
See how it worksStart today
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