Stage 5: Post-event attribution

Sourced and influenced pipeline in your CRM within 48 hours.

Sourced and influenced pipeline tied to the event that produced it, written to Salesforce or HubSpot within 48 hours from event end. Defensible line by line in any QBR.

Book a 20-min walkthroughSee pre-event sourcing

Pipeline analytics overview

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Analytics, Overview

Pipeline, last 90 days

Last 90 days
Live, updated 47s ago
Sourced pipeline
$0
34 opportunities
Meetings booked
0
42 from pre-event seq, 45 from booth
ICP match rate
0.0%
3,936 of 66,302 attendees
Cost per meeting
$0
Down from $12,400 without the pipeline
Sourced pipeline across 12 events
Cumulative, written back to Salesforce
Breakdown by attribution
Sourced pipeline
34 opportunities
$3,000,947
Influenced pipeline
19 opportunities
$1,413,574
Closed-won
14 deals
$1,666,932
Closed-lost
9 deals
$382,110
Source: Salesforce, Rep capture sync
12 events, 66,302 attendees, 3,936 ICP matched
Sourced vs influenced, per account

The attribution line your CFO signs off on

Money20/20 Europe, Event ROI

Pipeline attribution

Attribution lands in Salesforce within 48 hours
Spend
$0
Sourced pipeline
$0
Revenue (90d)
$0
Meetings booked
0
Klarna
Closed-Won
$186,000
Adyen
Proposal
$287,000
Okta
Negotiation
$214,000
Checkout.com
Closed-Won
$163,000
Wiz
Proposal
$139,000
Ramp
Discovery
$182,000
First-touch + rep capture sync
Last sync 2s ago

Why your current ROI number doesn't hold up

ROI that lives outside your CRM doesn't survive a QBR. This is why.

Vendor attribution dashboards

Show you the ROI inside their own UI.

Where it failsYour Salesforce doesn't know. Your CFO doesn't trust a number that lives in a vendor tool. Your ops team builds a parallel spreadsheet anyway.

Closed suites with their own waterfall

Wrap capture and attribution inside one invoice.

Where it failsPipeline math never reaches your Salesforce or your HubSpot as a first-class field. The QBR still cites a screenshot from a tool no one else on the revenue team has opened.

Manual spreadsheet reconciliation

Built by an SDR with exports from three tools.

Where it failsTakes three weeks. Never quite reconciles. Doesn't survive the QBR scrutiny. Doesn't come back next quarter.

Luminik writes attribution into the CRM your CFO already trusts. Within 48 hours from event end, with three-tier confidence on every match, defensible line by line.

Four-tier attribution model

Separate sourced, influenced, accelerated, and associated pipeline

Legacy attribution stacks collapse event impact into one "influenced" number. Ours splits four ways so your RevOps team can answer what happened, per opportunity.

Sourced

The event was the first touch. No prior opportunity history. Budget justification lives here.

Influenced

The opportunity existed, and the event added a touch that moved it. Most vendors stop here.

Accelerated

The opportunity advanced a stage within 30 days of the event. Your CFO cares about this one for velocity.

Associated

The attendee matches an existing account, with no stage movement. Useful signal without inflating the number.

Attribution auto-upgrades as stronger evidence arrives (Associated → Influenced → Accelerated → Sourced), never downgrades. Manual override is always available for the edge cases.

How we avoid inflating ROI

Five guards built in before a dollar is attributed

Your CFO has seen inflated marketing numbers. Luminik skips attribution where it would not survive scrutiny.

Credit expires

An event only gets credit for opportunities it plausibly caused. Nothing that appears long after the event attaches itself to that event's number.
90-day window, configurable

Empty opportunities do not count

Placeholder records carrying no pipeline amount stay out of the total, so the number cannot be inflated by opportunities that have no money attached to them yet.
Zero-value skipped

Stalled deals drop out

An opportunity that has not moved in half a year stops counting as event-influenced. Your reported pipeline reflects deals that are alive.
6-month staleness guard

Personal addresses never match a company

A consumer email address is never treated as evidence that an attendee belongs to one of your accounts, so credit cannot bleed onto the wrong company.
Free email domains excluded

Lost deals stay lost

An opportunity your team already closed out cannot pick up new event credit afterwards. History does not get rewritten in your favour.
Closed-Lost excluded
Where a match is not certain, it is saved as a suggestion for your RevOps team to approve rather than written to the CRM. Nothing lands on an Opportunity record without someone deciding it should.

What Stage 5 includes

Sourced and influenced pipeline in your CRM

Every opportunity tied to the event that sourced it or moved it through a stage. Written to Salesforce Opportunities or HubSpot Deals as first-class fields. Switch attribution models anytime without losing history.

Every match carries a confidence level

Attendees are matched back to your accounts on the strongest evidence available, and each match is labelled by how certain it is. Anything uncertain waits for your RevOps team to approve it rather than landing on the Opportunity record. Expansion revenue on an existing account is flagged separately so it never reads as new business.

Attribution lives on the Opportunity record

Pipeline and revenue sit in the CRM your ops team already runs reports out of. Luminik feeds sourced and influenced fields into Salesforce or HubSpot. Your RevOps team already knows how to query them.

Event-over-event comparison

Compare Money20/20 vs SFF vs Banking Summit on real pipeline numbers. Funnel math at every stage: attendees, contacted, replied, meeting, opportunity, closed-won.

48-hour writeback after the event ends

Floor closes Thursday, attributed pipeline in Salesforce by Saturday. No three-week reconciliation, no Tuesday CSV cleanup. Your CMO walks into the Monday leadership meeting with a number already defensible.

The report you present, not the one you build

Spend, sourced pipeline, influenced pipeline, revenue, and ROI multiple, exported to slides or PDF in one click. The layout follows how a finance team reads an ROI line, so the deck you take into the QBR is the export rather than a rebuild of it.

Real events, real attribution

Three numbers from customer programs, each one reported out of the customer's own CRM.

$2.4M

RSA, Black Hat, and one regional summit

Attributed pipeline for a Series C cybersecurity customer. 85+ booked meetings, 1,840 ICP matches out of 43,000 RSA attendees, and lead-to-opportunity up 6x, from 1.3 percent to 8 percent.

Read the program
$2M

15 fintech events in six months

Qualified pipeline for a $50M ARR identity-verification fintech with 200+ employees. 270+ booked meetings, with follow-up running inside the week after each event rather than a fortnight later.

Read the program
48hr

From event end to the Opportunity record

Sourced and influenced pipeline lands in Salesforce or HubSpot within 48 hours from event end, on every event. No three-week reconciliation and no parallel spreadsheet.

See the ROI math on a real event of yours.

20 minutes. Pick an event you already ran. We walk how Luminik writes attribution into your Salesforce or HubSpot within 48 hours from event end.

Book a 20-min walkthroughRead the RevOps view