Revenue Attribution Outlook Survey
Conducted by Ascend2 and DemandLab
Published November, 2020.
PAGE 4
CURRENT SITUATION
Over one-third (36%) of marketing leaders report having an active and measurable strategy to prove marketing ROI using revenue
attribution. Another 40% of those surveyed are in the planning, testing, and implementation stages of the marketing attribution
process. Nearly one-quarter (24%) of marketing leaders are not prioritizing an attribution strategy.
36%
15%
25%
24%
A strategy is in place an d
measurable
Currently rolling out a
strategy
Plann in g to have a str ategy
in th e future
No plans for a strategy
Which best describes your CURRENT SITUATION as it applies to revenue attribution?
