Attribution Breaks the Moment a Lead Changes Hands

A campaign is judged by what it created, not by who closed it. That sentence is obvious until a lead is reassigned. In many brokerages the original source is then overwritten, abandoned, or left on a record nobody includes in the marketing report.

The argument that follows is predictable. Marketing claims meetings the sales report does not recognize. Sales claims credit for demand it did not generate. Both are partly looking at a broken field.

Keep two facts apart

Origin and ownership are different facts. Origin answers where the demand came from. Ownership answers who is accountable now. A serious CRM holds both after every reassignment. A careless one keeps whichever was edited last.

Until those survive the handoff, ROI conversations are negotiations, not measurements. Fix the field before you commission another attribution model. The model cannot repair a record that forgot where the lead began.