Why Attribution is Important
Marketing teams typically report on engagement, activity, and other soft metrics. As a result, a challenge marketers often face is demonstrating how much actual revenue their efforts generated for the organization. Marketing attribution solves this problem by tying marketing efforts directly to sales revenue. This provides marketers with the hard metrics they must:
- Determine which campaigns and channels are performing well, and are the most profitable
- Allocate marketing funds to top-performing channels
- Identify which marketing channels are the most responsible for converting leads into customers
- Forecast marketing goals in relation to revenue
Also, marketing attribution addresses the misalignment between sales and marketing teams. Since sales teams report on revenue and pipeline, and marketing teams rely mostly on soft metrics, marketers are unable to call out which of their efforts were the most influential in driving a sale. Tying marketing efforts to revenue allow both teams to speak the same language, and enables marketers to demonstrate how their efforts helped influence leads to eventually become customers.
Marketo Measure
- Overview
- Introduction to Marketo Measure
- Marketo Measure Tracking
- Configuration and Setup
- Channel Tracking and Setup
- API Connections
- Marketing Spend
- Advanced Marketo Measure Features
- Marketo Measure Discover UI
- Marketo Measure and Adobe
- Marketo Measure and Dynamics
- Marketo Measure and Marketo
- Marketo Measure Salesforce Reporting
- Marketo Measure Data Warehouse
- BI Report Templates
- Security and Compliance
- Marketo Measure Ultimate
- Miscellaneous
- Release Notes
Marketo Migration to the Adobe Admin Console - (Pre-Migration)
Experience Cloud Tech Sessions
Tuesday, Mar 4, 6:00 PM UTC
Join Adobe's Customer Experience and Identity Team to prepare for a smooth Marketo migration to the Adobe Admin Console. Learn key steps, best practices, and how to avoid roadblocks for a seamless transition.
RegisterMarketo Migration to the Adobe Admin Console - (Post-Migration)
Experience Cloud Tech Sessions
Tuesday, Mar 11, 4:00 PM UTC
Migrated Marketo to the Adobe Admin Console? Join our webinar to master key features, best practices, and troubleshooting tips. Learn how to manage users,, settings, and more. register now!
Register