Closed-won, not pipeline
Rank channels by revenue that actually closed, so pipeline inflation stops setting the budget.
For B2B SaaS
Which channels produced closed-won, not MQLs?
Match closed-won opportunities in your CRM to the campaigns that produced the original enquiry — across a cycle measured in quarters, not sessions.
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B2B SaaS workspace FY2026
Revenue traced to a channel
$2,070,000 69% of $3,000,000 paid
- Google Ads $720,000 · 24%
- LinkedIn Ads $930,000 · 31%
- Email marketing $420,000 · 14%
- Direct / Unknown $930,000 · 31%
Direct / Unknown is shown, never shared out across the channels above.
Google Ads · LeadFY2026 14 · (•••) •••-0134
Closed sale · FY2026 27$40,000
Matched · high confidence
The blind spot
What's actually happening
Marketing reports MQLs, sales reports pipeline, finance reports revenue, and none of the three reconcile. The board asks what the demand-gen budget produced in ARR and the honest answer is that nobody can join the systems that would tell them.
What you get
Built for B2B SaaS.
Cycles measured in quarters
A deal sourced in Q1 and closed in Q4 still traces to the campaign that produced it.
Seats for the whole team
Demand gen, RevOps and finance read the same report instead of three reconciliations.
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$3,000,000paid revenue
Attributed to a channel$2,070,00069% of revenue
Average deal$40,000per paid sale
Match rate69%of sales matched
| Channel | Sales | Revenue | Share | % |
|---|---|---|---|---|
| Google Ads | 18 | $720,000 | 24% | |
| LinkedIn Ads | 21 | $930,000 | 31% | |
| Email marketing | 12 | $420,000 | 14% | |
| Direct / Unknown | 24 | $930,000 | 31% |
01
MQLs are a proxy that stopped predicting anything
The MQL was invented to give marketing a number it could move before revenue arrived. In a market where cycles run two to four quarters, it has become the number teams optimise instead of revenue — and the two have drifted far enough apart that a record MQL quarter can precede a flat bookings year.
The join that would settle it is not complicated: the CRM knows which opportunities closed and for how much, and the ad platforms know which campaign produced the original enquiry. What is missing is anything that reconciles them on the person rather than on a session, which is why the answer usually lives in a quarterly spreadsheet nobody trusts.
CloseRev does that join from two exports. It is not an attribution platform to implement, and there is no tag to deploy on a product surface where security review takes a quarter of its own.
02
Why last-touch and first-touch both mislead here
Enterprise buying committees have five to ten people and a dozen touches. Assigning the whole deal to the first or last of them produces a number that is precise and wrong, which is worse than an approximate one that is honest.
CloseRev deliberately does not model multi-touch weightings. It reports the channel that produced the contact who became the deal, and puts everything it cannot trace in Direct / Unknown rather than distributing it by a rule nobody can defend. That is a smaller claim than most attribution vendors make, and it is a claim that survives a CFO asking how the number was produced.
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 B2B SaaS.
They say
We already have an attribution platform.
We say
Then you probably already know its weakest point: it tracks sessions, so it loses deals whose cycle outlives the cookie and it cannot see the meeting booked from a conference badge scan. This works from CRM exports, so cycle length is irrelevant and offline sources are included rather than dropped.
They say
Our data lives in Salesforce and we cannot open it up.
We say
Nothing connects to Salesforce. You export closed-won opportunities — a contact email, the amount, the close date — and that file is what gets analysed. No integration, no OAuth scope, no security review of a live connection.
They say
Attribution is a modelling problem, not a matching problem.
We say
For multi-touch weighting, yes — and we do not pretend to solve that. What we solve is that most teams cannot even produce the deterministic join, so the modelling sits on top of numbers nobody has reconciled. Start with what closed and where the contact came from.
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 sales-led software companies with enterprise deal 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/mês
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 B2B SaaS.
Anything else? Talk to us — a person answers, usually the same day.
Closed-won opportunities: a primary contact email or phone, the booked amount, and the close date. Salesforce, HubSpot and Dynamics all produce this as a standard report.
Export whichever figure you want the report to rank on. It ranks consistently on what you provide.
Export the figure your team plans on — first-year ARR or TCV — and keep it consistent. Mixing the two across periods is what makes internal attribution arguments unresolvable.
It matches on the contact records you export, so exporting every contact on the opportunity attributes it to whichever channel produced any of them. It does not split credit between them, and says so rather than inventing a weighting.
Include the badge-scan or event list as a source file and those deals attribute like any other channel. This is usually the largest blind spot in a click-based tool.
As long as your data covers. There is no attribution window, because there is no cookie involved.
Typically demand gen, RevOps and someone in finance. The Enterprise plan includes ten seats and the monthly record allowance is shared across the workspace rather than per person.
Encrypted in transit and at rest, isolated to your workspace, deletable in one click, and we act as a processor with a DPA. Only a contact detail, an amount and a date are needed.
Nearby
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