If you don’t have a good understanding of what happened, there’s no way you can have a good understanding of what worked. That’s why Upside starts with cleaning and structuring data. From persona resolution, buying group detection, touchpoint direction, and email chain deconstruction aren’t just conveniences, they are the foundation for attribution you can trust. But clean data isn’t the end goal. It’s the beginning of attribution that actually helps you make better decisions.

A customer journey map turns scattered GTM data into a clear, chronological story of how a deal came together. By pulling touchpoints from your CRM, marketing automation, sales engagement, and meeting tools into one view, you can reveal the real influencers, key moments, and engagement patterns that move deals forward. Those insights can be leveraged to repeat successful plays and drive more deals.

Attribution breaks in familiar ways — missed scans, swapped invites, job changes, and more. We identified eight common breakdowns - and show how forensic, agentic analysis can reconnect the dots and reveal the true buyer journey - so you don't have to.

Forensic attribution is a new way of doing B2B large opportunity and ABM attribution. Instead of using your existing data and applying models to it, a forensic attribution system pulls every signal from different data sources (your CRM, marketing tools, email tracking or meeting video recording, and so on) and recreates what happened to understand what actually worked.

A year ago, we set out to help B2B go-to-market teams make better decisions by building the best multi-touch attribution model in the world. We failed. But that turned out to be a good thing.

Once upon a time, “growth at any cost” was an acceptable strategy for B2B companies. Money was cheap, so teams could drive new revenue simply by spending their way to success.