Your sales reps most likely are not adding every member of an opportunity that marketing has touched. This could be because they don’t see it as a value add, or they don’t know that someone on the account they are reaching out to has been interacting with marketing assets. We solve this by creating custom roles and automatically assigning them to opportunities based on a predefined criteria. This way every contact is added to an opportunity, perfectly, every-time. Taking 100% multi touch attribution from a dream to a reality.