B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
18.8%
18.8% -- attribution challenge rate outdated models for B2B marketers (2026)
18.8% of surveyed marketers cited reliance on outdated models (such as last-touch attribution) as an attribution challenge.
- Sample size and methodology details not provided in the text
Attribution:
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Lighthouse Research Team
Last verified:
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Evidence graded
Value
18.8%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
CMO Alliance
Primary
Tier B
https://www.cmoalliance.com/are-we-doing-b2b-marketing-attribution-all-wrong/ ↗
Source Article
What is Marketing Attribution? | 2026 Guide & Resources
What is marketing attribution?
Marketing attribution is the practice of identifying which marketing activities influence a customer’s decision to convert and how much credit each interaction deserves.
At its core, attribution answers one fundamental question:
What actually drove this result?
In 2026…
Original Research
CMO Alliance
· Original study ↗
Methodology
Survey of marketers conducted by CMO Alliance; sample size not stated
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B marketers: 18.8% attribution challenge rate outdated models. Source: CMO Alliance (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/last-touch-reliance-attribution-challenge
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<blockquote cite="https://lighthousedata.io/data/last-touch-reliance-attribution-challenge" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>18.8%</strong> -- attribution challenge rate outdated models for B2B marketers<br><small>Source: CMO Alliance (2026) · <a href="https://lighthousedata.io/data/last-touch-reliance-attribution-challenge" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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