Skip to main content
The Event Attribution Funnel is where heyBTW proves that relationships close deals. It connects the dots between who attended your co-marketing events and what happened in your pipeline afterward. No more guessing whether an event was worth it. Find it in the left sidebar under Event Attribution. It requires a connected CRM (HubSpot, Salesforce, or Attio) to populate.

​
Freshness

Attribution refreshes daily. The header shows the connected CRM and when the data was last updated, for example “Updated 11 hours ago.” Click Refresh to pull immediately instead of waiting for the next daily run, which is worth doing before a board meeting or a partner QBR. Click Audit to see how a number was produced. Use it whenever a figure looks wrong, before assuming it is.

​
Attribution Cards

Summary cards at the top show your attribution at a glance.
  • Sourced. Pipeline and revenue where the first meaningful touchpoint was an event managed through heyBTW. The deal originated from event attendance. Shows total pipeline value, number of deals, won revenue, and win rate.
  • Influenced. Pipeline where the deal already existed but a co-marketing event touched someone involved in the buying process. The event moved the deal rather than creating it. Shows the same metrics as Sourced.
Both matter. Sourced deals prove your events create pipeline. Influenced deals prove your events move it. Both cards show deduplicated totals: if a deal was touched by multiple events, it counts once in the card total.

​
How Classification Works

heyBTW classifies each attributed deal as either Sourced or Influenced. The boundary is a comparison of two dates: the date the deal was created in your CRM, and the date the associated contact first attended one of your events.
  • Sourced. The contact’s first event attendance came before the deal was created. The event came first, so the event is credited with creating the relationship.
  • Influenced. The deal was created before or on the same day as the contact’s first event attendance. The deal already existed, so the event is credited with touching an open opportunity.
Classification is per deal, not per contact. A contact can have Sourced deals and Influenced deals at the same time depending on when each deal was created. Matching is by email first, with partner domain as a fallback. Deals with no attending contact do not appear in either card. For the full Sourced definition, including how heyBTW avoids crediting deals that sales was already actively working, see the Attribution Model.

​
Influence Breakdown

Sourced and Influenced are the top-level classification. The Influence Breakdown splits attributed pipeline five ways beneath it, each card showing dollar value, opportunity count, and share of the total.
  • Direct. First touch via your own events, no partner co-host.
  • Direct Influenced. Existing opportunities advanced by your own events.
  • Partner Sourced. First touch via partner events.
  • Partner Influenced (New). New opportunities accelerated by partner events.
  • Partner Influenced (Expansion). Existing accounts expanded via partner events.
The first two are your own events, the last three involve a partner. Read it as a two-by-two that heyBTW splits into five: who owned the room, and whether the deal already existed.

​
Conversion Funnel

The funnel shows your event-attributed pipeline as a sequence of stages. Each stage shows the count and conversion rate from the previous stage. Stages are configurable and mapped to your own CRM pipeline, so what you see depends on how your workspace is set up. A common four-stage configuration is MQLs, Demo Completed, Opportunities, and Closed Won. Only contacts who attended events managed through heyBTW appear in the funnel. If someone is in your CRM but never attended one of your events, they do not show up here. This is what makes it an event attribution funnel, not a general CRM funnel.

​
Configure Funnel

Click Configure Funnel to map each stage to the corresponding deal stage in your CRM. For example, map “Closed Won” to your CRM pipeline’s Closed Won stage. If your workspace has multiple CRM pipelines (for example, a “Sales Pipeline” and a “heyBTW Sales Pipeline”), make sure the funnel stages are mapped to the correct pipeline. Stage identifiers differ between pipelines even when the labels look the same.

​
Time Period Filtering

Filter the funnel by time period using the tabs at the top: Last 30 Days, This Quarter, Last Quarter, YTD, and Program Total. The time period scopes which events are included. “Last Quarter” shows the funnel for attendees of events that occurred last quarter. “Program Total” includes all events across your entire history with no date filter. All funnel stages, attendee counts, attribution cards, and the opportunities table update to reflect the selected time period.

​
Event-Attributed Pipeline

The Event-Attributed Pipeline card gives you the total in one number, with opportunity count, won revenue, win rate, and average deal size beneath it. Deal values are counted in full rather than split fractionally across the events that touched them. If several of your events touched the same deal, it appears once at full value and the Influence Breakdown attributes it to the relevant type. This is the number for an executive conversation, because fractional splitting dilutes exactly the multi-event pattern you are trying to demonstrate.

​
Partner Scorecard

The Partner Scorecard rolls attributed pipeline up by partner. This is the view for a partner QBR, and for deciding which relationships to invest in next quarter.

​
Revenue Lift

Revenue Lift answers a different question from Sourced and Influenced. Instead of attributing specific deals to specific events, it measures incrementality at the account level: do accounts that touched an event spend more than comparable accounts that did not? heyBTW splits your accounts into two cohorts:
  • Event-Touched. Accounts with at least one attendee matched to one of your events.
  • Non-Touched. Accounts with no event attendance.
Cohort membership comes from attendance and is fixed by the data already in your workspace. Today, account spend is brought in by uploading a CSV through the Revenue Lift tile, mapping monthly spend onto accounts by company name and domain. Once spend is attached, the dashboard shows each cohort’s spend, the lift versus the non-touched baseline (touched spend minus non-touched spend, divided by non-touched spend), and a month-over-month chart of the two cohorts. A positive lift means touched accounts outspend the non-touched baseline. Because this is a cohort comparison rather than a before-and-after measurement on the same accounts, read it as a program-level signal, not deal-level attribution. Spend upload is a manual CSV process today. Automated ingestion is planned.

​
Attributed Opportunities

Below the funnel, the Attributed Opportunities table shows the individual deals behind the numbers. Each row is an opportunity, with columns for Company, Deal, Amount, Stage, Attribution Type, Stage Progression, Last Event, and Contact. Stage Progression is the one to read closely. It shows whether the deal actually moved after the event, not just that it was touched, which is the difference between an event that influenced a deal and an event that happened near one. Tabs split the table into All, Sourced, and Influenced with counts, and you can filter by partner, by stage, or narrow to event-attributed deals only. Sort by any column and export to CSV for board presentations, partner QBRs, or BI tools.

​
Multi-Event Attribution

When a contact attends multiple co-marketing events before their deal closes, heyBTW tracks the full sequence. This is critical for understanding which combination of events moved an account through the funnel.

​
Cost Metrics

If you enter event costs on your collabs, the funnel calculates:
  • Cost per Meeting. How much you spent per meeting generated from an event.
  • Cost per Opportunity. How much you spent per opportunity created.
  • Event ROI. Revenue attributed to the event divided by its cost.
These metrics let you compare performance across events and optimize your calendar.

​
Partner-Specific Funnels

Each partner in a collab has their own independent funnel view. Partners can mark leads as MQL, Meeting Booked, or Opportunity from their own view of the attendee table using the checkbox columns. Partner funnel data is workspace-scoped: updating a lead’s status on one partner’s workspace does not affect another partner’s funnel. This lets each partner track their own pipeline progression independently.

​
Exporting

Export attribution data for board presentations, partner QBRs, or BI tool ingestion. Exports are available in CSV format and can be filtered by the same criteria as the funnel.