B2B Marketing Attribution: How to Track and Attribute Leads

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1. Simple in theory, harder in practice. The biggest obstacle for most B2B teams is the sales cycle itself. Mid-market deals now average 121 days to close, and enterprise deals stretch to 218 days on average, according to 2026 Forrester and 6sense data. With that many days and touchpoints between first click and closed deal, tracking which marketing activity deserves credit gets complicated fast. “Connecting your marketing platforms (Google Ads, LinkedIn, GA4) to your CRM (Salesforce, HubSpot) gives you a single, continuous view of the buyer journey from first touch to closed revenue.” The Importance of Tracking and Attributing Leads

   In Inbound and outbound attribution

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