B2B Marketing Attribution model

OS is evolving its commercial capabilities across B2B and B2G, with a strategic focus on driving Better Data → More Destinations → Greater Effectiveness. While some foundations exist, including customer profiles, a segmentation model, and evolving journey work, OS does not yet have a unified, accurate, practical way to understand how marketing activity influences commercial outcomes across complex B2B buying processes. For marketing to plan confidently, prioritise the right activity, and demonstrate its contribution, OS has awarded StrategiQ Marketing Limited to support and build a robust B2B Marketing Data and Attribution Model. This model will create clarity on the value of each stage of the funnel, the role of marketing channels, and the effectiveness of partner-driven and direct activity within current technology and data constraints.