EP 2: Fixing Attribution & Pipeline Gaps

In this episode of The ROI Puzzle, Nicole Stirling from Stirling Marketing sits down with Tyler Will, VP of Revenue Operations at Intercom, to unpack the messy reality behind attribution, pipeline blind spots, and disconnected revenue stacks.Tyler shares how Intercom’s revenue operations team aligns marketing, sales, and customer success to speak a common language around metrics and how leaders can build a single source of truth that drives clarity, accountability, and results.You’ll learn what causes pipeline leakage, how to build a unified dashboard that everyone trusts, and why “pipeline is oxygen” for your business.Here’s what you’re in for:00:00 Understanding Pipeline Gaps01:33 Challenges in Attribution09:30 Best practices for clear Attribution11:41 Where to connect with Tyler Will online—-------------------------------------------------------------Learn more at https://www.stirlingmarketing.netDon’t forget to like, comment, and subscribe for more insights from The ROI Puzzle.—-------------------------------------------------------------ABOUT TYLER WILLTyler Will leads the Sales Operations team at Intercom, guiding global operations, analytics, and strategy for the company’s Sales and Customer Success organisations.Previously, he led multiple strategy and operations teams at LinkedIn, including Global SMB Sales Strategy & Operations for Talent Solutions, North America Sales Operations for LinkedIn Learning, and Global Sales Operations for Sales Development, supporting teams across all LinkedIn SaaS products.Before LinkedIn, he worked at Bain & Company in the Technology, Media & Telecom practice, focusing on go-to-market strategy, pricing, and large-scale change management, as well as performing private equity diligence across several industries.He began his career at Bates White Economic Consulting, developing deep expertise in litigation and financial analysis across asbestos liability, insurance coverage, antitrust, and early-stage startup strategy.You can reach out to Will through:LinkedIn: https://www.linkedin.com/in/tylerwwillWebsite: https://www.intercom.com/                 ABOUT NICOLE STIRLINGNicole Stirling is the CEO of Stirling Marketing, a global marketing agency helping tech startups and scaleups accelerate growth and revenue. With over 15 years of experience in the technology industry, she has led marketing strategies for top companies like Sitecore, Acquia, and TechnologyOne, as well as emerging tech innovators across the Asia-Pacific region.You can reach out to Nicole through:LinkedIn: https://www.linkedin.com/in/nicolestirlingWebsite: https://www.stirlingmarketing.netABOUT THE ROI PUZZLEThe ROI Puzzle is a podcast that dives into one of B2B marketing’s toughest challenges, proving what truly drives results. Hosted by Nicole Stirling, the show features conversations with executive leaders focused on growth in sales and marketing from top tech companies. Each episode explores topics like attribution, pipeline visibility, sales/marketing alignment, and the use of AI to measure impact. Listeners gain real-world insights and practical frameworks to connect marketing spend to revenue and confidently prove value to the board.To know more about The ROI Puzzle, you can visit the links below:Podcast/Blog: https://open.spotify.com/show/6ZXy9ccI8JqEAETghD7eDPYouTube: https://www.youtube.com/@theroipuzzle