RV 90 - Revenue Science: Breaking Revenue Down to the Atomic Level

“All attribution is imperfect; it’s about how do we collect the right data, how do we then process it with our brain and our strategy, and make strong decisions.”
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers, which opens with covering important and timely industry observations. This week, he tackles Revenue. 
He outlines Pipeline Sources and how they contribute to measuring and scaling programs in the most effective way, and then proposes a new way to look at Demand, focusing on Hybrid Attribution, Self Reported Attribution, and budgeting Demand Capture and Demand Creation as two separate programs.
Finally, he encourages everyone to shift their perspective and make changes that reflect the true  state of the market rather than following the lead of companies stuck in the past.