The Automat

Field notes from the bleeding edge of business

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Attribution Is a Lie You Tell Your Board. RevOps Can Make It Less of One

Drew Donaldson

Published on: 15/08/2026

Every marketing attribution model is wrong. How RevOps can build one honest enough to guide spend: freeze the model, test incrementality, report a range.

Revenue Operationsmarketing attributionRevOpsmulti-touch attributionincrementality testing

AI Pipeline Forecasting: Useful Signal or Expensive Guesswork?

Drew Donaldson

Published on: 07/08/2026

AI sales forecasting can add real signal or just launder bad CRM data. A clear-eyed look at where it helps, where it fails, and how to judge a tool.

Revenue OperationsAI sales forecasting2026B2B RevOpspipeline forecast accuracy

Lead Routing Is a RevOps Problem, Not a Sales One

Drew Donaldson

Published on: 29/07/2026

Lead routing automation is a RevOps problem, not a sales one. Why good leads die in queues and how to design routing rules that don't leak revenue.

Revenue Operationslead routing automation2026B2B RevOps teamsspeed to lead

The RevOps Tech Stack: What You Actually Need vs What Vendors Sell

Drew Donaldson

Published on: 22/07/2026

A grounded look at the RevOps tech stack that actually moves pipeline: CRM, enrichment, routing, and forecasting, plus the tools you can skip until you've earned them.

RevOpsrevenue operationstech stackCRMsales operationsforecastingSaaS spend