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Revenue Attribution Outlook Survey
Conducted by Ascend2 and DemandLab
Published November, 2020.
Ascend2 benchmarks the performance
of marketing strategies, tactics and
the technology that drives them with a
standardized online questionnaire and a
proprietary 3-Minute Survey format.
This survey was fielded to a panel of marketing
professionals and marketing research
subscribers.
Majority of marketing leaders are recognizing the impact of
revenue attribution and prioritizing an attribution strategy
for the coming year. Yet, marketers will need support and
resources to overcome barriers like data quality, budgets,
and technology.
Over the next several weeks, we will be publishing insights,
subject matter opinions, articles, and more to support
executive decision-making around revenue attribution.
To learn more, visit our Revenue Attribution
Resource Hub for more related content.
Primary Marketing Channel
B2B 39%
B2C
39%
B2B and B2C equally 22%
Number of Employees
More than 500 17%
50 to 500 12%
Fewer than 50 71%
SURVEY RESPONDENTS
METHODOLOGY RESOURCES FOR
REVENUE AT TRIBUTION
SUCCESS
