SDR attribution that actually works

Build your attribution system in four steps

1. Understand the CRM fields RevenueHero populates

RevenueHero automatically writes attribution data to your CRM on every meeting. These fields exist on the meeting activity record and tell you exactly who sourced each meeting and how.

Salesforce fields:

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The key insight: the unchecked RH Booked By Prospect checkbox is RH_Booked_By_Prospect__c = FALSE in your CRM. That means an internal rep (your SDR) initiated the booking. When it's checked (TRUE), the prospect booked themselves. No manual tagging. No honor system.
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Add these fields to your Salesforce report layouts and HubSpot active lists immediately. Create a saved report filtered to RH_Booked_By_Prospect__c = FALSE and you have an always-current "SDR-sourced meetings" report that updates automatically.

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HubSpot fields:

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HubSpot requires a one-time setup to track the booker. Create a custom contact property on the Contact object with the field type set to "HubSpot user" (e.g., "Booker" or "Setter"), refresh your HubSpot fields in RevenueHero under Integrations, and map it in your Relay's CRM Settings. Once configured, every relay handoff records the SDR who sourced the meeting automatically.

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2. Create a Relay for SDR-to-AE handoffs

A Relay is RevenueHero's dedicated SDR-to-AE handoff automation. When an SDR uses a Relay to book a meeting, the system records the SDR as the booker and the AE as the assignee. Attribution is automatic.

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Here's what happens in the Relay setup:

• Booker team — Select your SDR team. These are the people who will initiate handoffs. Their identity is recorded as the meeting source.
• Receiver team — Select your AE team. These are the calendars that will appear for booking. The meeting lands on their schedule.
• CRM matching — When the SDR enters a prospect's email, RevenueHero checks your CRM. If the account has an existing owner on the receiver team, that AE's calendar appears automatically.
• Fallback distribution — For accounts without a CRM owner, configure round robin or territory-based routing across the AE team.

The critical detail: the Relay records both the booker (SDR) and the receiver (AE) as separate fields in the CRM. This is what makes attribution work. The SDR's name goes into RH_Booked_By__c. The AE's name goes into RH_Assignee_Name__c. One meeting, two people, clean attribution.

Name your relays by channel: "SDR Relay - CRM," "SDR Relay - Inbox," "SDR Relay - Event Booth." The relay name flows into RH_Router_Name__c in your CRM, so descriptive names let you report on which handoff channel is most effective.

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3. Configure CRM matching rules

Matching rules determine what happens when the SDR enters a prospect's information into the Relay. This is where you decide whether the meeting goes to an existing account owner or round robin.

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The matching flow:

1. SDR enters the prospect's email into the Relay
2. RevenueHero checks your CRM for an account matching the prospect's email domain
3. If a match is found, the account owner's calendar is displayed (assuming they're on the receiver team)
4. If no match is found, the configured fallback fires: round robin, territory rules, or a specific default AE
5. Either way, the SDR gets recorded as the booker in CRM fields

This matters for attribution because it preserves the chain: SDR sourced the lead, CRM determined the right AE, prospect picked the time. All three steps are logged.

Enable native enrichment on your Relay. When the SDR enters just a prospect's work email, RevenueHero enriches the record with company name, size, industry, and geography before running matching rules. Your SDRs type one email address. The system does the rest.

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4. Set up distribution pods

Distribution rules control how meetings are assigned when CRM matching doesn't find an account owner. For SDR attribution, the distribution method matters because it determines which AE receives the meeting, but attribution always traces back to the SDR.

Three distribution methods work well for SDR attribution:

• Balanced Round Robin — RevenueHero's unique load-aware distribution. If one AE has 8 meetings this week and another has 3, the system temporarily prioritizes the AE with fewer meetings. Pipeline stays balanced across the team, and SDRs can hand off to any AE knowing the system will pick the right one.
• Strict Round Robin — Pure sequential rotation. AE 1, then AE 2, then AE 3. Predictable and transparent. Good for small teams where everyone should get equal volume.
• Territory-based — Route by geography, company size, or industry. A relay handoff from a prospect at a 500-person company goes to mid-market AEs. A 5,000-person company goes to enterprise AEs. The SDR doesn't need to know which pod is correct. The system routes automatically.
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Use Balanced Round Robin for relay distribution. When AEs go on vacation, RevenueHero automatically recalibrates the queue. The returning AE isn't penalized with a backlog, and the team that covered doesn't suddenly stop receiving meetings. Credits are adjusted automatically.

Attribution doesn't stop at the booking

Meeting lifecycle tracking

Most tools stop at "meeting booked." RevenueHero tracks the full lifecycle. Every meeting progresses through statuses that update in your CRM automatically:

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CRM reporting that actually answers the question

With these fields populated on every meeting, you can build reports that your VP of Sales has been asking for:

• "How many meetings did SDRs source this quarter?" — Filter: RH_Booked_By_Prospect__c = FALSE, date range = this quarter. Done.
• "Which SDR is most effective?" — Group by RH_Booked_By_Name__c, count meetings, filter to RH_Meeting_Status__c = Completed. No-shows and cancellations are excluded automatically.
• "What's the SDR-to-AE handoff conversion rate?" — Compare total relay-sourced meetings to meetings with status = Completed. The gap tells you about no-show and cancellation rates per SDR.
• "Which handoff channel performs best?" — Group by RH_Router_Name__c. Compare CRM Relay vs. Inbox Relay vs. Event Relay completion rates.
• "What's the SDR-sourced pipeline value?" — Join meeting activities to opportunities where the meeting's booked-by SDR matches the opportunity source. Clean attribution from meeting to pipeline.
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Routing Logs: the audit trail

For every meeting booked through a Relay, RevenueHero logs the complete decision trail. Filter your Routing Logs to see exactly what happened with each handoff:

Routing Logs showing relay handoffs. Each session shows the full chain: which SDR initiated, which AE was matched, which distribution rule fired, and whether the meeting was booked.

Each session log includes up to 11 data blocks: form data received, enrichment results, CRM matching outcome, distribution rule fired, pod matched, rep assigned, calendar loaded, time selected, meeting created, CRM sync confirmation, and notification delivery. When something looks wrong in a report, the routing log tells you exactly what happened.