Revenue Attribution Outlook Survey
Conducted by Ascend2 and DemandLab
Published November, 2020.
PAGE 2
Summary: The Leadership Outlook on Revenue Attribution ................................ 4
Current Situation ............................................................................................................................ 5
Top Strategic Benefits .................................................................................................................. 6
Strategic Success ......................................................................................................................... 7
Barriers to Success ....................................................................................................................... 8
Channel Analysis ............................................................................................................................ 9
Sales and Marketing Friction ................................................................................................. 10
Budget Trends ................................................................................................................................. 11
Resource Allocation .................................................................................................................... 12
Cross-Department Involvement ......................................................................................... 13
About the Research Partners ............................................................................................... 14
TABLE OF CONTENTS
