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.

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