If you’re a B2B marketer using HubSpot, chances are you’ve built your reporting muscle around attribution. You’ve set up your first-touch and last-touch models. You’ve mapped lead source fields, built dashboards, and maybe even pulled in some ad data. But here’s the hard truth: attribution reporting, on its own, isn’t enough anymore.
Modern CMOs, especially in revenue-focused organizations, need to do more than show what “touched” a lead. They must prove how marketing contributed to pipeline, velocity, and revenue. That’s a strategic leap that HubSpot’s reporting often can’t make alone.
Attribution Is Just the Beginning
Let’s be clear: attribution isn’t useless. It gives a helpful starting point for understanding influence. However, it’s limited in a few key ways:
- It’s binary. Most attribution models tell you what was first and last, rarely what mattered most.
- It lacks strategic framing. Your CFO wants to know, “Did our marketing programs drive more high-quality opportunities?” Attribution models can’t answer that.
- It isolates rather than aggregates. You can see which LinkedIn ad someone clicked, but not how that campaign connected to a full-funnel strategy.
That’s where marketing contribution reporting comes in and why we built Insentric.
The Case for Marketing Contribution
Marketing contribution reporting reframes your data. Instead of asking, “What channel touched this contact?”, you’re asking:
- How many campaigns did it take to generate this opportunity?
- What was the average time from the first engagement to the creation of the deal?
- How many marketing-qualified leads (MQLs) from last quarter converted this quarter?
These are the kinds of questions executives ask, and most marketers struggle to answer with HubSpot alone.
HubSpot’s native reporting isn’t designed to handle cross-object insights at this level. It’s built for tactical execution, not strategic analysis.
Turning Messy Data Into Strategic Insight
We get it, your data isn’t perfect. You have mismatched lead sources, inconsistent UTM tracking, and duplicate contacts created by eager sales reps after a trade show. But here’s the good news: messy data doesn’t disqualify you from better reporting.
At Insentric, we don’t expect perfect CRM hygiene. We build our platform to interpret inconsistencies, reconcile multiple sources (e.g., Salesforce and HubSpot), and generate reliable outputs without overwriting or “fixing” your source data.
Think of it as a reporting layer that makes sense of chaos and turns it into clarity.
Meet our CMO Dashboard
Insentric’s flagship CMO Dashboard is purpose-built for marketers who need to prove their impact on revenue. It combines CRM, marketing automation, and ad data to tell a holistic story of marketing’s contribution over time, across channels, and in context.
With our new CMO Dashboard, you can:
- Track campaign impact by quarter (not just by touch)
- Visualize full-funnel performance
- Upload budgets to tie spend to outcomes
- Customize labels for industry-specific views (e.g., “leads” → “students” in higher ed)
And because it’s designed for flexibility, you can finally get beyond “what happened” and start answering why it mattered.
Your Next Step: Move From Reporting to Revenue Insight
If you’re a HubSpot user frustrated by limited reporting, or tired of not being taken seriously at the budgeting table, it’s time to evolve.
Attribution was step one. Marketing contribution is what gets you a seat at the strategy table. And Insentric helps you get there without waiting on clean data or custom builds.
Visit www.insentric.com to see how B2B marketers like you are making the leap.
