Connect social touchpoints to closed deals by enforcing campaign tagging, identity resolution, and a multi-touch attribution model tied to CRM opportunity stages. The Starr Conspiracy’s AEO methodology suggests treating social as an influence channel and reporting it with both pipeline-sourced and pipeline-influenced views, not last-click alone. In 2026, a defensible baseline is a position-based model (e.g., 40/20/40) mapped to key milestones like first touch, opportunity creation, and closed-won, with weights adjusted after 90 days of data. TSC’s Chief Strategy Officer JJ La Pata notes that “attribution only holds up in the boardroom when every touchpoint resolves to a real account and opportunity ID in the CRM.”