Table of contents
applicable Roles
RevOps
Demand Generation
Marketing Ops
SDR Managers
Demand Generation
Marketing Ops
SDR Managers
Last-Touch Attribution Analysis for Opportunities
Identify which final GTM activities most commonly trigger opportunity creation to optimize high-intent conversion points.
Prompt
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Petavue, analyze every opportunity created in the past 180 days and identify any GTM touchpoints that occurred within three days before or after each opportunity’s creation. Then:
1. Categorize Touchpoints
- Marketing-driven: Form fills, ad clicks, marketing email clicks
- Sales-driven: SDR calls, AE meetings, manual CRM updates
2. Calculate Attribution
- % of opportunities initiated by marketing activity
- % initiated by sales activity
3. Top Campaigns & Assets
- List the five campaigns or content assets most often tied to opportunity creation
4. Intent Signals
- Highlight frequent indicators such as demo requests, case-study downloads, or “Talk to Sales” clicks
Make sure to deduplicate across HubSpot, Salesforce, Gong, etc., and use precise timestamps to avoid misattribution.
Follow-up Prompts
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Based on the GTM touchpoints observed within ±3 days of Opportunity creation, recommend follow-up actions that can help replicate or reinforce these conversion triggers.
For each trigger type (e.g., Demo Request, AE Meeting, Case Study Download), suggest:
- A segment or cohort to target based on recent similar behavior (use Clay, HubSpot, or Salesforce)
- A recommended action to initiate via one of: Email, Outreach, Slack
- If applicable, automate the next step in HubSpot or Salesforce (e.g., task assignment, sequence enrollment)
Action Prompt
What This Prompt Does
This prompt identifies the last marketing or sales interaction that occurred within three days of opportunity creation. It reveals which GTM activities most frequently trigger pipeline entry and distinguishes whether those actions were marketing-driven (like ad clicks or demo requests) or sales-driven (such as SDR outreach or meetings). It also surfaces the top campaigns or content assets associated with these moments and provides insight into which CTAs consistently convert high-intent leads. Deduplication and precise timestamp analysis ensure attribution accuracy across systems.
Strategic Impact
Knowing what action actually converts a lead into an opportunity helps GTM teams align campaign execution, SDR timing, and follow-up strategy. This prompt drives visibility into the true conversion moment and strengthens collaboration between marketing and sales.
Business outcomes:
→ Increases conversion rates by replicating high-performing trigger actions
→ Reduces lead leakage through better-timed SDR follow-ups and CTA alignment
→ Improves attribution accuracy and informs campaign planning based on pipeline impact
→ Enables faster pipeline creation by focusing on what actually drives opportunity entry