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How Top CMOs Quantify Marketing Investment with Revenue Attribution

The buyer’s journey does not follow a linear course. Without revenue attribution, you are exposed—unable to allocate time, money, and resources to the marketing efforts that produce top-line results. If you can’t quantify the collective impact of marketing touch-points, you are left guessing. And that eventually gets you fired, when you guess wrong.

Revenue attribution is a tough issue to scope out. But it’s well worth the effort. Forrester research analyst Tina Moffett states, “B2B companies are seeing an average of 15 to 18 percent lift in revenue as a result of implementing a closed-loop attribution system and then optimizing marketing programs based on the more sophisticated analysis.” The size of the prize, a 15 to 18 percent lift, makes revenue attribution worth pursuing. That’s a game changer. 

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2018 Priority: Grow Revenue With Customer Success

We analyzed over 1,000 responses by CEOs and Heads of Sales to SBI’s new Revenue Growth Diagnostic. When asked which aspect of the sales strategy was most important to your company’s success, here were their top four categories:

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NGOC SON PHAM EARNS SMEI CERTIFIED MARKETING EXECUTIVE® DESIGNATION

NEW YORK, NY., July 12, 2018 – Sales and Marketing Executives International (SMEI), the only worldwide educational and relationship-building forum created for sales and marketing executives and entrepreneurs, announced today that Ngoc Son Pham, Procurement Executive with Roche Diagnostics, Ho Chi Minh City, Vietnam, has earned the designation of SMEI Certified Marketing Executive®.

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