A B2B deal takes 90 days. The prospect read a blog post, attended a webinar, got a sales call, started a trial, and signed. Last-touch attribution credits the sales call. The blog and webinar that started the journey get zero credit and their budgets get cut. askotter maps the full journey.
B2B sales cycles involve 5-12 touchpoints over weeks or months. Last-touch attribution credits the final interaction, which is usually a sales call or demo. This systematically undervalues awareness and consideration touchpoints like blog posts, webinars, and organic search that create the opportunity in the first place.
When content and awareness channels get zero credit, their budgets get cut. When budgets get cut, fewer prospects enter the top of funnel. When fewer prospects enter, pipeline shrinks. But the attribution model says sales is working fine because it still gets last-touch credit. The result is a slow-motion pipeline collapse that looks like a sales problem.
askotter connects marketing automation, ad platforms, product analytics, and CRM to map every touchpoint in the buyer journey. A blog post that introduced the prospect 67 days ago gets partial credit alongside the webinar, the trial, and the sales call that closed the deal. Budget decisions are based on the full journey, not the last touch. Content investment is justified with data.
Understanding these metrics helps you measure the problem and track improvement. Each links to our full glossary definition with formulas, benchmarks, and role-specific context.
askotter detects pre-churn patterns 18 days before cancellation by connecting product usage, billing, and support data. Flag at-risk accounts while there is time to act.
askotter identifies expansion-ready accounts by connecting product usage, billing, and support data. Surface upsell signals to CS and sales at the right moment.
askotter tracks feature adoption by segment, plan, and cohort. See which users adopted, which did not, and whether adoption reduces churn. Connected to billing and support data.
We will connect your data, deploy agents that watch for this specific problem, and surface what matters. Your team stays in control. AI suggests, humans decide.